This report provides a comprehensive overview of the familiarity of AI tools among Dutch respondents in 2025 Q4. It covers six key tools — ChatGPT, Microsoft Copilot, Google Gemini, Claude (Anthropic), Perplexity and LeChat (Mistral). For the three leading tools — ChatGPT, Copilot and Gemini — the report also examines actual use, paid subscriptions and frequency of usage, segmented by gender, age, education level and work situation (including company size).
In addition to usage patterns, the report explores which tasks people use AI for, as well as the reasons why some respondents choose not to use AI at all. The insights are especially valuable for organisations, policymakers, educators, and technology providers who want to understand who is using AI tools, how frequently, and where adoption is still limited.
Understand how AI tools are used in everyday digital behaviour
This report enables readers to understand how AI tools are currently integrated into everyday digital behaviour across different segments of the Dutch population. By revealing who knows about and actively uses tools like ChatGPT, Copilot, and Gemini they gain insight into the spread, depth, and digital maturity of AI adoption. The analysis helps pinpoint which groups are already embracing AI and where barriers to adoption still exist.
Insights provided in this report:
- Familiarity levels with key AI tools among Dutch consumers
- Growth trends in tool awareness between Q2 and Q4 2025
- Differences in AI tool usage by gender, age, education, and company size
- Usage patterns of ChatGPT, Copilot, and Gemini, including frequency and paid subscriptions
- Common use cases for AI tools across different user groups
- Reasons why some respondents do not use AI
- How AI usage aligns with company size and workplace platforms (e.g. Microsoft 365, Google Workspace)
- Profiles of non-users and segments with low adoption rates
Telecompaper Consumer Insights
This research is based on market analysis conducted by Telecompaper. The data is sourced from the Telecompaper Consumer Insights survey panel, which focuses on a wide range of core topics.The results are based on a representative survey among Dutch adults (age 16-80) during October and November.
Respondents were asked about their awareness and use of specific AI tools, including ChatGPT, Copilot and Gemini. Usage was further explored by frequency (daily, weekly, etc.) and whether they pay for the tool. The data was analysed across demographic and professional segments, such as age groups, gender, education levels, and company size (FTE). Where base sizes were low, especially for less-used tools, results should be interpreted with caution. Significant differences are highlighted only when statistically relevant.
