AI Adoption Hits 80% in Portugal and Spain, Trust Highest in Portugal

Eight in ten consumers in Portugal and Spain now use AI tools, a jump from just 5% two years ago. Portugal leads in trust while Spain tops search‑engine replacement.

Context The surge reflects broader European trends where generative AI has moved from niche to everyday use. In Portugal, 39% of consumers interact with AI daily for professional or academic tasks, exceeding the EU average of 35%. In personal life, the technology is primarily employed for research, shopping recommendations, and news consumption. Across the Iberian market, 57% of Europeans rely on AI to inform purchasing decisions, especially in electronics and travel categories.

Key Facts About 80% of Portuguese and Spanish consumers now use AI tools, up sharply from 5% two years ago. In Portugal, 62% of AI users fully trust the accuracy of the information, the highest level in the region, compared to 53% in Spain. Nearly 20% of EU consumers have replaced traditional search engines with generative AI tools, with Spain leading at a 22% replacement rate.

What It Means The data show that AI is no longer experimental but embedded in routine activities for a majority of the population. Higher trust in Portugal may encourage deeper integration into sensitive sectors such as healthcare and finance. Spain’s higher search‑engine replacement rate suggests a quicker shift in information‑seeking habits, which could affect digital advertising and content platforms. Both countries indicate enthusiasm for expanding AI into transportation and physical retail experiences, provided barriers like cost and data privacy are addressed.

What to watch next: policymakers’ responses to calls for free subscriptions and clearer privacy rules, as these factors are cited by non‑users as decisive for future adoption.