In the gen AI economy, consumers want innovation they can trust

Deloitte's 2025 Connected Consumer Survey finds that 53% of U.S. consumers are now experimenting with or regularly using gen AI, up sharply from 38% in 2024, with regular users nearly doubling to 20% over the past year. U.S. household device spending rose to an average of $896 in 2025 from $764 in 2024, and monthly digital services spending increased to $183 from $175, with 25% of respondents planning further subscription increases. Work-related gen AI use climbed from 6% in 2023 to 34% in 2025, but 69% of employed users admit to using personal tools at work, creating governance and security gaps organizations need to address. Despite broad adoption, 82% of gen AI users and experimenters flag misuse risk (up from 74% in 2024), and 74% worry the technology erodes critical thinking—signaling that trust, transparency, and responsible design are now competitive differentiators for tech providers.