One-third of Gadget owners say they don’t need AI at all, study finds

Despite the rapid push of AI-powered features into consumer devices, a significant share of users remains unconvinced. A new study from market research firm Circana suggests that one in three gadget owners sees little to no value in on-device AI.

While AI awareness is high, practical interest lags behind. For many consumers, artificial intelligence doesn’t meaningfully improve how their devices already work — making it feel more like a marketing feature than a real upgrade.

Awareness doesn’t equal interest

Circana’s survey of U.S. consumers aged 18 and older highlights a clear gap between awareness and adoption. While 86% of respondents say they are familiar with AI, 35% report having no interest in AI features on their devices.

For these users, the issue isn’t confusion or lack of exposure. It’s relevance. AI simply doesn’t solve problems they feel they already have.

Users are pushing back

Among respondents who are skeptical of AI on their devices:

• Nearly two-thirds say their current gadgets already handle essential tasks well, making AI feel unnecessary rather than helpful
• 59% cite concerns about data privacy and how personal information is processed
• 43% say they don’t want to pay extra for devices with built-in AI features
• Only 15% believe AI tools are too complex to learn

The data suggests resistance isn’t driven by fear or technical barriers. Instead, cost, privacy concerns, and unclear benefits remain the biggest obstacles.

Younger users are more open to AI

Skepticism toward AI isn’t universal. Overall, 65% of respondents say they are open to using AI on at least one device.

Age plays a major role. Among consumers aged 18 to 24, AI acceptance rises sharply to 82%, highlighting a generational divide that could shape future adoption trends.

The real challenge: Proving value

According to Sarah Rosenman, senior analyst at Circana, the biggest barrier to AI adoption isn’t awareness — it’s relevance.

Manufacturers and marketers will need to clearly demonstrate how specific AI features solve everyday problems. Without clear, tangible benefits, AI risks being perceived as an expensive add-on rather than a meaningful improvement.

Consumers aren’t rejecting AI outright. They’re rejecting AI that doesn’t justify its presence — or its price. Until AI features deliver clear, everyday value without compromising privacy, adoption is likely to remain uneven.

Source: Circana via tomshardware.com