40% of US consumers will pay for AI tools if companies earn their trust with transparency

A new Deloitte survey of over 3,500 US consumers reveals that 40% are willing to pay for generative AI tools, with trust and innovation serving as key drivers of purchasing decisions. The findings challenge previous research suggesting minimal consumer willingness to pay for AI services, highlighting how perceived responsibility and transparency directly correlate with spending behavior.

What you should know: Consumer adoption of generative AI has accelerated dramatically over the past year.

• 53% of surveyed consumers are now experimenting with or regularly using gen AI, up from 38% in 2024.
• 42% of regular users report gen AI has a “very positive” effect on their lives, surpassing perceptions of devices (36%) and apps (29%).
• Just over half use AI tools daily, while 38% engage with the technology at least weekly.

The big picture: Willingness to pay for AI tools varies significantly based on how consumers perceive their providers’ innovation and data stewardship practices.

• Deloitte categorized tech vendors into four segments: Fast Innovators, Trusted Trailblazers, Data Stewards, and Slow Movers.
• Consumers aligned with “Trusted Trailblazers” spend 62% more annually on tech devices and 26% more monthly on services compared to those using “Slow Movers.”
• The correlation suggests that combining innovation with strong data protection creates measurable economic value.

Why consumers don’t pay: Among users unwilling to spend money on AI tools, practical concerns dominate their reasoning.

• 50% say free tools are sufficient for their needs.
• 20% don’t use AI frequently enough to justify payment.
• 17% cite price as the primary barrier.

Growing risk awareness: Consumer concerns about AI safety and misuse are increasing alongside adoption rates.

• 82% of gen AI users now worry the technology could be misused, up from 74% last year.
• 74% fear AI could erode critical thinking skills.
• One-third have encountered incorrect or misleading information when using gen AI, while 24% report data privacy issues.

What they’re saying: Deloitte researchers emphasize that trust should be treated as a core product feature rather than an afterthought.

• “Consumers are more likely to engage with — and pay for — tech experiences they trust,” the research team noted.
• Lead author Steve Feinberg explained that consumers are “starting to evaluate the trade-offs, especially when it comes to privacy and security.”

What vendors should do: The research suggests companies should embed transparency and data protection directly into their products rather than relegating these concerns to policy documents.

• Providers can build long-term customer loyalty by making explainability and strong data protection core product features.
• The spending patterns indicate that vendors focusing on both innovation and responsibility can capture significantly more consumer wallet share.