What’s happening:

As AI tools become a more familiar part of everyday life, people are growing more aware of how much these systems seem to pick up about them. Many feel that AI understands their interests, habits, and even parts of their identity, which helps explain why these tools are becoming woven into daily routines. At the same time, though, that familiarity brings a new kind of unease. Overall, people can appreciate the convenience and enjoyment AI offers while still questioning how much control they really have over their information. Younger adults may lean into AI because it fits naturally into how they communicate and learn, while older adults approach it with a bit more caution—but across the board, there’s a shared uncertainty about where the line is between helpful personalization and something that feels a little too close for comfort. The result is a user base that sees clear value in AI but isn’t fully sure how much to trust the systems behind it.

What we found:

  • 55% of AI users feel somewhat or very comfortable with AI using their data to personalize their experience, with higher comfort among men (63%) compared to women (44%). 
  • Many believe AI tools can infer core personal attributes about them, including their interests and hobbies (60%), communication style (53%), and demographic details (55%).
  • 58% agree that AI makes their online experience more useful or enjoyable, yet 54% also feel that the more AI knows about them, the more concerning it feels. 
  • A desire for control shapes much of this caution: only 39% feel they have control over how AI uses their data, and 64% say they are cautious about sharing personal information with AI tools.

Why it matters:

These perceptions highlight a consumer who is intrigued by what AI can do but still needs reassurance about how their information is handled. When people believe a tool understands them, expectations for responsibility rise. Brands using AI in any capacity, from recommendations to customer service, have a chance to build trust by being clear about how personalization works and giving people simple ways to manage their data. Generational and gender differences also point to the value of flexible experiences: some audiences want more control, others want more utility, but nearly everyone wants to feel respected in the process. As AI becomes a more common part of everyday interactions, brands that deliver personalization with transparency, agency, and a sense of care will stand out.

(N=740, MoE ±3.6%, 95% CI,

Data Collected: October 31 – November 2 2025)

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