One in three consumers swap at least one app for AI assistant

A recent survey by TELUS Digital has found that nearly one-third of consumers have replaced at least one traditional mobile app with an AI assistant over the past year.

The survey, which canvassed the views of 1,000 adults who use AI assistants on at least a monthly basis, highlighted growing consumer preference for tools such as ChatGPT and Google Gemini for everyday digital tasks. Of those surveyed, 32% reported substituting at least one app in favour of an AI assistant during the past twelve months.

Greater convenience was cited as the leading factor in this shift, with 62% of respondents selecting it as the main advantage of using AI assistants. Faster results (54%) and a better overall user experience (53%) were also widely acknowledged by participants who have made the switch. Looking ahead, 36% of those surveyed anticipate relying more on AI assistants than conventional apps for the majority of their daily activities within the next year.

Comparing performance

Consumers noted several areas where they believe AI assistants currently outperform traditional apps. When asked to assess speed, 83% said AI assistants accomplish tasks more quickly. The ability of these tools to adapt and learn user preferences was also considered superior by 71% of respondents. More than half (54%) stated that AI assistants offer a more personalised experience than traditional apps.

Response accuracy, however, remains evenly split, with survey participants divided between AI assistants and apps.

When comparing how well these tools perform specific tasks, preferences varied by category. In health and fitness, 46% preferred an AI assistant to design an exercise plan, compared to 35% who would opt for an app. For shopping and retail, 63% favoured apps when researching products, while 33% would choose to use an AI assistant. Banking and finance saw a clear preference for apps, with 67% selecting them to find the best mortgage rates, and only 24% choosing an AI assistant. In news and media, 51% rely on apps to find top stories, while 40% turn to AI.

Trust and familiarity

The research highlights that trust remains an important aspect of the user experience. Only 24% of those surveyed reported trusting AI assistants to safeguard their personal data, whereas half (50%) trust apps more, and another 26% do not trust either channel.

Despite the increasing popularity of AI assistants, traditional apps retain their relevance. More than half (58%) saw no change in their app usage over the past year, and a further 24% used apps more frequently. Respondents identified loyalty rewards (51%), ease of browsing (37%), and established habits (35%) as key factors that maintain their engagement with apps.

"This study shows the beginning of a marked change in consumer behavior, as users are increasingly turning to AI assistants for tasks that were once considered app territory. This trend creates a critical opportunity for brands to differentiate themselves," said Tobias Dengel, President, TELUS Digital Solutions. "While AI assistants deliver speed and flexibility, apps continue to matter to consumers, offering reliability, rewards and familiarity. The real opportunity for brands is to merge the best attributes of both into AI-powered apps supported by entry points from leading AI Assistants such as ChatGPT and Gemini. The experiences should complement each other, leaning on their respective strengths."

Dengel added, "At TELUS Digital, we've long believed that every app will need to be rebuilt for an AI- and voice-first world to deliver richer, more intuitive experiences. The brands that invest in strong, user-friendly application foundations and securely connect their AI capabilities through shared APIs will be best positioned to deliver seamless, personalized, and trustworthy interactions within AI assistants. Until now, chat interfaces were primarily about information, but as we move towards having third-party apps that can be invoked directly within a chat, they're becoming about execution. There's a clear first-mover advantage for businesses that invest now in this next wave of customer engagement."

Technology adoption

The survey also established that familiarity and comfort with new technologies play a substantial role in whether consumers replace apps with AI assistants. Just over half (52%) of those identifying as early technology adopters reported having made the switch in the past year. Among those who described themselves as technology laggards, 28% had taken the same step.

The rate of adoption among those identifying as early or late majority was also examined. Of the early majority, 29% have already replaced an app with an AI assistant, and 35% expect to rely more on AI assistants than apps in the coming year. Among the late majority, these figures were 24% and 16%, respectively.

Industry response

TELUS Digital's survey results reflect a period of significant change in the way consumers interact with digital tools. The availability of AI assistants that support third-party apps, and advances in voice and image recognition, appear set to further increase the prevalence of AI-driven solutions for everyday tasks.

TELUS Digital attributes increased software development speed and reduced costs to its focus on AI-led methodologies, application support, and secure API connections. The company has received recent recognition for its contributions to AI consultancy and digital design.