Belgians in the era of generative AI

Generative AI is no longer a technological curiosity: it is settling into the daily lives of Belgians, in their searches, their purchasing decisions and their working methods. But at what speed? For what uses? With what level of trust?

To find out, PingPrime.ai and Semactic commissioned a survey from IntoTheMinds, a Belgian research firm specialising in behavioural analysis. More than 1,300 people responded: 1,001 individuals representative of the Belgian population, and 312 professionals active in marketing, communications, sales, training and management.

Here are the key takeaways from this first major Belgian snapshot of generative AI usage.

1. Two in three Belgians already use generative AI for their searches

67% of Belgians surveyed say they use ChatGPT, Copilot, Gemini, Perplexity or another generative AI tool at least occasionally in their online searches. A figure that places generative AI in third place among search channels — behind traditional search engines (82%) and social media (70%), but already ahead of video platforms, online encyclopedias or news sites.

Among 18-34 year-olds, the regular usage rate of generative AI climbs to 76% — more than social media in this age group. A clear generational shift: for the generation entering the labour market today, AI is no longer an alternative channel, it is a reflex.

Conversely, among those 55 and over, generative AI still only convinces 17% of regular users, far behind Google (80%) or Wikipedia (26%).

2. AI Overviews: a format already adopted, without always being identified

61% of Belgians say they have already noticed or used AI-generated summaries at the top of Google results pages (the now-famous AI Overviews). Among 18-34 year-olds, this figure reaches 78%.

Even more striking: among those who use them, 74% consider that the summary is often enough to answer their question, and 77% appreciate the format. In other words, a growing share of internet users no longer click on the links — they consume the AI's answer directly.

For brands and publishers, this changes everything: visibility is no longer played out solely on Google rankings, but on the ability to be cited, picked up and summarised by AI models.

3. What do Belgians use generative AI for?

Among generative AI users, usage concentrates around four needs:

• General information and general knowledge (68%)
• Practical everyday advice: travel, cooking, health, well-being (53%)
• Help with studies and learning (39%)
• Personal creation: texts, posts, letters (39%)

Product purchases come at the bottom of the list — but with a strong signal: 36% of respondents acknowledge having already made a purchasing decision based solely on an AI recommendation. The line between information search and commercial decision is blurring.

4. Search becomes conversational

Nearly 3 in 4 Belgians now formulate their queries in natural language — either in complete sentences (37%), or by alternating keywords and sentences depending on the context (38%). Among 18-34 year-olds, the conversational reflex is already in the majority (39% complete sentences, 40% in hybrid mode).

Add to that voice search: 50% of Belgians use it at least occasionally, mainly at home or to save time. Among young adults, this figure rises to 73%.

The typical query is no longer a string of keywords: it is a question. And increasingly often, it is a conversation.

5. Trust is growing — but remains cautious

69% of users say they trust, moderately or strongly, the responses generated by AI. Among 18-34 year-olds, this figure climbs to 74%.

But this trust comes with contradictory signals:

• 46% acknowledge that AI pushes them to verify their sources less
• 39% believe it influences them without them always being aware of it
• 58% say it simplifies their decision-making
• 64% still refuse to base a major purchase solely on an AI recommendation

What motivates the use of AI is not, moreover, primarily accuracy. When users are asked what drives them to choose generative AI, they cite above all:

1. The clarity of the wording (53%)
2. The relevance of the answers (46%)
3. The speed (45%)
4. The ability to understand the question (45%)
5. The accuracy of the answers (43%)

Accuracy only comes in fifth position. The dominant criterion is the fluidity of the experience.

6. In business: massive use, but still poorly structured

On the professional side, 87% of respondents use AI in the context of their work (49% regularly, 38% intensively). The most frequent uses:

• Translation and proofreading of texts (49%)
• Research and information synthesis (46%)
• Email drafting and communication assistance (39%)
• Automation of repetitive tasks (36%)

But integration within the business is still to be built. Only 14% of companies have strongly integrated AI into their processes, and 31% of employees say they have received no training or structured support.

The barriers identified: data confidentiality (37%), doubt about reliability (35%) and lack of training (27%).

And yet, 83% of professionals plan to increase their use of AI in the years to come. The potential for adoption remains largely ahead of us.

7. Towards a new landscape of online visibility

The study highlights a tipping point: internet users click less, but converse more. For brands, this means that it is no longer enough to rank well on Google — they must now be understood, cited and recommended by artificial intelligences.

This is the whole stake of Generative Experience Optimization (GEO): structuring your content, your data and your positioning to exist in the answers generated by ChatGPT, Perplexity, Gemini or Google's AI Overviews.

The battle for visibility is no longer played out solely on Google's first page. It is played out in the answer — the one the AI builds in place of the user.

By the numbers: what to remember

• 67% of Belgians use generative AI at least occasionally
• 76% of 18-34 year-olds use it regularly
• 61% have already noticed AI Overviews (78% among young people)
• 36% have already bought a product following an AI recommendation
• 69% trust AI responses
• 53%: clarity is the #1 criterion, ahead of accuracy (43%)
• 87% of professionals use AI at work
• 83% plan to increase their use in the years to come

About the study

The survey "Belgians in the era of generative AI" was conducted in 2025 by IntoTheMinds at the request of PingPrime.ai and Semactic.

It is based on a dual representative sample:

• 1,001 Belgian individuals aged 18 to 65, surveyed online using the quota method (gender, age, region, education level)
• 312 professionals from companies of all sizes (micro-businesses, SMEs, large accounts), active in marketing, communications, sales, training and management

Margins of error: ±3% for the general public, ±5% for the professional sample.

📥 Download the full study

Want to go further? The full study details all results by age group, region and sector of activity, with all charts and cross-tabulations.