Marketdash
Back to News

The AI Divide: Why Wealthy Americans Are Racing Ahead While Everyone Else Shops for Value

MarketDash Editorial Team
14 days ago
High-income Americans are eagerly adopting AI chatbots like ChatGPT and Gemini, but lower-earning households remain focused on discount tires and frozen fries. The gap reveals how differently income groups are approaching emerging technology.

America has an AI adoption problem, and it's split along income lines. While wealthy households are racing to embrace ChatGPT and other generative AI tools, everyone else is busy hunting for deals on frozen potatoes and discount tires. The gap isn't just about technology access—it's about fundamentally different priorities shaped by disposable income.

ChatGPT and Gemini Dominate High-Income Interest

If you're making more than $100,000 a year, there's a good chance you're at least considering AI chatbots. Google's Gemini and OpenAI's ChatGPT were the two fastest-growing brands this year among high earners, according to Morning Consult. The research firm measured this by tracking purchasing intent, which jumped dramatically from the first quarter to the third quarter of the year.

Brand awareness tells a similar story. Gemini's recognition among this demographic soared from 62% early in the year to 78% by Q3. ChatGPT remains the heavyweight champion of AI awareness, with 89% familiarity among high-income consumers. Overall, 42% of wealthy Americans are now considering using major AI chatbots—a figure that's climbed by more than 13 percentage points this year alone.

Bobby Blanchard, Senior Director of Audience Development at Morning Consult, told Axios that while AI interest has been building steadily for years, growth became "explosive" this year within wealthier demographics. The data makes it clear: higher-income Americans aren't just aware of AI—they're leading the adoption charge.

Everyone Else Is Focused on Basics

Drop below the six-figure income threshold, and AI barely makes the list of fastest-growing brands. Instead, consumers prioritize affordability and everyday necessities.

For households earning between $50,000 and $99,999, the fastest-growing brands include DoorDash (DASH), MTV, Tostitos, and Fruit of the Loom, according to Morning Consult. Among those making less than $50,000, the top brands are Discount Tire, Great Value French Fried Potatoes, Zoom (ZM), and Sargento.

The contrast is stark. While wealthy consumers experiment with cutting-edge AI tools that might boost productivity or satisfy curiosity, lower-income households concentrate on stretching their dollars further. AI tools are gaining some traction across all income groups, but the momentum is overwhelmingly concentrated among those with money to spare.

White-Collar Jobs Are the AI Frontline

Income isn't the only factor driving this divide. Morning Consult found that AI adoption is growing fastest in white-collar industries like technology, finance, and professional services—places where employers actively encourage or integrate AI tools into daily workflows.

Blue-collar workers are showing increasing interest too, particularly in manufacturing and construction. But adoption is rising more slowly in these sectors, partly because employers aren't pushing AI tools as aggressively. When your employer doesn't provide AI tools or training, and you're focused on making ends meet, experimenting with ChatGPT probably isn't high on your priority list.

High-Wage Jobs Face More AI Exposure—But That's Not Necessarily Bad

Research from MIT Sloan School of Management provides useful context for understanding why high earners are most affected. High-paying jobs typically involve information processing and analysis—exactly the kind of work where AI excels. This makes these roles more exposed to AI disruption, though that doesn't automatically translate to job losses.

In fact, MIT Sloan found something counterintuitive: when AI automates only part of a job's responsibilities rather than the entire role, companies often grow faster and hire more people. Workers in highly exposed, high-wage positions saw their employment share rise by roughly 3% over five years. Companies that extensively used AI also experienced higher sales and employment growth.

The takeaway? AI exposure doesn't equal displacement. When used well, it can actually expand opportunity—at least for now, and at least for high-wage workers.

What Happens Next

AI adoption is rising nationwide, but the gap between income groups is undeniable. Whether this divide narrows as AI tools become cheaper and more accessible, or widens as premium features and more powerful models emerge, remains an open question.

