The launch of the WIN World AI Index marks a watershed moment in our understanding of artificial intelligence.
At WIN, we’ve looked at AI not just as a technology, but as a human experience. Drawing on the insights from over 32,000 respondents across 40 countries, the WIN World AI Index reveals a world both intrigued and unsettled by AI’s rapid rise.
While 62% of people globally report some level of AI usage, only 14% use it frequently. The disparity between interest and actual engagement is quite striking. While acceptance and usability scores are generally middling, trust and comfort lag in the majority of countries. This finding underscores the ever-present emotional and ethical complexities that AI presents.
The Western World
In Europe, the report findings indicate low levels of usage and high levels of concern, with worries around misinformation. Across the Americas, people are using AI more often, but fears around job loss and data misuse are just as strong.
This is an interesting reflection of public opinion, following concerns raised by many around the role of AI in Western media. These have ranged from concerns about its impact on human ability to retain cognitive thought, to the more extreme view from British Canadian Geoffrey Hinton, a renowned computer scientist and cognitive psychologist (also dubbed ‘Godfather of AI’), who previously warned of at least a 10% chance that AI could wipe out human existence in the next three decades.
This is not to say that the Western hemisphere is particularly ‘anti-AI’. Regardless of adoption rates, doubt runs deep all over the world. In Africa-MENA, people remain cautious, yet findings reveal that they have the highest comfort levels of using AI, suggesting more emotional resilience despite lower adoption.
APAC leading the charge
The APAC region, however, leads the charge for adoption and comfort with AI, with India and China showing near-universal adoption among those based in the main cities, where the research in those countries was conducted. Among city dwellers with internet access, India reigns supreme when it comes to AI usage and usability, with China close on their heels and rated highest in terms of acceptance.
This unmasks a striking contrast, as in 2025, India’s internet penetration reached just over 55%, leaving nearly half of the population disconnected. Despite this digital divide, on a massive scale, the momentum in AI acceptance reflects a culture of ingenuity and ambition; with tech not only consumed but rechannelled to solve regional challenges.
It’s great to witness how the country is building its digital future in real time and leapfrogging limitations in accessibility.
Also notable is that while globally, AI is more generally engaged by men, APAC has completely flipped the script. Women are leading adoption, driving AI usage across 4 countries: China, India, Thailand and Australia, implying more inclusive tech ecosystems. With this in mind, it might be wise to watch this space for learnings around how these countries are bridging the gender gap in AI literacy. According to the World Economic Forum, China’s AI sector has benefited heavily from a robust education system and applied research base, which has helped women enter and lead in tech. This was discussed in detail at this year’s DAVOS Summer 2025 in China, where the country was praised for its world-class AI sector and broad-reaching STEM education system.
In addition to gender disparity, perhaps most telling is the generational divide, as the report shows that younger populations embrace AI with enthusiasm, while older users remain much more cautious, especially in countries like the UK, where the gap in sentiment is stark. How do we overcome digital alienation amongst older age demographics, and how much of a disservice are elder generations causing themselves, through failure to adopt?
Overall, this index opens up an array of questions. It’s a call to urgent action for policymakers, tech leaders, and researchers to foster responsible innovation and build bridges of trust in AI. While also an opportunity for marketers to leverage human stories over tech specs, by unpacking the why and the where, focusing on outcomes rather than algorithms at face value.
AI is not a single global story. It’s a mosaic of cultural, generational and technological narratives. In China and India, it may be a symbol of progress and empowerment; in parts of Europe, a source for concern and scepticism, and among younger generations, a daily companion, while elder generations remain wary and dubious. These layers matter. Understanding these nuances is the first step toward shaping a future where AI truly meets humanity. Explore the full results and measure your own AI readiness at the WIN World AI Index site.
About the Author
Richard Colwell, President of WIN International Association. The Worldwide Independent Network of Market Research and Opinion Poll is made up of the most important market research Entrepreneurs, Industry Leaders and Innovators woldwide, covering all the continents.
