Sarah Pirie-Nally
AI Strategist · Keynote Speaker · Author
We are living through the most significant technological shift in a generation — and the majority of the world hasn't noticed yet.
Here's a number that stopped me in my tracks this week.
| Metric | Number |
|---|---|
| Mobile users | 5.78 billion |
| People online | 6 billion |
| Using AI intentionally | 1.1 billion |
Nearly 5 billion people — connected, device-in-hand, scrolling right now — haven't yet crossed into intentional AI use.
We've Confused Access With Adoption
For the past two years, the AI conversation has been dominated by early adopters, technologists, and enterprise leaders. The narrative: AI is everywhere. Everyone is using it. Get on board or get left behind.
But the data tells a different story.
According to Microsoft's AI Economy Institute, global generative AI adoption reached just 16.3% of the world's population in the second half of 2025. That's roughly one in six people. In the Global South, that number drops to 14.1%.
We have conflated access with adoption. We've assumed that because the tools exist and the devices are everywhere, people are using AI with intention and confidence. They're not. Most people are still spectators.
"The gap between 'has a device' and 'uses AI purposefully' isn't a technology problem. It's a human problem."
Why the Gap Exists — And Why It Matters
It's the gap between knowing a tool exists and knowing how to think with it. Between watching someone else use AI and believing it has a place in your work, your business, your life. Between passive connectivity and conscious, confident use.
This is precisely why the conversation about AI cannot be left to the technologists alone. When the dominant narrative is about tools, models, and automation, we leave behind the vast majority of people asking a much more fundamental question:
"What does this mean for me?"
The businesses that will lead the next decade aren't the ones with the most sophisticated AI stack. They're the ones that understand this human gap — and build their customer experience, their culture, and their strategy around closing it.
The Customer Experience Implication Nobody Is Talking About
If only one in six of your customers is using AI confidently, what does that mean for how you design your customer experience?
- Your AI-enhanced touchpoints may be creating anxiety instead of delight for the majority.
- The assumption that "everyone gets this now" is costing you trust.
- The businesses winning at CX in 2026 aren't just deploying AI — they're designing for the human on the other side of it.
Conscious customer experience in the age of AI asks different questions:
➜ Does this AI interaction feel human, or does it feel like a barrier?
➜ Are we using AI to scale our values, or to replace the moments that matter?
➜ Are we meeting customers where they are in their AI confidence — or where we wish they were?
These aren't soft questions. They're strategic ones. And they separate the organisations building long-term trust from those optimising for short-term efficiency.
The Adoption Curve Is Still Wide Open
Here's the reframe: we are still extraordinarily early.
If AI reaches even half of today's internet population, that's nearly 2 billion new users yet to come. This isn't a mature market. This is the beginning.
The work of helping people move from passive connectivity to purposeful AI use — building confidence, frameworks, and human-centred thinking around this technology — is some of the most important work happening right now. Not because AI is the destination. But because how we bring people along will determine whether this transformation creates more division or more possibility.
What I Believe
I've spent over two decades at the intersection of design, human behaviour, and transformation — and I've never seen a gap this significant between a tool's availability and people's felt readiness to use it.
The organisations and leaders who understand this aren't just early adopters. They're architects of what comes next.
The question isn't whether AI will change the world. That's already decided.
The question is: who gets to shape how?
Curious about what conscious AI adoption looks like in your business? Book a call with Sarah or book Sarah to speak at your next event.
