In 2024, Generative (Gen) AI is still at the forefront of public discourse, capturing headlines and sparking debates about its potential. Yet, despite the buzz, its integration into daily life remains limited for many. The survey reveals a gradual shift: Gen AI is moving from novelty status toward becoming a practical tool. Awareness is steadily increasing, with over one-third of people having tried AI tools, while the number of those unfamiliar with AI continues to decline. However, regular use remains the exception rather than the norm.

Gen AI is shifting from novelty to necessity. While Gen AI still isn’t fully mainstream, the data clearly illustrates a gap narrowing between casual experimentation and consistent, purposeful use.

Between 2023 and 2024, the number of people unaware of AI tools fell from 45% to 35%. Meanwhile, those who have tried it rose from 31% to 43%. This shift indicates that AI is moving beyond just tech enthusiasts and early adopters. It’s catching the interest of a broader audience who are becoming both aware and curious. While not yet fully a part of everyday life, Gen AI is steadily working its way into Scandinavian awareness.

Figure 1. Familiarity with Gen AI: Yearly development
Which, if any, of the following Gen AI tools are you aware of?
Which, if any, Gen AI tools have you used?

^{Base: All adults 16-75. Base size: 2023 (n=4,200), 2024 (n=4,200).
Note: Multiple choice questions.}

Across countries, both awareness and usage have grown, with Denmark seeing the largest rise while Norway stays in front. Sweden is trailing slightly—possibly due a more cautious stance and ongoing debates around data privacy.

Figure 2. Awareness and use of Gen AI: Countries and yearly development
Which, if any, of the following Gen AI tools are you aware of? (The figure shows the respondents who chose at least one tool)
Which, if any, Gen AI tools have you used? (The figure shows the respondents who chose at least one tool)

^{Base: All adults 16-75. Base size: Norway, 2023 (n=1,050) Sweden, 2023 (n=2,003) Denmark, 2023 (n=1,147) Norway, 2024 (n=1,050) Sweden, 2024 (n=2,003) Denmark, 2024 (n=1,147).
Note: Multiple choice questions.}

Awareness and usage of AI tools are rising across age groups, with certain demographics leading the way. The 45-54 age group saw the biggest jump, with usage climbing from 22% in 2023 to 37% in 2024, showing that AI is resonating, even with older users.

Figure 3. Awareness and use of Gen AI: Age
Which, if any, of the following Gen AI tools are you aware of? (The figure shows the respondents who chose at least one tool)
Which, if any, Gen AI tools have you used? (The figure shows the respondents who chose at least one tool)

^{Base: All adults 16-75. Base size: 16-24, 2024 (n=608) 25-34, 2024 (n=789) 35-44, 2024 (n=713) 45-54, 2024 (n=758) 55-64, 2024 (n=687) 65-75, 2024 (n=645).
Note: Multiple choice questions.}

Men continue to lead in both awareness and usage of Gen AI, with 50% of Scandinavian male consumers having used Gen AI tools, compared to 36% of female consumers in 2024.

Figure 4. Awareness and use of Gen AI: Gender
Which, if any, of the following Gen AI tools are you aware of? (The figure shows the respondents who chose at least one tool)
Which, if any, Gen AI tools have you used? (The figure shows the respondents who chose at least one tool)

^{Base: All adults 16-75. Base size: Men, 2023 (n=2,120) women, 2023 (n=2,063) men, 2024 (n=2,116) women, 2024 (n=2,059).
Note: Multiple choice questions.}

One reason for this gender gap may be that women have a trust gap, which is also discussed in this years’ Deloitte TMT Predictions1. This survey reinforces the idea, revealing that women perceive AI responses as less factual than men do. The numbers also show that people, the older they get, are more skeptical about the factual accuracy of the tools. The Gen AI gender gap is a concern, as the users are a big component of Gen AI training and fine tuning, hence a gender gap may exacerbate bias.

