Does AI Make Us Think Less—or More and Better?
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US Consumer Confidence

Does AI Make Us Think Less—or More and Better?

29 October 2026 / Report

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Is our use of AI hurting or strengthening our thinking and the value of our work? We asked 3,000 US consumers how often they use generative AI tools and how they perceive this has affected their own thinking and work outcomes compared to last year. This report reveals predominantly positive perceptions but also uneven distribution of perceived benefits across age, gender, and income segments and a few potential red flags, especially regarding people under 35.

Trusted Insights for What’s Ahead®

  • Many respondents told us that using AI tools has enhanced the quality of their work and thinking, and investing in more independent thinking before using AI has compounded those benefits. Respondents who reported investing a greater amount of mental effort before turning to AI compared to a year ago were also substantially more likely to report improvements in work quality, decision-making, creativity, AI error recognition, and time for higher-value work than those who reported investing less effort than before. These AI benefits are particularly relevant to marketing and communications teams, where strategy, creativity, judgment, innovation, and stakeholder understanding matter for business growth.
  • AI doesn’t necessarily cause everyone to abandon independent thinking; rather, it may encourage some to think more deeply, supporting value creation. Many respondents reported thinking more before turning to AI, increased efforts to stay mentally sharp, and greater ability to complete tasks without AI compared to one year ago. Managers should reinforce the importance of independent thinking rather than simply delegating cognitive tasks to AI.
  • Frequent AI use is linked overall to greater reported benefits, but on the margins, we also see potential risks of uncritical trust in AI and less independent thinking. Users who turn to AI tools several times a day reported particularly strong positive impacts, alongside greater acceptance of AI output without questioning it, compared with overall users. This could either reflect thoughtful AI use and confidence in AI output gained through AI experience or less critical reliance on its output. Team leaders should encourage thoughtful, responsible AI use and help employees, especially younger ones, strengthen their independent cognitive capabilities.
  • AI’s perceived benefits vary across demographic groups, potentially creating new divides. Users under age 35 reported the greatest AI use and impacts, both positive and negative. Among other demographic differences, men were generally more likely than women and higher-income people more likely than lower-income groups to report AI use and resulting benefits. Employers should ensure equitable access to AI tools and skills development to help prevent emerging disparities.

Is our use of AI hurting or strengthening our thinking and the value of our work? We asked 3,000 US consumers how often they use generative AI tools and how they perceive this has affected their own thinking and work outcomes compared to last year. This report reveals predominantly positive perceptions but also uneven distribution of perceived benefits across age, gender, and income segments and a few potential red flags, especially regarding people under 35.

Trusted Insights for What’s Ahead®

  • Many respondents told us that using AI tools has enhanced the quality of their work and thinking, and investing in more independent thinking before using AI has compounded those benefits. Respondents who reported investing a greater amount of mental effort before turning to AI compared to a year ago were also substantially more likely to report improvements in work quality, decision-making, creativity, AI error recognition, and time for higher-value work than those who reported investing less effort than before. These AI benefits are particularly relevant to marketing and communications teams, where strategy, creativity, judgment, innovation, and stakeholder understanding matter for business growth.
  • AI doesn’t necessarily cause everyone to abandon independent thinking; rather, it may encourage some to think more deeply, supporting value creation. Many respondents reported thinking more before turning to AI, increased efforts to stay mentally sharp, and greater ability to complete tasks without AI compared to one year ago. Managers should reinforce the importance of independent thinking rather than simply delegating cognitive tasks to AI.
  • Frequent AI use is linked overall to greater reported benefits, but on the margins, we also see potential risks of uncritical trust in AI and less independent thinking. Users who turn to AI tools several times a day reported particularly strong positive impacts, alongside greater acceptance of AI output without questioning it, compared with overall users. This could either reflect thoughtful AI use and confidence in AI output gained through AI experience or less critical reliance on its output. Team leaders should encourage thoughtful, responsible AI use and help employees, especially younger ones, strengthen their independent cognitive capabilities.
  • AI’s perceived benefits vary across demographic groups, potentially creating new divides. Users under age 35 reported the greatest AI use and impacts, both positive and negative. Among other demographic differences, men were generally more likely than women and higher-income people more likely than lower-income groups to report AI use and resulting benefits. Employers should ensure equitable access to AI tools and skills development to help prevent emerging disparities.

Author

Denise Dahlhoff, Ph.D.

Denise Dahlhoff, Ph.D. Denise Dahlhoff, PhD

Head of Research, Marketing & Communications Cente…
The Conference Board

Read Bio

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