TLDR : Generative AI is increasingly adopted by the French, especially among 18-34 year-olds with 76% of users, according to a study by Havas Market. AI influences purchasing behaviors, with 61% of users using these tools to discover new products or services, and 42% saying they enhance their confidence in purchasing decisions.
Generative AI is now establishing itself as a key player in the French digital landscape. Based on a representative sample of 2,038 people, the study "The French, AI, and Commerce: Usage and Attitudes", conducted by Havas Market in partnership with Toluna, highlights a rapid diffusion of generative AIs in the daily practices of the French, with notable impacts on purchasing behaviors.
A Growing Adoption Driven by Younger Generations
Generative AI has democratized rapidly: 59% of the French use it for personal and/or professional purposes. However, this adoption is most pronounced among 18-34 year-olds, with 76% of users compared to 64% among 35-54 year-olds and 33% among those 55 and older.
Users report using an average of two AI solutions. Among the younger generation, this number rises to three. The free version of OpenAI's ChatGPT dominates the landscape, used by 80% of respondents, a figure that rises to 86% in the 18-34 age group. Google’s Gemini and Microsoft’s Copilot follow with 33% and 19%, respectively. The presence of
Mistral AI, the first French company in the ranking, demonstrates a still-emerging but significant local dynamic.
AI, the New Daily Assistant
Beyond adoption, the study details the areas where GenAI finds concrete utility. Health-related searches top the list (35%), followed by cultural uses, leisure, and outings (34%), then travel and mobility (31%). These figures suggest an extension of usage well beyond the simple professional framework.
Their ability to provide precise and contextualized responses gives generative AI tools a growing role in consumption: 67% of users claim to be satisfied with the answers obtained.
An Impact on the Purchase Journey
Generative AI tools do more than inform: they guide. For 61% of users, they serve as inspiration or facilitate the discovery of new products or services. 42% indicate that they enhance their confidence in purchasing decisions, and 17% even assert that they directly influence their final choice.
This influence translates into concrete behaviors, particularly among 18-34 year-olds: 40% purchase directly online after an AI recommendation, 30% go to a store. Those over 55 are also influenced: 25% say they complete their purchase in-store after interacting with an AI tool.
A Strategic Turning Point for Brands
To be visible, brands must rethink their strategies and integrate these new technologies to meet the expectations of consumers seeking ever more relevant recommendations.
According to Nathalie Bajeux, Chief Digital Officer of Havas Media Network:
“54% of the French report using an AI tool for personal purposes, a little over two years after their emergence in the public sphere. This ratio illustrates the revolution we are experiencing, comparable to the democratization of electricity or the internet. Brands must seize it.”
To better understand
What are the regulatory challenges related to the increasing adoption of generative AI in France?
The increasing adoption of generative AI in France raises concerns about data privacy regulations, copyright protection, and algorithm transparency. Policymakers must navigate European frameworks like the General Data Protection Regulation (GDPR) and potentially implement specific laws tailored to generative AI technologies to ensure responsible use.
How did OpenAI's ChatGPT manage to dominate the generative AI market in France?
OpenAI's ChatGPT succeeded in dominating the market due to its easy access, particularly with its free version, its advanced natural language processing technology, and strong brand recognition. This facilitated rapid adoption among a broad audience, especially among the younger generation, compared to other competing solutions.
