Italians Make Little Use of AI and Often Do Not Recognize the Features That Integrate It

AI tools are increasingly widespread, yet a considerable portion of Italians simply do not use them. This is confirmed by the recent survey of Samsung Trend Radar 2026, conducted in collaboration with Toluna. The study focuses on Italy and the relationship between consumers and the tools that enable the use of artificial intelligence.

Is AI Still Underutilized?

The survey results reveal that 42% of Italians use AI tools very little or not at all (23% never use them while 19% use them rarely). Only 35% of the respondents confirm that they frequently use AI.

Understanding AI

There is also the question of AI knowledge. Over half (58%) stated that they have only a superficial understanding of artificial intelligence and what AI tools are. Additionally, 65% confirm that they are unable to concretely recognize the presence of AI in smart devices used daily.

For 56% of Italians, artificial intelligence coincides with chatbots, while for 47% it also includes voice assistants, and 44% believe that automatic translation tools should be considered as well.

Another interesting statistic that emerges from the analysis is that only 22% of users with a smart appliance fully rely on its smart functions. Finally, only 15% consider the integration between devices as one of the advantages of AI.

Emanuele De Longhi, Head of Corporate Marketing at Samsung Electronics Italia, commented: "The results of the Trend Radar 2026 highlight a crucial aspect on which we want to shed light: artificial intelligence is already present in Italians' daily lives, but it is not always recognized and fully utilized in its potential. More than a matter of technological diffusion, a question of awareness emerges."