According to a March 2026 report on AI users, there are five distinctive personality types that have emerged. The study by Click Intelligence, a digital marketing agency, analysed research to determine the top five personality types.
- The Adventurous AI Trailblazer: 62% of UK adults now use generative AI and are more likely to explore it further.
- The Goal Driven Efficiency Maximiser: 74% of 7 million workers have now utilised generative AI at work.
- The Information Optimiser: 24% use generative AI weekly to conduct research.
- The Creativity Kick Starter: 36% of regular AI users believe tech is always accurate.
- The Cautious Sceptic: 59% of people less likely to trust an email generated by AI.
The research examined data from Reuter Institute, Deloitte Digital Consumer Trends, and the UK Government to discover behavioural patterns.
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Topic / Behaviour Insight
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Key Statistics
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Source
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1
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Younger adults are the biggest AI users
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• 62% of UK adults aged 16–34 have used generative AI • Only 14% of those aged 55–75 have used it
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Deloitte UK
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2
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Gender differences in AI adoption
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• 43% of men have used generative AI • 28% of women have used generative AI
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Deloitte UK
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3
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Frequency of generative AI use
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Among UK AI users: • 10% use it daily • 26% weekly • 41% less than monthly
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Deloitte UK
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4
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Generative AI in the workplace
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• 14% of UK workers (~7 million) use AI at work — 66% increase YoY • 74% say it boosts productivity • Only 27% say their employer encourages it
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Deloitte UK
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5
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Awareness vs perceived accuracy
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Among people aware of AI: • 25% think it’s always accurate • 26% think it’s unbiased Among users: • 36% think it’s always accurate • 36% think it’s unbiased
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Deloitte UK
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6
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Trust and reluctance toward AI
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• 59% would trust an email less if they knew it was AI-generated • 56% would be less likely to use AI customer service
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Deloitte UK
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7
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Concern about misinformation online
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• 58% globally are concerned about distinguishing truth from falsehood online
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Reuters Institute
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8
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AI chatbot use for news
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• 7% use AI chatbots weekly for news • 15% among under-25s
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Reuters Institute
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9
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Awareness and familiarity
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Gov.uk
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10
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Awareness of how AI is trained
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Gov.uk
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11
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Impact on society
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Gov.uk
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12
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Use of chatbots
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Gov.uk
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13
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Use of AI in public services
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Gov.uk
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AI Users Fall Into 5 Productivity Personality Types – Which One Are You?
Over 18 million UK adults have used generative AI, but they don’t utilise it in the same way. A new analysis by Click Intelligence has identified five distinct productivity personality types among AI users in a new study.
The researchers at Click Intelligence analysed publicly available datasets from the Reuters Institute, Deloitte Digital Consumer Trends, and UK Government statistics to identify behavioural patterns.
- 62% of 16 to 34-year-olds have used AI.
- 14% of 55 to 75-year-olds have used AI.
- Trust in AI increases with frequent usage.
The Click Intelligence study used the existing data to pinpoint the five personality categories that AI users fall into:
- The Adventurous AI Trailblazer
This personality group represents experimental, curiosity-driven users and is most common among younger adults who are more open to using new technology. The numbers show that 62% of UK adults between the ages of 16-34 have used generative AI, compared to just 14% of those aged 55-75.
This significant adoption gap suggests that AI Trailblazers are more likely to explore AI systems as an experience rather than solely as a way to get tasks done. This age group is highly motivated to learn and stay ahead of digital trends, including AI. People with this personality type are more inclined to experiment with prompts and use AI for professional and personal tasks.
- The Goal Driven Efficiency Maximiser
The Efficiency Maximiser is driven by doing more in less time. This is the most productivity-driven group, viewing AI as a performance tool in the workplace. It is most common among professionals who use AI to help summarise information, draft emails or documents, and save time on repetitive tasks.
7 million workers have utilised generative AI at work, or 14% of adults. Of these, 74% said AI boosts their productivity, which makes it easier for them to achieve their goals. Employers are also increasingly using AI, as 27% of people who use it at work said their bosses encourage it.
- The Information Optimiser
Information Optimisers use AI to help them filter and understand information. Instead of using AI to generate new content, this group prefers AI-generated summaries and quick insights to help them understand complex topics more easily. It helps them process information faster, at a time when 58% of people say they’re concerned about distinguishing between what’s real and what’s not online.
The study discovered that 24% of people use generative AI each week to gain new information or conduct research. 15% of people under 25 use AI chatbots for news every week, suggesting that people use them as tools to break down news stories into easy-to-digest snapshots.
- The Creativity Kick Starter
The Creativity Kick Starter uses AI to overcome mental blocks and speed up idea generation. People with this AI productivity personality type might work in roles that require brainstorming and ideation.
People see AI as a tool to help generate ideas rather than a replacement for original human ideas. Across all personality types, trust appears to grow with exposure: 36% of regular AI users believe the technology is always accurate, compared to 25% of the general population.
- The Cautious Sceptic
The Cautious Sceptic personality type accepts AI but doesn’t fully trust it yet. Cautious Sceptics question AI’s accuracy and believe that human oversight is still needed to ensure that the content that AI generates is correct. They accept that AI can help people become more efficient, but they are worried about misinformation, bias, and errors that answer engines sometimes output.
Data on how much the public trusts AI backs this up: 59% of people said they would be less likely to trust an email produced by AI. 56% also said they would avoid AI-powered customer care chatbots. People who fall into this personality type will employ AI for support but will double-check the output for accuracy.
The findings suggest that AI adoption is no longer simply about access, but about mindset, trust, and generational behaviour.
James Owen, co-founder and director of Click Intelligence, commented on the study:
“We’re moving beyond AI as a novelty. For younger professionals, it’s becoming an instinctive productivity partner, while older generations remain cautious. That divide will shape how businesses train, hire, and manage teams over the next five years.”