Nearly two-thirds (65%) of employees use free external GenAI in work or pay for the tool themselves, but number of companies encouraging its use has nearly doubled, shows third annual Deloitte GenAI pulse
- Only 35% of the survey respondents work foran employer who pays for it.
- The number of respondents who said their workplace had policies or guidance about the use of GenAI for work purposes jumped. In 2025, just 19% of those surveyed said their company does not have a policy or guidance, but in 2024, 90% of employees reported a lack of guidance or policies.
- Number of companies encouraging use of GenAI nearly doubled compared to 2024 (46% from 24%).
- While awareness of GenAI is high amongst the workforce, those aged 45 and younger reported using it more. More than 4 in 5 (83%) of Gen Zs and 76% of Millennials use GenAI, compared to just 57% of Gen X and 33% of Boomers.
- Since 2023, a consistent number (more than one-third) of GenAI users believe AI always produces factually accurate responses. 35% in 2023, 34% in 2024 and in 2025. Nearly two-thirds (62%) have noticed AI-generated web search summary and 64% AI-generated content on social media. 40% come across AI-generated news articles written by AI.
In Deloitte’s third GenAI pulse, 65% of respondents said they use free external GenAI in work or pay for the tool themselves. Only 35% work for an employer who pays for it.
Despite this, the number of companies encouraging GenAI use has nearly doubled compared to 2024; nearly half (46%) work for a company that encourages the use of GenAI. In contrast to 2024 when less than one-quarter (24%) strongly agreed or agreed that their company encouraged it’s use.
The findings come from Deloitte Ireland’s third GenAI pulse survey as part of the Digital Consumer Trends report, where 1,000 people were surveyed between the ages of 18 and 75 in Ireland.
The number of respondents who said their workplace has policies or guidance about the use of GenAI for work purposes has jumped. In 2025, just 19% of those surveyed said their company does not have a policy or guidance, but in 2024, 90% of employees reported a lack of guidance or policies.
Talent remains the biggest challenge for embedding AI, with 84% citing skills gaps as the main barrier, according to additional Deloitte AI research published last week which gathered views of C-suite leaders and directors in Ireland.
Commenting on the report’s findings, Lynn Guilbaud, Technology, Media & Telecommunications Leader in Deloitte Ireland, said:
Everyone has heard the expression people won’t be replaced by AI, but will be replaced by people using it. This is why it’s positive to see a growing number of organisations with policies and guidance around its use. This technology isn’t just a tool, it’s a game-changer that can revolutionise how we work, boosting efficiency, unlocking new levels of productivity and fundamentally transforming the competitivenessof organisations who embrace it.
But this won’t happen overnight. To harness AI’s potential, organisations need to invest in ongoing training and support, guiding their teams every step of the way.
There is a clear gap between generations’ GenAI use, despite awareness being high across age groups. More than 4 in 5 (83%) of Gen Zs and 76% of Millennials use GenAI, but this drops to just over half (57%) in Gen X and only one-in-three (33%) of those aged 60-75years old.
The most common reason to use the technology is for personal purposes (75%), followed by work (42%) and education (36%).
The reasons for using GenAI are consistent with 2024, although there was a 12% increase of people using it to look up information (44% vs 56%). Searching for information, writing and editing emails, and generating ideas are the top three reasons GenAI is used.
Since 2023, a consistent number of GenAI users (more than one-third) believe AI always produces factually accurate responses. 35% in 2023, 34% in 2024 and in 2025. This is similar to the number of users who believe the technology’s responses are unbiased – 31% in 2023, 28% in 2024, and 32% in 2025.
64% actively use AI tools. In contrast, 4 in 5 passively engage with GenAI, including web search summaries or AI-generated content on social media.
Nearly two-thirds (62%) have noticed AI-generated web search summary and 64% AI-generated content on social media. 40% come across AI-generated news articles written by AI.
Daily and weekly use of GenAI is nearly doubling year-on-year, while non-usage consistently drops.
|
Daily |
Weekly |
Not used GenAI |
2025 |
11% |
21% |
37% |
2024 |
5% |
13% |
53% |
2023 |
2% |
7% |
66% |
Colm McDonnell, Head of Technology, Media and Telecommunications in Deloitte Ireland, added:
Our Deloitte survey reveals a fascinating trend of young professionals leading the charge in adopting AI, highlighting the need for tailored training that speaks to different generations and skill levels.
While concerns around privacy and data security are valid, one way to manage these risks is by promoting the use of company-approved AI tools. With nearly two-thirds of respondents already using free or personally paid for AI platforms, its clear teams are eager to innovate. Now it’s up to organisations to fuel that
enthusiasm with the right tools, training, and trust.
Notes to Editors:
Defined generations mentioned in this survey:
- Gen Zs are aged 16 to 29. This study did not survey respondents younger than 18 years of age.
- Millennials are aged 30 to 45 years of age.
- Generation X are aged 46 to 59 years of age.
- Boomers are aged 60 to 75 years of age.
About the Digital Consumer Trends Survey
The Deloitte Digital Consumer Trends report is an annual survey of consumers which explores their digital usage and attitudes towards technology. The report surveyed 1,000 people between the ages of 18 and 75 in Ireland.
About Deloitte
At Deloitte, we make an impact that matters for our clients, our people, our profession, and in the wider society by delivering the solutions and insights they need to address their most complex business challenges.
As the largest global professional services and consulting network, with approximately 457,000 professionals in more than 150 countries, we bring world-class capabilities and high-quality services to our clients.
In Ireland, Deloitte has approximately 3,000 people providing audit, tax, consulting, and financial advisory services to public and private clients spanning multiple industries. Our people have the leadership capabilities, experience and insight to collaborate with clients so they can move forward with confidence.
In this press release references to Deloitte are references to Deloitte Ireland LLP. The information contained in this press release is correct at the time of going to press. Deloitte Ireland LLP is the Ireland affiliate of Deloitte NSE LLP, a member firm of Deloitte Touche Tohmatsu Limited, a UK private company limited by guarantee (“DTTL”). DTTL and each of its member firms are legally separate and independent entities. DTTL and Deloitte NSE LLP do not provide services to clients. Please see www.deloitte.com/about to learn more about our global network of member firms.
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