Is AI Really Everywhere? Familiarity with Generative AI Platforms Among General Consumers

Generative AI platforms are quickly becoming household names, but familiarity with these tools varies widely across demographics, regions, and other key segments. In our research-on-research, we wanted to uncover which platforms are most recognized and how awareness differs by gender, age, income, ethnicity, and more. We also examined how familiarity levels changed over time, tracking the steady rise across 2024. Whether it’s the standout leader like ChatGPT or emerging players like Grok and Claude, let’s dive into what we uncovered on the shifting landscape of generative AI awareness and familiarity.

Overall

When it comes to familiarity with generative AI platforms, ChatGPT leads the pack, with 31% of respondents placing it in the top two boxes of a five-point familiarity scale. Trailing behind are Gemini at 24% and Copilot at 21%, suggesting they are somewhat recognized but not as dominant. Claude (12%) and Grok (10%) show lower familiarity, indicating that these platforms may still be gaining traction or awareness among users.

Wave-Over-Wave

The familiarity with generative AI platforms showed consistent growth with consumers throughout 2024, with significant gains between each wave of our research-on-research. ChatGPT saw the most pronounced increase, with familiarity increasing 8% to 31% overall from Wave 1 to Wave 3. Copilot and Gemini also experienced strong growth, with Copilot rising from 9% to 21% and Gemini from 12% to 24% over the same period.

Even lesser-known platforms like Grok and Claude gained ground over this time, albeit more modestly, growing 4% and 5%, respectively.

Gender

When breaking down familiarity with generative AI platforms by gender, males report significantly higher awareness across the board. ChatGPT remains the most familiar for both groups, but 39% of males rank it in the top two boxes, compared to 24% of females. Similarly, platforms like Gemini (31% male vs. 18% female) and Copilot (28% male vs. 14% female) show a substantial gender gap. This pattern persists for lesser-known platforms, with Grok (14% vs. 7%) and Claude (15% vs. 8%) also seeing higher male familiarity.

Age

We found a sharp generational divide when it comes to familiarity with generative AI, with younger age groups significantly more aware of these platforms. ChatGPT dominates among 18-24-year-olds (50%) and 25-34-year-olds (44%), while familiarity drops drastically among older groups, reaching just 7% for those 65 and older. Similar trends are seen with Gemini (31% for 18-24 vs. 4% for 65+) and Copilot (22% for 18-24 vs. 6% for 65+).

Lesser-known platforms like Grok and Claude show low recognition overall, but younger audiences still lead, with familiarity nearly nonexistent among those 65+.

Income

Familiarity with generative AI platforms increases steadily with income levels, highlighting a clear correlation. ChatGPT sees the most significant jump, from 24% among those earning under $20,000 to 47% among those earning $100,000 or more. Similar trends emerge for Copilot and Gemini, with familiarity nearly doubling between the lowest and highest income brackets (17% to 34% for Copilot and 19% to 34% for Gemini).

Even for less familiar platforms like Grok and Claude, awareness rises with income. Grok familiarity climbs from 6% in the $20,000-$39,999 group to 16% for $100,000+, while Claude sees a similar rise from 7% to 19%.

Political Affiliation

Some intriguing differences exist in familiarity with generative AI platforms across political affiliations. As seen in other demographic breakdowns, ChatGPT stands out as the most recognized platform across all groups. Democrats reported the highest familiarity (37%) compared to Republicans (29%), Independents (27%), and those identifying as Other (23%). Similar trends appear for Gemini (30% Democrats vs. 23% Republicans) and Copilot (26% Democrats vs. 20% Republicans), while Independents and Others consistently report lower familiarity overall.

For lesser-known platforms like Grok and Claude, familiarity remains low across all groups, with Democrats again slightly ahead (13% and 14%, respectively).

Ethnicity

There are some notable differences in the familiarity with generative AI platforms across ethnic groups, with non-Caucasian groups reporting higher awareness overall. ChatGPT is most familiar among Asian/South Asian (48%), Hispanic/Latino (45%), and African American (43%) respondents, while familiarity is lower among Caucasians.

Similar trends are seen for Copilot and Gemini, with Asian/South Asian respondents leading familiarity (32% and 37%, respectively), followed by Hispanic/Latino and African American groups. Grok and Claude remain less familiar across all groups but see slightly higher recognition among African American (14% and 18%) and Hispanic/Latino (14% and 14%) respondents than Caucasians. These findings highlight a strong engagement with generative AI platforms among minority groups, suggesting opportunities to expand outreach further.

Region

Familiarity with generative AI platforms shows consistent regional patterns, with ChatGPT leading in every region. The West (33%) and Northeast (32%) report the highest familiarity with ChatGPT, while the Midwest trails slightly at 26%. Platforms like Gemini and Copilot maintain similar familiarity levels across regions, hovering around 20-24%, with no significant outliers. Grok and Claude show low familiarity nationwide for lesser-known platforms, with the Midwest reporting the least familiarity (9% for both).

Panel

Familiarity with generative AI platforms varies significantly across panels, with Panel E consistently reporting the highest awareness. ChatGPT leads with 38% familiarity in Panel E, noticeably ahead of panels like Panel H (20%) and Panel A (25%). This trend holds for other platforms, as Panel E also ranks highest for Copilot (28%) and Gemini (34%).

In contrast, Panels A, H, and L show lower familiarity overall, with Grok and Claude significantly underperforming. For instance, only 4% in Panel A and 6% in Panel L are familiar with Claude, compared to 17% in Panel E. These results suggest that generative AI platforms resonate most strongly with Panel E, signaling potential differences in exposure or engagement across panels.

Our findings revealed a dynamic and evolving familiarity with generative AI platforms shaped by factors like demographics, income, and time. While ChatGPT leads in awareness, other platforms like Copilot and Gemini are steadily gaining ground, particularly among younger, higher-earning, and diverse groups. As generative AI continues to integrate into daily life, these trends highlight opportunities for growth and gaps to address. The path forward lies in expanding accessibility and engagement, ensuring these transformative tools reach an even broader audience.

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