Only 8% of Americans would pay extra for AI, according to ZDNET-Aberdeen research

If one listens casually to the discourse around generative AI today, it would be easy to come to the conclusion that everyone is clamoring for more AI capabilities and can’t wait to use them in their daily lives. But a recent ZDNET/Aberdeen survey into AI assistants shows a clear disconnect between how much vendors are pushing AI assistants and how much users actually want these capabilities — at least for now.

In fact, the survey from March 2025 found that 71% of Americans would not pay extra for AI assistant features in the products that they use. And while this number does change based on age group (with the number rising to 81% for those 55+ and falling to 56% for those 18-34), there is little enthusiasm across the board for AI assistant features, with only 16% of the Gen Z demographic saying that they would pay extra for AI.

Key takeaways from the survey

• A majority of all US adults say in one way or another they will not use most AI features. Only “using AI to answer questions” had a slight majority, with 52% saying they would frequently or occasionally use it. Also, answering questions was the only AI feature that broke single digits for frequent use, with 13% saying they would use it frequently.

• The least desired use of an AI feature was “an AI assistant to manage tasks”, with 64% saying they wouldn’t use it, would turn off the capability if possible, or would stop using a product with this feature.

• When asked if they would stop using a product if they couldn’t turn off or remove AI assistant features, 31% said they would stop using that product (including 28% of Gen Z), with an additional 38% saying they might. With these results, one can even see that for a significant segment of users, AI assistants could actually be a negative when it comes to gaining or retaining customers.

• On the flip side, a majority found value in all the AI applications tested, with the most valuable being “using an AI assistant for photo editing” (with 58% feeling it would be very or somewhat valuable) and the least valuable being “AI assistant for virtual meeting tools” (with 52% finding value).

These findings are in stark contrast to the way that many of the top vendors are approaching AI and AI assistants. In most cases, vendors are taking a full-steam-ahead strategy of embedding AI assistants in all of their core products, from smartphones to productivity tools to meeting and communications apps. 

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Along with these aggressive AI strategies are equally ambitious plans to increase costs or make AI a feature that users will pay extra for. Given the amount of effort and resources that vendors are putting into AI and AI assistants, they clearly expect users to wholeheartedly embrace AI in all parts of their work and personal lives.

However, the recent ZDNET/Aberdeen survey shows that there is little current evidence that this strategy will pay off, with only 8% of adults saying they would pay extra for AI capabilities in their products and services. And recent surveys by CNET and Aberdeen show a similar lack of enthusiasm for AI feature sets, with some suggesting that AI has already entered the “trough of disillusionment” phase of the Gartner hype cycle. 

In fact, when we asked adults if they would stop using a product if they couldn’t turn off or remove AI assistant features, 31% said they would stop using that product (including 28% of Gen Z), with an additional 38% saying they might. With these results, one can even see that for a significant segment of users, AI assistants could actually be a negative when it comes to gaining or retaining customers. 

Disinterest in AI assistants is a cross-generational trait

To understand if the disinterest in AI capabilities was broad-based or focused on specific AI features, we asked  US adults questions on how frequently they would use common AI capabilities, from writing to image editing to answering questions to assistants to help with daily tasks. A majority of adults said they would never use AI in most cases tested. 

Even more concerning, given how most hype around AI centers around how it will become central to your daily life, users who said they would frequently use AI were in single digits in all but one use case (using AI to help answer questions, which was at 13%). This means that even among those who will use AI, they will mostly only use it occasionally, which hardly fits the narrative of AI being the main way things will get done.

Of course, some would respond that the results are skewed by older generations who are uncomfortable with AI. But when we look at just Gen Z (18 -28), while the results for AI improve, they are hardly enthusiastic. 

In most cases among Gen Z, frequent usage of AI features stays in the mid-teens, with only “using AI to answer questions” breaking the one in five threshold (23%). And Gen Z adults who say they will never use specific AI features stays right around half, meaning that relying on Gen Z to make up for lack of enthusiasm among older generations may not be a winning strategy.

But what about AI assistants designed to help users with common tasks and scheduling? For example, using an AI assistant to arrange travel, purchase goods or make a dinner reservation. Attend any vendor announcement about new AI capabilities and these examples are typically front and center.

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However, our research shows that this is one of the least popular of all AI capabilities. We found that 64% of adults said that they would never use an AI assistant to manage and schedule tasks and events (with 6% of those going as far as to say they’d stop using a product with this capability) 49% of Gen Z and 56% of Millennials would never use AI for this. Right now, this appears to be a clear case of AI vendors telling users what they want rather than looking for areas where users might actually value AI.

Seeing the potential value in AI assistants

While the results of this survey are hardly good news for any company that is all-in on AI assistant use right now, adults are not completely down on AI and AI assistants. When we asked if they saw potential value in AI device integrations, the results were definitely more positive for AI proponents. 

In all AI use cases tested, a majority of adults found AI capabilities very or somewhat valuable, and in Gen Z adults, over 6 in 10 found value in all areas tested. Interestingly, integrating AI assistants into photo editing tools, a capability that was among the lowest when asked if they would use it, was one area where users saw the most potential value, with 58% finding it very or somewhat valuable. 

This ties into the insight that among end users, frequency of use is not necessarily connected to value. US adults see an AI that occasionally helps with improving photos and media to be more valuable than, for example, an AI assistant designed to run all of your daily tasks.

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While just a year ago it might have seemed that generative AI and AI assistants would be immediate successes and avoid classic hype cycles, we see that is not the case. As the hype cycle for generative AI and AI assistants starts to trend downward, we see a typical situation where a technology’s capabilities are overpromised, potential downfalls (such as hallucinations and inaccuracies) are ignored, and what users actually want is not taken into account. 

But there is promise on the horizon. If businesses can slow down enough to focus on where AI provides actual assistance and can avoid indiscriminately pushing unwanted and unready capabilities at users, there is good potential for AI and AI assistants to avoid the bottom of the hype cycle and become a regular piece of everyday work and personal lives. 

Methodology: All figures, unless otherwise stated, are from YouGov Plc. The total sample size was 2,354 adults. Fieldwork was undertaken between March 6-10, 2025.  The survey was carried out online. The figures have been weighted and are representative of all US adults (aged 18+).