Read our full analysis for a more in-depth look at these trends.
Not quite mAInstream: A consumer AI profile
Only 3% of households pay for AI today, but adoption and spending are rising as AI expands beyond higher-income, early adopters.
March 2026
Key takeaways
- Only around 3% of Bank of America households currently pay for AI services, according to Bank of America payments data. Still, participation has risen sharply since mid-2025, with the number of households making AI payments up 38% versus the 2024 average. Plus, the share of households paying $21–$40 for AI services has increased 50% since 2024.
- Households earning >$125K and younger generations represent the largest share of households with AI spending, according to Bank of America payments data. However, median AI spending growth was strongest among $75K–$125K households in February, suggesting expansion beyond higher‑income adopters and gaining traction among middle‑income consumers.
- As AI becomes embedded across productivity, search, entertainment, shopping and personal assistant use cases, and higher‑tier subscription plans emerge, BofA Global Research expects the U.S. market could scale to $75 billion annually, supported by rising consumer willingness to pay for convenience and time-saving utility.
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