Cisco-OECD Study Reveals Generative AI Adoption Driven by Youth and Emerging Economies
The study identifies geographic and generational divides, revealing who benefits most from AI and where digital well-being may be at risk.
Generative AI is rapidly moving from novelty to daily use, but adoption patterns indicate that not everyone benefits equally. Cisco, in partnership with the Organisation for Economic Cooperation and Development (OECD) on the Digital Well-being Hub, released research examining how AI impacts people’s lives. The study identifies geographic and generational divides, revealing who benefits most from AI and where digital well-being may be at risk.
The research found that young adults under 35 are the most active users of generative AI and digital platforms globally. Emerging economies, particularly India, Brazil, Mexico, and South Africa, lead in AI adoption, showing the highest usage rates, trust levels, and engagement with AI training. European countries, in contrast, displayed lower trust and more uncertainty about AI use, reversing historical trends in technology adoption.
Populations in India, Brazil, Mexico, and South Africa also reported the highest recreational screen time, the greatest reliance on digital-only socializing, and the most pronounced emotional highs and lows from technology use. Globally, individuals spending more than five hours daily on recreational screens reported decreased well-being and lower life satisfaction, highlighting the importance of prioritizing digital health alongside AI adoption.
Generational differences in AI use were also observed. Younger adults reported that most or all of their social interactions occur online and expressed greater confidence in AI’s usefulness. Over half of under-35s actively use AI, more than 75% find it useful, and nearly half of adults aged 26–35 have completed AI training. Older adults, particularly those over 45, were less likely to use AI, and many over 55 were uncertain about their trust in AI, often due to unfamiliarity rather than outright rejection.
The study underscores the need for inclusive AI adoption by bridging digital skills gaps, fostering digital literacy across all age groups, and emphasizing well-being alongside technological innovation. By addressing these divides, AI adoption can deliver meaningful benefits globally and ensure that digital transformation supports all individuals.
