According to a study by Bain & Company released today, this figure places the Portuguese market significantly above the European average of 52%, signalling a rapid transition from the experimental phase to routine use, especially in information research, text writing and explaining complex concepts.

The report also highlights that Portuguese confidence in these tools is among the highest in Europe: 54% of users in Portugal say they trust AI-generated content, a trend that is stronger in the Iberian market than in the rest of the continent. However, this new paradigm is transforming digital consumption and challenging traditional business models.

Six out of ten users who receive AI-generated summaries no longer click on the source websites, posing a direct threat to the traffic of brands, publishers, and e-commerce platforms.

Although individual and professional use is high (with studies by AESE and Técnico indicating that 70% of Portuguese managers use AI at work), corporate implementation still shows some inconsistencies.

While Devoteam points out that 53.7% of organisations already use the technology, data from Google and Implement Consulting Group suggest that deep integration across the entire corporate structure is still limited.

Currently, 38% of Portuguese people still prefer conventional search engines, but the structural shift in how the public discovers content is already an undeniable reality.