Google-Kantar study paints a cautiously optimistic picture of Gen AI adoption in India

Beyond the app experience, Google is also working on embedding AI capabilities directly into devices through smaller language models [File]
| Photo Credit: AP

A recently released study by Google in collaboration with Kantar India has shed light on the evolving landscape of Generative AI (GenAI) adoption within the country. While excitement surrounding the technology is growing, significant barriers to entry remain, particularly concerning awareness and ease of use. However, early adopters of Google’s Gemini platform are reporting substantial benefits, suggesting a potential pathway for wider acceptance if these hurdles can be addressed – with Google actively working to simplify access and expand capabilities.

The study, conducted between November 2024 and March 2025, involved over 8,000 face-to-face interviews across 18 cities from different town classes. The survey targeted respondents (referred to as ‘Indian’ in the report) aged 18-44 years, males & females from socioeconomic class A & B households.

While enthusiasm for AI is building, the study revealed a significant knowledge gap. Three out of five Indians aren’t familiar with what AI is or does, and less than one in three have tried using any Generative AI tool. Three-fourths of those not actively using GenAI cite challenges related to understanding how to access and use these tools.

Recognising this challenge, Google is focusing on streamlining its AI offerings into a more user-friendly experience. “We have started to integrate so many of those [GenAI] capabilities. Now, you’re increasingly beginning to see a single app. The Gemini app has all of these capabilities built in,” Manish Gupta, Senior Director at Google DeepMind said in an exclusive interview with The Hindu.

This consolidation aims to eliminate the confusion often associated with disparate AI services and provide users with a central hub for their generative AI needs.

To further enhance accessibility, Google is prioritising multimodal interaction “So users can ask them [AI] with a few prompts,” Mr. Gupta noted. This means users will be able to interact with Gemini using text, voice, and visual inputs, making it more intuitive for a wider range of users.

Another area Google is focusing on is inclusivity through language support. “Our team has been hard at work,” Mr. Gupta emphasised, “We can understand over 100 Indian languages and improve quality [of AI output].” This helps the company in localising AI advances particularly in India where English proficiency isn’t universal.

Beyond the app experience, Google is also working on embedding AI capabilities directly into devices through smaller language models. This helps improve performance and reduce reliance on constant internet connectivity, making Gemini more accessible even in areas with limited bandwidth.

Despite the challenges in accessing AI technologies, early adopters are already finding practical applications for Gemini. The study details diverse use cases including researching complex topics, assisting with academic assignments, planning travel itineraries, getting ‘how-to’ guides, professional email assistance, shopping recommendations, image generation, coding support, and even culinary exploration. 75% of Indians feel the need for a daily growth collaborator in their lives to help them excel, and Gemini appears poised to fill that role.

“For those who have gotten past the initial barriers, the impact of GenAI often goes beyond just task completion – it’s making a difference in how they feel about their own capabilities,” Google said as part of the study report.

The Google-Kantar study paints a picture of cautious optimism regarding GenAI in India. While significant hurdles remain in terms of awareness and usability, Google seeks to streamline its offerings, prioritize localized language support, and integrate AI directly into devices are crucial steps towards unlocking the technology’s full potential as a “daily growth collaborator” for Indians across all socioeconomic backgrounds. Further insights into Gen Z versus Millennial perspectives on everyday challenges are expected to be released in the full report.