SAN JOSE, Calif., Dec. 4, 2025 /PRNewswire/ — Emerging economies, particularly India, Brazil, Mexico, and South Africa, are leading the adoption of generative AI, according to new research from Cisco in partnership with the Organisation for Economic Cooperation and Development (OECD). The study, conducted as part of the Digital Well-being Hub initiative, highlights significant generational and geographic divides in the uptake and perception of AI technology, revealing a complex relationship between digital engagement and well-being.
As generative AI transitions from a novelty to a habitual part of life, the research underscores that younger adults are the most enthusiastic users. Those under 35 show the highest rates of engagement with AI, with over 50% actively using the technology. In contrast, older adults, particularly those over 45, exhibit skepticism and lower usage rates. More than half of respondents aged 55 and older reported uncertainty about AI’s benefits, a gap that reflects a lack of familiarity rather than outright rejection.
The data indicates that young adults in emerging markets are not only adopting AI at impressive rates but are also expressing high levels of trust in the technology. This marks a distinct shift from traditional trends, where emerging economies have been slower to adopt new technologies. In contrast, respondents from European countries demonstrate less trust in AI and exhibit greater hesitation regarding its implications.
However, with high levels of recreational screen time, particularly among youth in these regions, there are growing concerns about digital well-being. The research shows that individuals in India, Brazil, Mexico, and South Africa report the highest recreational screen time, often exceeding five hours daily, which is linked to decreased well-being and lower life satisfaction. While correlation does not imply causation, the findings highlight the necessity of focusing on digital well-being as AI becomes more integrated into daily life.
“Empowering emerging economies with AI skills is not just about technology; it’s about unlocking the potential of every individual to shape their future,” said Guy Diedrich, Senior Vice President and Global Innovation Officer at Cisco. He emphasized the importance of designing AI tools responsibly to enhance well-being, improve collaboration, and create opportunities for growth and learning.
Generational divides in AI adoption reflect broader trends in digitalization. The study found that more than 75% of those under 35 perceive AI as useful, and nearly half of respondents aged 26-35 have completed some form of AI training. In stark contrast, over 45% of adults over 45 do not use AI, and many express skepticism about its impact on their lives.
Diedrich pointed out the need for targeted action to bridge these divides, stating, “Generational divides in digital and AI adoption are not inevitable; they are challenges we can all address.” Cisco has actively engaged in workforce training, with 26,000 employees having undergone AI training as part of their commitment to preparing individuals across various ages and skill levels for the AI-driven future.
The research serves as a call to action for citizens, businesses, and governments worldwide to enhance digital literacy and prioritize well-being alongside innovation. “Only then can we ensure the digital future we build is truly for everyone,” Diedrich added.
This analysis, utilizing data from 14 countries, including Australia, Brazil, Canada, France, Germany, India, Italy, Japan, Korea, Mexico, the Netherlands, South Africa, the United Kingdom, and the United States, was collected in early 2025. With responses from over 14,600 individuals, the study offers insights into the socio-economic and cultural contexts that define perceptions of technological engagement.
The Digital Well-being Hub, launched in 2024 by Cisco and the OECD, aims to present data on the complexities of digital transformation while addressing inequalities in technology uptake. As generative AI continues to evolve, understanding its impact on diverse populations becomes essential for fostering a more inclusive digital landscape.
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