Adoption of generative AI (GenAI) in India has surged, with awareness reaching 94% and usage at 62%, positioning India as one of the top markets globally, according to a report by BCG. GenAI is now integrated into daily activities, notably in shopping, which has seen a 35% increase in usage for shopping purposes from February to November 2025.
The report highlights that GenAI is utilized for both professional and consumer decision-making processes, with 63% of users leveraging these tools at work and 64% using them for brand and product research. Kanika Sanghi, Partner and Director at BCG, emphasized the significant role GenAI plays in consumer discovery, evaluation, and decision-making, urging Indian brands to ensure their presence in AI-enabled journeys.
BCG’s research over the past two years indicates a 12-point rise in consumer awareness and a 25-point increase in usage of GenAI globally. Notably, countries like Brazil, India, Japan, and the US have around half of their consumers using GenAI for various purposes, including exploring and comparing products like electronics, travel, groceries, and healthcare.
Consumers rely on GenAI assistants and chat tools for exploring and comparing a wide range of products and services, with these tools being identified as the second most influential touchpoint for consumers in their purchase journey. Among daily GenAI users, these tools hold the top spot as the most influential touchpoint overall.
