Spain is consolidating itself as one of the most advanced countries in Europe in the adoption of generative AI. According to the Gen AI Consumer Survey 2025 report prepared by Bain & Company, 61% of Spaniards currently use generative AI tools in their personal lives—well above the European average, which stands at 52%.
The jump is significant: personal use of generative AI in Spain has gone from 5% in 2023 to 61% in 2025, multiplying by twelve in just two years and evidencing the rapid penetration of generative AI into the daily lives of consumers.
In terms of frequency, in our country the presence of generative AI is also higher than that of the rest of the countries analyzed, both in the personal and professional spheres. While in Spain around 40% of users use generative AI daily in their personal lives – compared to 34% in Europe -, 47% use it at work or study, exceeding the 40% registered in Europe as a whole. This reflects a daily and clearly more consolidated adoption of generative AI in Spain.
As Alberto Requena, partner at Bain & Company, points out, “Spain has become one of the countries that has most quickly integrated generative AI into its daily life, especially among the youngest segments. However, this growth in generative AI is accompanied by a clear demand: consumers want safer, more transparent and reliable tools.”
How Spain uses generative AI
Spanish users stand out in the use of generative AI for efficiency, learning and decision-making tasks. Specifically, 81% use it to search for information, 70% to understand complex concepts, 64% to generate creative content and 61% for purchase recommendations, which demonstrates the versatility of generative AI in different areas.
When executing a complete purchasing process (researching, comparing, placing the order and helping with delivery), the majority of Spaniards (52%) trust more in tools from well-known retailers or established technology companies than in generative AI solutions. Likewise, the study shows that consumers are more willing to trust generative AI in the research and comparison phases than in the complete purchase.
On the other hand, generative AI is beginning to replace traditional search engines, as highlighted by the consulting firm in its report. 22% of Spaniards have already replaced traditional search engines with generative AI chatbots most of the time, the highest replacement rate in Europe. Fundamentally, they use generative AI to research (57%) and understand complex concepts (48%).
Spain is also one of the countries with the highest rates of net trust in generative AI in Europe (32%), the second highest value among the countries analyzed, only behind Portugal (39%) and above the European average, which stands at 23%.
Main barriers to adoption of generative AI
According to the Bain study, Spain shares the same main barrier as the whole of Europe regarding generative AI: the preference to continue using traditional methods instead of tools based on generative AI. However, this resistance is less intense than in the rest of the countries analyzed, standing at 45% compared to 54% for the European average. The second major concern for Spanish users regarding generative AI is data privacy and security, indicated by 40% of non-users.
Beyond these coincidences, Spain stands out for presenting three especially prominent barriers in relation to generative AI compared to the rest of Europe. Firstly, 37% say they do not know how to use these generative AI tools, the highest percentage of all the countries in the study. Secondly, 20% declare they do not know what generative AI is, one of the highest figures in the region. In addition, 31% indicate that they have never had the opportunity to try generative AI solutions, a also significant proportion.
“Taken together, these data reflect that, although the barriers in Spain share similarities with those in the rest of Europe, the lack of knowledge, exposure and practical familiarity with generative AI constitutes a differentially greater obstacle in the Spanish market,” concludes Alberto Requena, partner at Bain & Company.
The Gen AI Consumer Survey 2025 study was carried out in September 2025, with a sample of 7,298 European consumers from five countries (United Kingdom, France, Germany, Spain and Portugal).
