Google-Kantar study presents a cautiously positive view of India’s adoption of Gen AI
A Google-Kantar study highlights growing interest in Generative AI in India, though challenges in awareness and usability persist. Google’s push for localised language support, simpler interfaces, and device integration aims to make its Gemini AI more accessible across diverse user groups. The country’s use of Generative AI (Genai) is changing, according to a recent study by Google and Kantar India. Although interest in the technology is growing, there are still several barriers to entry, particularly in the areas of knowledge and usability. Early users of Google’s Gemini platform, however, are citing significant advantages, pointing to a possible route for broader adoption if these obstacles can be removed. Google is aggressively seeking to increase capabilities and streamline access. The study includes more than 8,000 in-person interviews from various town classes in 18 cities between November 2024 and March 2025. Men and women from socioeconomic classes A and B who were between the ages of 18 and 44 were the survey’s target respondents (referred to as “Indian” in the report). Although interest in AI is growing, the survey found a sizable knowledge gap. Less than one in three Indians have used a generative AI tool, and three out of five are unaware of what artificial intelligence is or does. Understanding how to access and use these technologies is cited as a barrier by three-fourths of individuals who are not currently using Genai. Google is concentrating on making its AI products more user-friendly to meet this challenge. We’ve begun incorporating a lot of those [Genai] features. You’re starting to notice a single app more and more now.”All of these features are built into the Gemini app,” said Manish Gupta, Senior Director at Google DeepMind, in an exclusive interview. The goal of this consolidation is to give users a single location for all of their generative AI requirements while also removing the confusion that is frequently brought on by different AI services. Google is giving multimodal interaction top priority to further improve accessibility. According to Mr. Gupta, “so users can ask them [AI] with a few prompts.” As a result, Gemini will be more user-friendly for a larger spectrum of users by enabling text, speech, and visual inputs. Google is also concentrating on diversity by providing language support. “Our team has been working hard,” Mr. Gupta emphasised, “and we can improve the quality [of AI output] by understanding over 100 Indian languages.” This aids the business in localising AI advancements, especially in India, where not everyone speaks English. Beyond the app experience, Google is also attempting to use smaller language models to integrate AI capabilities straight into gadgets. This makes Gemini more accessible even in places with constrained bandwidth by enhancing performance and lowering dependency on continuous internet connectivity. Early adopters are already discovering useful uses for Gemini, despite the difficulties in gaining access to AI technologies. The survey outlines a variety of use cases, such as researching difficult subjects, helping with schoolwork, organising trips, obtaining “how-to” guides, professional email support, purchasing advice, picture creation, coding aid, and even gastronomic exploration. 75% of Indians believe that to thrive in life, they need a daily growth collaborator, and Gemini is well-positioned to be that person. In its report on the study, Google said that “for those who have overcome the initial barriers, the impact of Genai often goes beyond just task completion – it’s making a difference in how they feel about their capabilities.” The Google-Kantar report paints a cautiously hopeful picture of Genai in India. Although there are still many obstacles to overcome in terms of usability and awareness, Google’s efforts to simplify its products, give localized language support top priority, and incorporate AI directly into devices are essential steps in realizing the technology’s full potential as a “daily growth collaborator” for Indians from all socioeconomic backgrounds. The complete report is anticipated to provide more details on how Gen Z and Millennials view common problems.