Figure 5. Attitude towards Gen AI: Factual accuracy
To what extent do you agree or disagree with the following statement: “Gen AI always produces factually accurate responses”? (Figure shows respondents who have used any Gen AI tool and the share of respondents who chose “agree”)

^{Base: All adults who have used any Gen AI tool 16-75. Base size: Men, 2024 (n=1,018) women, 2024 (n=774).}

Among users of Gen AI tools, agreement is slightly higher in 2024 across most age groups compared to 2023. Younger users (16-24) show the highest levels of agreement, increasing from 25% in 2023 to 27% in 2024. Notably, the 35-44 age group saw the largest jump in agreement, rising from 17% to 22%. However, skepticism remains evident among older age groups, where agreement stays relatively low, with minimal increases between years - reflecting a growing trust among younger and middle-aged users while highlighting persistent caution among older demographics.

Figure 6. Attitude towards Gen AI: Factual accuracy and age
To what extent do you agree or disagree with the following statement: “Gen AI always produces factually accurate responses”? (Figure shows respondents who have used any Gen AI tool and the share of respondents who whose “agree”)

^{Base: All adults who have used any Gen AI tool 16-75. Base size: 16-24, 2023 (n=415) 25-34, 2023 (n=358) 35-44, 2023 (n=222) 45-54, 2023 (n=167) 55-64, 2023 (n=90) 65-75, 2023 (n=51), 16-24, 2024 (n=442) 25-34, 2024 (n=468) 35-44, 2024 (n=332) 45-54, 2024 (n=284) 55-64, 2024 (n=181) 65-75, 2024 (n=97).}

AI use approaches routine – but it isn’t a daily habit

Frequent engagement with AI tools is rising steadily. More users are now interacting with AI as close to a quarter of respondents’ state that they use an AI tool at least once a month and over 20% state that they use an AI tool on a weekly basis. Correspondingly, those who only tried it once or twice have dropped from 40% in 2023 to 27% in 2024. This shift points to more sustained interest and regular use.

Figure 7. Frequency of Gen AI use: Yearly development
You mentioned you have used Gen AI (e.g. ChatGPT, DALL-E, etc.). Which of the following best describes your usage?

^{Base: All adults 16-75 who have used any Gen AI tool and who did not answer “Do not know”. Base size: 2023 (n=1,283), 2024 (n=1,803).}

Weekly usage differs by gender: 24% of men use AI weekly, while 17% of women do. Daily use remains limited, with 6% of men and 5% of women engaging daily. These numbers suggest that AI, while not yet a daily habit, is gradually finding its place in people’s routines. With ongoing, consistent growth, AI might soon become a more frequent tool in everyday life.

Figure 8. Frequency of Gen AI use: Gender
You mentioned you have used Gen AI (e.g. ChatGPT, DALL-E, etc.). Which of the following best describes your usage?

^{Base: All adults 16-75 who have used any Gen AI tool and who did not answer “Do not know”. Base size: Male (n=1,043), Female (n=1,748).}

ChatGPT leads, but new contenders gain ground

ChatGPT remains the most widely used Gen AI tool, with 56% of users being aware of it and a substantial portion actively engaging across demographics. However, newer entrants like Google Bard/Gemini and Bing Chat/Copilot are catching up, with awareness and usage of these tools rising compared to 2023. Bing Chat/Copilot has gradually embedded Copilot into its Office suite, making AI seamlessly accessible within programs like Word, Excel, and Outlook. This integration likely contributes – and will probably continue to do so increasingly – to Copilot’s growing popularity, as it is now part of daily workflows for an increasing number of people. It also means that the consumer awareness of Bing Chat/Copilot may underreport actual usage: consumers may be using Gen AI tools and not even know it.

Figure 9. Awareness and use of Gen AI: Brands
Which, if any, of the following Gen AI tools are you aware of?
Which, if any, Gen AI tools have you used?

^{Base: All adults 16-75. Base size: 2024 (n=4,200).
Note: Multiple choice questions.}

When looking at the numbers for each country, awareness of Gen AI tools varies. ChatGPT takes the lead, where Norway tops the list with 59% of consumers aware of ChatGPT, followed by Sweden (55%) and the Netherlands (54%). Even in Italy, where awareness is lower, half of the consumers are familiar with ChatGPT.

In contrast, Snapchat’s “My AI” has a more limited reach. However, Norway again leads with 36% of consumers aware of the tool, but levels drop sharply in other countries, such as Italy (4%) and Belgium (8%).

