Introduction
The Worldwide Independent Network of Market Research (WIN) has released the second edition of the WIN World AI Index for 2026, revealing a world that has crossed a behavioural threshold.
In just one year, AI has shifted from something people were trying to something they are now depending on. Drawing on nearly 40,000 respondents across 44 countries, the Index shows AI becoming a routine part of global life, a deepening reliance reshaping both confidence and concern, particularly within data research and insights.
Global AI adoption has not only risen to 74%, up from 62% last year, but we observe an important increase in usage frequency. Thirty-nine percent of people now intentionally use AI “often” or “every day,” a 24-point jump that marks a shift from experimentation to habit. In many countries, AI has quietly become a background utility or an on-demand coach; something people consult multiple times a day to search, think, plan, analyse, and create. As adoption and usage accelerate, concerns slightly deepen around misinformation, particularly in the western world, together with fear of job loss and data breaches remaining prominent worries for many.
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