2025年欧洲消费者人工智能采用的新兴趋势报告

Core Insights - The survey conducted by Verdane reveals that AI adoption among European consumers is primarily driven by personal use, with younger demographics leading the trend and deeper penetration in shopping scenarios [1][2]. Group 1: AI Usage Trends - Private AI usage penetration is at 53%, surpassing workplace usage at 41% [1]. - 30% of respondents use AI in personal contexts daily or weekly, with Denmark leading at 14% daily private usage and the UK at 17% for workplace usage [1]. - Active users, defined as those using AI at least once a month, account for 42% of respondents, with 95% expecting to maintain or increase their private usage in the next six months [1][14][15]. - Concerns among non-active users include lack of need (46%), preference for manual tasks (34%), and distrust in AI outputs (21%) [1]. Group 2: User Demographics - Millennials represent 45% of active users, while Generation Z accounts for 28%, with a notable presence of women aged 18-30 [1]. - The occupational distribution shows that white-collar workers make up 58%, while blue-collar workers and students account for 14% and 13%, respectively [1]. Group 3: Shopping Behavior and Decision-Making - 30% of active users prefer AI tools over traditional search engines for information retrieval, citing direct answers (57%), superior information summarization (55%), and ease of natural language follow-up (54%) as key reasons [2][16]. - 76% of active users have utilized AI to assist in shopping decisions, with 17% using it frequently; this figure rises to 37% in the UK [2]. - AI is integrated throughout the shopping process, with 88% using it for product comparison, 78% for final decision assistance, 77% for brand discovery, and 73% for finding optimal prices [2]. Group 4: Implications for Businesses - Traditional search engine advertising is facing challenges due to AI-mediated "zero-click searches," complicating brand traffic tracking [2]. - Companies are advised to adapt by optimizing structured product information and high-quality content for AI visibility, increasing brand investment, and creating products and communities that resonate with users [2]. - The potential rise of AI procurement agents may reshape marketing logic, necessitating early adaptation in product presentation and information architecture [2].