You may have noticed AI is being baked into nearly every phone, laptop and gadget we buy — but a new report suggests a surprising reality: a large chunk of consumers simply don’t want it.
A new survey from Circana Connected Intelligence finds that while awareness of AI is extremely high, about 35% of U.S. consumers say they do not want AI built into their devices at all. And crucially, the resistance isn’t driven by confusion or tech anxiety — it’s driven by perceived usefulness.
People know what AI is — they just don’t think they need it
According to the report, 86% of U.S. consumers (18+) are aware that AI is already embedded in devices like smartphones, smart speakers, and laptops. Yet awareness hasn’t translated into enthusiasm. Among the one-third of consumers who say they don’t want AI on their devices, the reasons break down like this:
- “I don’t need it.” This was the top reason — many people feel their current devices already work just fine.
- Privacy concerns. A majority worry about how AI collects and uses personal data.
- Cost concerns. Many don’t want to pay extra for AI-powered versions of products.
- It’s not too complicated. Only a small fraction said AI feels too confusing — meaning rejection is about value, not comprehension.
This challenges a common industry assumption: that AI skepticism is about people not understanding the technology. Instead, this suggests consumers are making a deliberate judgment that AI features don’t feel worth it yet.
Who actually wants AI?
Not surprisingly, interest skews younger. Consumers ages 18–24 are far more open to AI features (82% express interest in at least one AI-enabled device) — while enthusiasm steadily declines with age.
For now, voice assistants remain the most widely used AI feature, especially on smartphones, which still serve as the primary gateway to AI for most people.
What this means for Apple, Google and Samsung
For tech companies racing to brand everything “AI-powered,” these findings are a genuine wake-up call. The data suggests that slapping “AI” onto a product is no longer enough — and in some cases, it could even make consumers more skeptical rather than more excited.
As Apple, Google, and Samsung double down on AI as the defining feature of their next generation of phones, laptops and smart home devices, they may need to rethink how they position these tools.
Instead of assuming AI is automatically a selling point, companies will likely need to be far more deliberate about how — and why — they deploy it.
That could mean:
- Make AI features genuinely useful and visible
- Be more transparent about privacy
- Avoid forcing AI experiences that feel gimmicky
- Show clear benefits instead of vague promises
Bottom line
As Circana analysts note, AI is moving from the cloud onto devices — but consumers ultimately decide whether that shift actually matters to them.
Right now, for a sizable minority, the answer is simple: no thanks.
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