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Who on earth is using Generative AI?

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  • Liu, Yan
  • Wang, He

Abstract

This paper offers the first comprehensive, global analysis of generative AI adoption by individuals, using novel data sources including website traffic and Google Trends. The paper also examines country-level factors driving the uptake and early impacts of generative artificial intelligence on online activities. As of March 2024, the top 40 generative artificial intelligence tools attract nearly 3 billion visits per month from hundreds of millions of users. ChatGPT alone commands over 80 percent of the traffic, yet its reach remains less than two percent of Google’s. Generative artificial intelligence users skew young, highly educated, and male, particularly for video generation tools, with usage patterns strongly indicating productivity-related activities. Generative artificial intelligence has achieved unprecedentedly rapid global diffusion, reaching almost all economies worldwide within 16 months of ChatGPT’s release. Strikingly, middle-income economies account for over half of global generative AI traffic, a disproportionately high share relative to their economic size, while low-income economies contribute less than 1 percent. Country level adoption intensity is strongly correlated with the share of youth population, digital infrastructure, English fluency, foreign direct investment inflows, services’ share of GDP, and human capital. Finally, the paper also documents disruptions in online traffic patterns and emphasizes the need for targeted investments in digital infrastructure and skills development to fully realize the potential of artificial intelligence.

Suggested Citation

  • Liu, Yan & Wang, He, 2026. "Who on earth is using Generative AI?," World Development, Elsevier, vol. 199(C).
    • Handle: RePEc:eee:wdevel:v:199:y:2026:i:c:s0305750x25003468
    DOI: 10.1016/j.worlddev.2025.107260
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    JEL classification:

    • O30 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - General
    • O31 - Economic Development, Innovation, Technological Change, and Growth - - Innovation; Research and Development; Technological Change; Intellectual Property Rights - - - Innovation and Invention: Processes and Incentives
    • O14 - Economic Development, Innovation, Technological Change, and Growth - - Economic Development - - - Industrialization; Manufacturing and Service Industries; Choice of Technology

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