When we talk about artificial intelligence, thoughts almost automatically turn to ChatGPT, Gemini and other chatbots capable of generating texts, images or code in a few seconds. Yet this technology is much more widespread than you might think. According to the Samsung Trend Radar 2026, exactly 42% of Italians declare that they do not use AI, despite the fact that it is now integrated into numerous devices and digital services present in everyday life.
At first glance the data may seem contradictory. How is it possible that almost 1 in 2 people say they have no relationship with artificial intelligence in an era in which smartphones, search engines, streaming platforms and voice assistants make extensive use of it? The explanation may lie in the way it is perceived.
For many users, in fact, AI coincides almost exclusively with conversational chatbots and generative AI tools which have now become increasingly popular. However, when algorithms work behind the scenes, within applications and services, they tend to go unnoticed. It is precisely this gap between perception and reality that makes the result that emerged from the research particularly interesting.
Artificial intelligence is already present in many everyday tools
In recent years, artificial intelligence has become an increasingly important component of consumer technology. Smartphones use it, among other things, to automatically improve photographs, recognize people and objects in images, reduce background noise during calls and optimize energy consumption.
Streaming platforms also rely heavily on advanced algorithms. The suggestions of films, TV series and music offered to users are not random, but are processed by analyzing preferences, viewing history and usage habits. The same goes for search engines, which use increasingly sophisticated models to understand user requests and return relevant results.
Voice assistants, automatic translators, satellite navigation systems and smart home devices represent other examples of technologies that rely, at least in part, on artificial intelligence systems. In other words, AI is often hidden inside tools that millions of people use regularly.
The gap between real diffusion and user perception
Samsung’s study seems to highlight an increasingly common phenomenon: artificial intelligence is recognized only when it takes an explicit form, such as that of a chat capable of answering questions or generating content. However, when it is incorporated into a digital product or service, it is often perceived as a simple feature. In fact, according to the research, only 35% respond that they have integrated it into their routine, 56% of people associate AI mainly with chatbots and 65% are unable to grasp the presence of AI in the devices they use in everyday life.
This is a process that has also involved other technological innovations in the past. Today almost no one thinks of “using the Internet” when they consult their current account via an app, book a trip online or order a product from an e-commerce site. The internet has become so pervasive that it is considered a normal component of the digital experience.
Something similar could happen with artificial intelligence. As its features are implemented within software, platforms and devices, it ceases to be perceived as a separate element and simply becomes part of the user experience.
Italy is still behind in adopting AI
The Samsung research data fits into a broader context. According to Eurostat, in fact, in 2025 about a third of European Union citizens had used generative AI tools. However, Italy was below the European average, a sign of an even lower diffusion than that recorded in several other countries on the continent.
Some critical issues also emerge on the digital skills front. According to ISTAT, in 2025 54.3% of Italians had at least basic digital skills. Although the figure is growing compared to the previous year, the country still remains far from the 80% objective set by the European Union for 2030.
The situation also appears similar in the business world. According to the Artificial Intelligence Observatory of the Polytechnic University of Milan, the Italian artificial intelligence market reached a value of 1.8 billion euros in 2025, recording a growth of 50% compared to the previous year. Despite the strong expansion of the sector, many companies continue to face challenges related to staff training, the availability of specialized skills and the integration of these solutions into production processes.
AI is no longer a technology of the future
The 42% figure that emerged from the Samsung survey tells a reality that is only apparently paradoxical. Rather than indicating an actual lack of use of artificial intelligence, it seems to highlight a difficulty in recognizing its presence. Today, AI is no longer confined to research laboratories or large tech companies. It is already in numerous everyday tools and continues to expand into new areas, often discreetly and almost invisibly.
The real question, therefore, may not be whether Italians use artificial intelligence or not, but how aware they are of its integration into the technologies that accompany them every day. And the data suggests that there is still a significant distance between real diffusion and perception.
