Artificial intelligence (AI) is everywhere online—at least on the surface. A new report from Pew Research Center shows that while most Americans are encountering AI-related content in their everyday web browsing, few are going out of their way to engage with it in a meaningful way.
Analyzing browsing data from 900 U.S. adults during March 2025, Pew found that 93% of participants visited at least one webpage that mentioned AI. However, less than half (49%) visited a page that focused primarily on AI, and just 8% read a news article where AI was the main topic.
AI shows up in search, shopping, and social media
The study highlights how AI references are embedded in everyday web experiences:
- 58% of users saw an AI-generated summary in Google search results
- 52% visited news sites with incidental AI mentions, often in headlines or sidebars
- 54% landed on shopping sites referencing AI-powered features or tools
- 75% encountered AI on social media platforms, often through links like Meta AI
Notably, only 13% of respondents visited a website for a generative AI tool like ChatGPT or Gemini, and just 10% searched directly for AI-related topics.
Most AI mentions are brief or superficial
The report also analyzed the language on AI-related pages. Most webpages used generic phrases like “AI” or “artificial intelligence” or mentioned well-known brand names like OpenAI or ChatGPT. Far fewer provided in-depth discussions about the technology’s impact, limitations, or societal implications.
“The vast majority of AI mentions are incidental—part of a product description, a sidebar ad, or a passing mention in an unrelated article,” the authors wrote.
Even among those who visited a site focused on AI, the typical user only did so three times in a month.
Demographics don’t strongly influence exposure
The analysis found no major differences in AI exposure by age, gender, or education level. That suggests AI mentions are broadly dispersed across the web and visible to most internet users, regardless of background or online habits.
What it means
This data reveals a gap between how visible AI is online and how much users actually engage with it. While AI references are now standard in search results, online shopping, and tech coverage, most Americans are still passive recipients of AI content—not active explorers or users.
As AI continues to expand across industries and daily life, the findings underscore the need for more accessible, in-depth education and reporting to help the public understand these powerful technologies.
For the full report, visit pewresearch.org.
This content is brought to you by the FingerLakes1.com Team. Support our mission by visiting www.patreon.com/fl1 or learn how you send us your local content here.