Figure 10. Awareness of ChatGPT and Snapchat’s ‘My AI’: Country
Which, if any, of the following Gen AI tools are you aware of?

^{Base: All adults 18-75. Base size: Norway, (n=999) Sweden, (n=1,995) The Netherlands, (n=2,000) Belgium, (n=2,000) Denmark, (n=1,000) United Kingdom, (n=4,000) Italy, 2024 (n=2,000).
Note: Multiple choice question.}

More see AI becoming a part of daily life

The share of people who believe AI will become part of their daily routines has risen from 17% to 19%. This increase indicates a shift in perspective, with more people viewing AI as a potentially valuable, regular tool.

Figure 11. Integrating Gen AI into everyday life: Yearly development
To what extent do you agree or disagree with the following statements? - In 12 months time Gen AI will be an integrated part of my daily activities

^{Base: All adults 16-75. Base size: 2023 (n=4,200), 2024 (n=4,200).}

While uncertainty about AI’s role is declining, attitudes still vary across demographics. Younger age groups are especially receptive to AI’s integration into daily life, while older groups remain more skeptical or unsure. These differences might be because younger users are generally more comfortable with tech, and some groups may already see specific productivity benefits from AI. On the other hand, others might not yet see clear, practical applications in their own routines, making it harder for them to imagine AI’s everyday use. Privacy concerns could also contribute to a more cautious outlook.

Figure 12. Integrating Gen AI into everyday life: Age
To what extent do you agree or disagree with the following statements? - In 12 months time Gen AI will be an integrated part of my daily activities

^{Base: All adults 16-75 who are aware of any Gen AI tool. Base size: 16-24, (n=546) 25-34, (n=657) 35-44, (n=519) 45-54, (n=473) 55-64, (n=322) 65-75, (n=222).}

Looking at how Gen AI is used, work-related applications experienced the largest growth, climbing from 27% in 2023 to 37% in 2024. Meanwhile, personal use remains the most common purpose, with 71% of users showing minimal change from last year.

Figure 13. Gen AI purpose for use: Yearly development
Which of the following purposes have you used any Gen AI for?

^{Base: All adults 16-75 who have used any Gen AI tool. Base size: 2023 (n=1,303), 2024 (n=1,803).
Note: Multiple choice questions.}

Work applications for Gen AI are clearly gaining traction. The 35-44 demographic saw the largest increase, with usage for work rising from 28% to 45%. Even the 65-75 age group showed growth, increasing from 6% to 16%, although it remains the lowest overall.

Figure 14. Gen AI purpose for use: Age and yearly development
Which of the following purposes have you used any Gen AI for (Figure shows respondent who chose “Work”)

^{Base: All adults who have used any Gen AI tool 16-75. Base size: 16-24, 2023 (n=415) 25-34, 2023 (n=358) 35-44, 2023 (n=222) 45-54, 2023 (n=167) 55-64, 2023 (n=90) 65-75, 2023 (n=51), 16-24, 2024 (n=442) 25-34, 2024 (n=468) 35-44, 2024 (n=332) 45-54, 2024 (n=284) 55-64, 2024 (n=181) 65-75, 2024 (n=97).}

Gen AI is primarily used for personal purposes across Europe, with highest engagement in Norway (73%). However, work-related applications are gaining ground, particularly in the Netherlands (48%) and in Scandinavia, where 38% of users in Norway and Sweden use AI for work-related purposes.

While workplaces increasingly integrate Gen AI, its use in education has been more cautious. Ethical concerns, like plagiarism, and slower institutional adoption hinder broader implementation in education. On the other hand, it can be argued that educational use is still surprisingly high, despite these concerns. For the education sector, the challenge lies in finding ways to integrate Gen AI effectively while addressing concerns around ethics, equity, and teacher preparedness, ensuring technology supports learning rather than undermining it.

Figure 15. Gen AI purpose for use: Country
Which of the following purposes have you used any Gen AI for?

^{Base: All adults 18-75. Base size: Norway, (n=465) Sweden, (n=752) Denmark, (n=403) Netherlands, (n=2,000) Belgium, (n=707) United Kingdom, (n=1,473) Italy, 2024 (n=786). Note: Multiple choice question.}