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Journalism of Courage
India, Brazil, Mexico, and South Africa are using generative AI far more than richer countries, reveals a new study by OECD and Cisco. The report also states that users in these countries spend much more time on screens every day.
The latest study is based on responses from over 14,600 people across 14 countries. It highlighted that younger adults are the biggest users of AI tools across the world. Seemingly, over 50 per cent under 35 use AI actively, and most of them believe it is helpful in their daily lives. Many of the respondents have also completed training to learn how to use AI better.
“Empowering emerging economies with AI skills is not just about technology, it’s about unlocking the potential of every individual to shape their future. With the rapid integration of AI into our daily lives and workplaces, we must ensure that these tools are designed responsibly, with transparency, fairness, and privacy at their core,” said Guy Diedrich, Senior Vice President and Global Innovation Officer, Cisco.
On the other hand, the report also showed that older adults are using AI far less. Most people over 45 said that they don’t use AI at all, and over half of those over 55 said they are not sure if they trust the technology. This indicates that they may be unfamiliar with AI rather than being strongly opposed to it.
Along with its rapid adoption of generative AI, India also stands out when it comes to digital engagement. While most respondents (72.3 per cent) said technology has improved their social connections, only 5.9 per cent feel it has made them worse.
Nearly two-thirds spend more than three hours a day on recreational screen time. Moreover, India leads all surveyed countries in AI use, with 66.4 per cent active users. Over 89 per cent find AI useful, and more than 84 per cent trust it. AI training is also widespread with 77.9 per cent having completed some form of training, and 56.8 per cent plan further training next year.
The study also shows visible differences in how much time people spend online. Users in India, Brazil, Mexico, and South Africa spend the most hours each day on recreational screen time, which is often over five hours.
According to the research, this kind of screen use is linked to lower life satisfaction and poorer well-being. It has been observed that many young people in these countries do most of their socialising online. This can result in strong emotional highs and lows.
“Generational divides in digital and AI adoption are not inevitable; they are challenges we can all address through targeted action. While younger generations may readily embrace new technology, people of all ages bring their own unique and invaluable experience and insights,” said Diedrich.
The executive added that at Cisco, so far, 26,000 of its staff have undergone AI training. “A key measure of AI’s success should not be speed of adoption, but whether people across all ages, skill levels, and geographies can use AI to genuinely improve their lives. That way we can ensure ‘Generation AI’ truly includes everyone.”
The OECD and Cisco started their joint Digital Well-being Hub in 2024 to study how technology affects people’s lives and health. The new findings highlight the importance of addressing both the benefits and risks of digital life.
The report claimed that while AI adoption is underway, especially in emerging economies, governments and businesses must focus on digital literacy, closing the skills gap, and supporting mental and emotional well-being.
