Generative AI usage rises among social media users in Portugal

A study by Marktest reveals that 77% of social media users in Portugal have used generative AI tools, such as ChatGPT, Gemini, or Copilot. Approximately 40% of these users report using such tools regularly, while 38% use them occasionally. Usage rates are notably higher among younger demographics, residents of the Greater Lisbon area, and higher socioeconomic classes.

Regarding content creation, 22.5% of users have utilized AI specifically to produce posts for social media. The study also highlights concerns regarding transparency and trust; 95% of respondents believe it is important for AI-generated content to be clearly identified. Furthermore, 64.7% of those familiar with AI tools feel that AI-generated content is less credible, particularly when applied to political, journalistic, or product review content, whereas users are more accepting of AI in humor, entertainment, and advertising.