2025-12-23 China Daily Editor：Gong Weiwei
At the CPHI China 2025 pharmaceutical event in Shanghai on June 25, Shanghai Integle Informatics Sci-Tech Co fully integrates with the DeepSeek AI model. (Photo/CHINA DAILY)Chinese consumers have shown great enthusiasm for artificial intelligence technology as the rapid spread of AI reshapes both lifestyles and relationships, largely by removing barriers to accessing information, according to a report by international consultancy Accenture.
The renewed interest in DeepSeek since its inception in 2023 has marked a turning point in the rapid integration of AI into daily life. The report states that 77% of consumers use AI tools frequently – weekly or daily – and even among those born in the 1960s, their usage is high, at 57%.
In the past, major decisions such as buying a car, purchasing insurance, or planning a trip to an unfamiliar destination required hours of research and preparation. Now, AI tools enable consumers to quickly gain knowledge and make decisions, giving them the confidence to explore entirely new areas.
When exploring new solutions or looking for ways to improve their lives, 57% of consumers now turn to AI tools – a share that already exceeds all video sharing and e-commerce platforms, and far exceeds reliance on family and friends (35%), the report said.
It was noted that among users of AI tools, 65% of respondents consider AI as an advisor and use it to quickly understand unknown topics or support decision-making, while 63% of respondents consider AI as an assistant to improve work efficiency, and 46% consider it as a partner.
Additionally, 36 percent of respondents consider him a friend who helps them relieve emotional stress. This demonstrates that the role of AI is evolving from a simple informational aid to a companion that also provides emotional support.
The study surveyed 5,000 consumers aged 18 to 65 nationwide between mid-August and early September.
With the rapid spread of AI, the dynamics of brand-consumer interactions are fundamentally reshaped. AI has become both a source of inspiration and a decision-making tool for consumers, influencing the way they perceive and prefer brands. In the future, AI could even act directly on behalf of consumers to facilitate purchasing behavior, the report said.
For this reason, brands must prepare on two fronts: They must deliver unique experiences and value in direct interactions with consumers, while ensuring visibility and differentiation in AI-mediated interactions, where algorithms can serve as a proxy for consumer decision-making.
AI has already transformed the consumer landscape and will have profound implications in the years to come, while brands are expected to leverage AI for faster insights and deeper connections.
Accenture said that to close the trust gap between brands and consumers, brands must adopt responsible AI practices and strengthen cybersecurity, while focusing on data protection and transparency on how AI-based interactions are shaped.
Internally, AI is injecting new efficiency and creativity into brand operations. With AI, brands can not only “see” consumers more clearly, but also deliver services with greater speed, accuracy and personalization.
“AI is fundamentally reshaping decision-making and operational efficiency in retail. Consumers can select products using AI-based search tools, while AI helps merchants reduce costs and improve efficiency in product design, marketing and customer services,” said Hong Yong, associate researcher at the China Academy of International Trade and Economic Cooperation.
Hong said China’s consumer market is gradually moving toward an innovation-driven growth phase, fueled by the accelerated application of AI-based intelligent recommendations, customer services and virtual shopping guides.
Fostering a new AI-driven consumption model is key to expanding domestic demand, boosting consumption and promoting high-quality economic growth, he said, adding that AI has the potential to change the way people shop by offering interactive consumption experiences and propelling the digital transformation of traditional retailers.
Pan Helin, a member of the Expert Committee on Information and Communication Economy, part of the Ministry of Industry and Information Technology, said the rapid adoption of digital technologies represented by AI will inject new impetus into the country’s economic growth and accelerate the digital and intelligent upgrading of traditional industries.
Pan said AI technology is increasingly seen as a key enabler for building resilient supply chains, helping businesses adapt more quickly to sudden changes and take real-time, data-driven actions.
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