A third of desktop users use AI assistants compared with 24% of mobile users, signaling mainstream adoption across devices, according to Comscore’s 2025 AI Intelligence Report.
AI is also becoming more embedded in traditional search. More than 30% of desktop Google searches now surface an AI Overview, up from 23% in April 2025.
AI’s influence is extending deeper into commerce as well. Nearly 63% of hotel bookers visited an AI platform before completing a reservation, and 7% consulted AI within minutes of finalizing a purchase, underscoring AI’s growing role at the point of decision.
ChatGPT led the AI assistant category in multi-device engagement, while AI usage increased across all age groups. Adults ages 25 to 34 showed the largest growth in usage volume. Social media engagement tied to AI-related content reached more than 64 million interactions in 2025, nearly double the prior year.
“AI is rapidly transforming how people research, decide, and buy, and it is reshaping how advertisers and enterprises operate in parallel,” Steve Bagdasarian, Comscore’s chief commercial officer, said in a statement.
This report offers new third-party benchmarks on how generative artificial intelligence is reshaping consumer behavior across search, discovery and purchasing. The report analyzes adoption and engagement across AI assistants and other AI-powered tools, including ChatGPT, Google Gemini and Microsoft Copilot, using Comscore’s first-party, privacy-compliant consumer data.
The full report is available at https://comscore.com/AI-Intelligence-Report.