Only 8% of Americans Willing to Pay More for AI, ZDNET-Aberdeen Study Finds

Generative AI Hype vs. Reality: A Closer Look at User Interest

It's easy to get swept up in the excitement surrounding generative AI these days. From tech giants to startups, everyone seems eager to integrate AI assistants into their products, promising a revolution in how we live and work. But a recent ZDNET/Aberdeen survey conducted in March 2025 paints a different picture. It reveals a significant gap between the aggressive push from vendors and the lukewarm reception from users, at least for now.

The survey's findings are quite telling: a whopping 71% of Americans aren't willing to pay extra for AI assistant features in the products they use. This sentiment varies across age groups, with 81% of those over 55 feeling the same, compared to 56% of the 18-34 age bracket. Even among the tech-savvy Gen Z, only 16% are willing to pay more for AI capabilities. It seems that the enthusiasm for AI assistants isn't quite as widespread as vendors might hope.

Key Takeaways from the Survey

• A majority of US adults aren't keen on using most AI features. The only exception is using AI to answer questions, with 52% saying they would use it frequently or occasionally, and 13% opting for frequent use.
• The least popular AI feature? Using an AI assistant to manage tasks, with 64% of respondents saying they wouldn't use it or would even turn it off or stop using a product with this feature.
• When asked if they would stop using a product if they couldn't disable AI assistant features, 31% said they would, including 28% of Gen Z, with an additional 38% saying they might. This suggests that AI assistants could actually be a deterrent for retaining customers.
• On the brighter side, a majority found value in all AI applications tested, with photo editing being the most valued (58% found it very or somewhat valuable) and virtual meeting tools the least (52% found value).

These results stand in stark contrast to the strategies of top vendors, who are charging ahead with embedding AI assistants into everything from smartphones to productivity tools. Many are also planning to increase costs or charge extra for these AI features, expecting users to embrace AI in all aspects of their lives. However, with only 8% of adults willing to pay extra for AI capabilities, it's clear that this strategy might not pay off as expected.

Recent surveys by CNET and Aberdeen echo these sentiments, indicating a general lack of enthusiasm for AI feature sets. Some even suggest that AI has already entered the "trough of disillusionment" phase of the Gartner hype cycle.

Disinterest in AI Assistants: A Cross-Generational Trait

To delve deeper into the disinterest in AI, the survey asked US adults about their willingness to use various AI capabilities, from writing and image editing to answering questions and managing daily tasks. The results were clear: a majority said they would never use AI in most cases.

What's more concerning, given the hype around AI becoming central to daily life, is that frequent use of AI was in single digits for all but one use case—answering questions, with 13% opting for frequent use. This suggests that even those who do use AI will mostly do so occasionally, hardly aligning with the narrative of AI becoming the primary way things are done.

Some might argue that older generations are skewing these results due to their discomfort with AI. However, even among Gen Z (18-28), the enthusiasm for AI features remains tepid. Frequent usage among this group stays in the mid-teens, with only using AI to answer questions breaking the 20% threshold at 23%. Around half of Gen Z respondents said they would never use specific AI features, indicating that relying on younger generations to boost AI adoption might not be a winning strategy.

Consider AI assistants designed to help with common tasks and scheduling, like arranging travel or making dinner reservations. These are often highlighted in vendor announcements, but our research shows they're among the least popular AI capabilities. A staggering 64% of adults said they would never use an AI assistant for task management, with 49% of Gen Z and 56% of Millennials feeling the same. It seems that vendors might be pushing what they think users want, rather than what users actually value.

Seeing the Potential Value in AI Assistants

While the survey results might be disheartening for companies betting big on AI assistants, it's not all doom and gloom. When asked about the potential value of AI device integrations, the responses were more positive.

In all AI use cases tested, a majority of adults found AI capabilities to be very or somewhat valuable, and over 60% of Gen Z adults felt the same. Interestingly, integrating AI into photo editing tools—an area where users were least likely to say they'd use it—was seen as highly valuable, with 58% finding it so.

This highlights an important point: the frequency of use doesn't necessarily correlate with perceived value. US adults see more value in an AI that occasionally helps with photo editing than in an AI assistant managing all their daily tasks.

Just a year ago, it seemed like generative AI and AI assistants were poised for immediate success, bypassing the typical hype cycles. But as the hype cycle for these technologies trends downward, we're seeing a familiar pattern: overpromised capabilities, ignored potential downfalls like hallucinations and inaccuracies, and a disconnect from what users actually want.

However, there's hope on the horizon. If businesses can slow down, focus on where AI truly adds value, and avoid pushing unwanted or unready features, there's potential for AI and AI assistants to become integral to everyday work and personal lives, avoiding the bottom of the hype cycle.

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+).