According to 2026 data from the Generative AI Consumer Survey, about 80% of Portuguese and Spanish consumers now use AI tools, up sharply from 5% two years ago. In Portugal, trust in these technologies is notably strong, with 62% of users fully trusting the accuracy of the information, the highest in the region, followed by Spain at 53%.

This adoption phenomenon is transversal across various age groups, although younger generations are leading the process. Daily AI use is primarily driven by professional and academic tasks, with 39% of Portuguese consumers interacting with AI daily, compared to the European average of 35%.

In personal life, the tools are mainly used for research, shopping recommendations, and news. Notably, AI is already transforming fundamental habits: almost one in five consumers in the European Union has replaced traditional search engines with generative AI tools, with Spain registering the highest replacement rate (22%).

The impact on online commerce is equally evident, with 57% of Europeans using AI to support their purchasing decisions, particularly in the electronics and travel categories in the Iberian market.

Looking to the future, consumers in Portugal and Spain are increasingly enthusiastic about integrating AI into critical areas such as healthcare, transportation, and physical shopping experiences. For current non-users, free subscriptions and greater transparency in data privacy are cited as the decisive factors in adopting this technology, which is reshaping citizens' digital journeys.