Portugal and Spain are emerging as some of the most active adopters of generative artificial intelligence in Europe, with usage levels significantly above the EU average. Recent 2026 survey data shows that around 80% of consumers in both countries now use AI tools, a sharp rise from just 5% two years earlier. In Portugal, trust in AI systems is particularly high, with 62% of users stating they fully trust the accuracy of AI-generated information, the highest rate in the region. Daily use is also widespread, especially for professional, academic, and research-related tasks, with nearly two in five users interacting with AI every day. Beyond work, AI is increasingly shaping consumer behavior, including online shopping decisions, travel planning, and information search habits. In some cases, generative AI is beginning to replace traditional search engines for everyday queries. The trend reflects a broader shift in digital behavior across the Iberian Peninsula, where users are showing strong enthusiasm for integrating AI into healthcare, education, and commercial services, signaling rapid normalization of the technology in daily life.
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