Key stat: Over half of worldwide consumers (51%) want AI to improve their experience by helping them find products faster, according to February data from Twilio.

Beyond the chart:

• Over a quarter (27%) of US consumers think using AI for customer service saves time and resolves issues faster, per February data from Verint.
• A plurality of SMBs (36%) don't currently use AI because they're not familiar enough with the technology, according to March data from Verizon and Morning Consult.

Use this chart: Marketers and brands can use this chart to elevate messaging that touts their AI use as serving customers through discovery, personalization, recommendations, and speed.

Related EMARKETER reports:

• Generative AI Trends to Watch in 2025 (EMARKETER subscription required)
• Generative AI for Search in Retail (EMARKETER subscription required)

Methodology: Data is from the June 2025 Twilio "2025 State of Customer Engagement Report." 7,640 consumers worldwide and 637 business leaders were surveyed during January 3-February 17, 2025. Consumers were from 18 countries, namely Australia, Brazil, Chile, Colombia, France, Germany, Hong Kong, India, Indonesia, Italy, Japan, Mexico, Philippines, Singapore, Spain, Thailand, the UK, and the US. All consumer respondents own a smartphone and have shopped online in the past six months; samples in each country were balanced by gender and age, with additional racial diversity balancing in the US and the UK. Age groups included Gen Z (18–28), millennials (29–44), Gen X (45–60), and baby boomers (61–79). Business leaders surveyed hold senior leadership roles at director level or above, work full time at companies with 500 or more employees, and are familiar with their company’s customer experience, marketing technology, or customer data strategies. The sample included minimum quotas for C-suite executives and a balanced mix of company sizes above and below 5,000 employees.