Portugal is Europe’s most active adopter of generative artificial intelligence, with 62% of respondents using such tools regularly, well above the 52% European average of 52%, according to a new study by Bain & Company.
The findings suggest a market moving quickly from experimentation to routine use, reshaping how consumers search for information and posing new challenges for publishers, brands and search-dependent businesses.
Bain found generative AI is commonly used for information searches, explaining complex concepts and drafting text.
Portuguese users also report relatively high levels of trust, with 54% saying they have confidence in AI-generated content, a margin the consultancy says is stronger across Iberian markets than in many other European countries.
Bain warned that summary-style responses are already diverting traffic from source websites. Six in ten users who receive AI-generated summaries do not click through, and 18% of Europeans say they now substitute traditional search engines with generative AI most or nearly all of the time. In Portugal, 38% still favour conventional search.
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