Over 30% of U.S. Internet Users Now Use AI Tools Each Month, Marking a Significant Shift in Digital Behavior

Comscore, a global leader in measuring and analyzing consumer behavior, has announced the integration of consumer AI tool usage data into its industry-leading reporting suite. This new dataset captures site visitation metrics for 117 AI tools and features, categorized into nine distinct groups and measured across both PC and mobile platforms.

With this enhancement, Comscore equips advertisers, agencies, and brands with deeper insights into how consumers engage with AI technologies — ranging from fully AI-powered platforms like ChatGPT and Microsoft Copilot to widely used applications incorporating AI capabilities, such as Canva. The dataset is designed to reflect real-world usage, offering actionable intelligence on how AI tools are transforming digital behavior.

“Our clients are looking for clarity as they navigate the explosive growth of AI,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “This new data set not only illustrates the rapid adoption of AI tools, but also provides the foundational metrics needed to understand how this shift in consumer behavior is impacting the entire digital ecosystem. As AI continues to reshape the way consumers interact with content, these insights will be critical for brands, publishers, and content creators looking to stay ahead of the curve and capture the full potential of this evolving landscape.”

Key Insights from the New Data Include:

  • Widespread Adoption: Over 30% of the U.S. online population actively uses AI tools each month, highlighting the rapid expansion of the category. Leading tools include OpenAI’s generative AI, Microsoft’s generative AI, and Canva’s AI features.
  • Cross-Platform Growth: 67 million U.S. consumers interact with AI on mobile devices, underscoring the strong momentum beyond desktop usage.
  • Category Leaders: Creative AI tools dominate the top categories, with projected monthly visitors including Audio (23.8M), Image Generation (23M), Design (23M), and Video Generation (22.4M).

This release marks the first phase in Comscore’s broader initiative to deliver deeper, more actionable insights into the rapidly evolving AI ecosystem. The goal is to empower brands to adapt effectively in a digital environment where AI is increasingly embedded into everyday user experiences.

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