For now, AI fever is burning hottest at the top of the income ladder. Meanwhile, most Americans are making practical decisions about everyday expenses, not contemplating which chatbot to use. It's a reminder that emerging technology doesn't spread evenly—it follows money, workplace culture, and immediate needs. And right now, those factors are pointing in very different directions depending on your tax bracket.

Back to News

The AI Divide: Why Wealthy Americans Are Racing Ahead While Everyone Else Shops for Value

MarketDash Editorial Team
14 days ago
High-income Americans are eagerly adopting AI chatbots like ChatGPT and Gemini, but lower-earning households remain focused on discount tires and frozen fries. The gap reveals how differently income groups are approaching emerging technology.

America has an AI adoption problem, and it's split along income lines. While wealthy households are racing to embrace ChatGPT and other generative AI tools, everyone else is busy hunting for deals on frozen potatoes and discount tires. The gap isn't just about technology access—it's about fundamentally different priorities shaped by disposable income.

ChatGPT and Gemini Dominate High-Income Interest

If you're making more than $100,000 a year, there's a good chance you're at least considering AI chatbots. Google's Gemini and OpenAI's ChatGPT were the two fastest-growing brands this year among high earners, according to Morning Consult. The research firm measured this by tracking purchasing intent, which jumped dramatically from the first quarter to the third quarter of the year.

Brand awareness tells a similar story. Gemini's recognition among this demographic soared from 62% early in the year to 78% by Q3. ChatGPT remains the heavyweight champion of AI awareness, with 89% familiarity among high-income consumers. Overall, 42% of wealthy Americans are now considering using major AI chatbots—a figure that's climbed by more than 13 percentage points this year alone.

Bobby Blanchard, Senior Director of Audience Development at Morning Consult, told Axios that while AI interest has been building steadily for years, growth became "explosive" this year within wealthier demographics. The data makes it clear: higher-income Americans aren't just aware of AI—they're leading the adoption charge.

Everyone Else Is Focused on Basics

Drop below the six-figure income threshold, and AI barely makes the list of fastest-growing brands. Instead, consumers prioritize affordability and everyday necessities.

For households earning between $50,000 and $99,999, the fastest-growing brands include DoorDash (DASH), MTV, Tostitos, and Fruit of the Loom, according to Morning Consult. Among those making less than $50,000, the top brands are Discount Tire, Great Value French Fried Potatoes, Zoom (ZM), and Sargento.

The contrast is stark. While wealthy consumers experiment with cutting-edge AI tools that might boost productivity or satisfy curiosity, lower-income households concentrate on stretching their dollars further. AI tools are gaining some traction across all income groups, but the momentum is overwhelmingly concentrated among those with money to spare.

White-Collar Jobs Are the AI Frontline

Income isn't the only factor driving this divide. Morning Consult found that AI adoption is growing fastest in white-collar industries like technology, finance, and professional services—places where employers actively encourage or integrate AI tools into daily workflows.

Blue-collar workers are showing increasing interest too, particularly in manufacturing and construction. But adoption is rising more slowly in these sectors, partly because employers aren't pushing AI tools as aggressively. When your employer doesn't provide AI tools or training, and you're focused on making ends meet, experimenting with ChatGPT probably isn't high on your priority list.

High-Wage Jobs Face More AI Exposure—But That's Not Necessarily Bad

Research from MIT Sloan School of Management provides useful context for understanding why high earners are most affected. High-paying jobs typically involve information processing and analysis—exactly the kind of work where AI excels. This makes these roles more exposed to AI disruption, though that doesn't automatically translate to job losses.

In fact, MIT Sloan found something counterintuitive: when AI automates only part of a job's responsibilities rather than the entire role, companies often grow faster and hire more people. Workers in highly exposed, high-wage positions saw their employment share rise by roughly 3% over five years. Companies that extensively used AI also experienced higher sales and employment growth.

The takeaway? AI exposure doesn't equal displacement. When used well, it can actually expand opportunity—at least for now, and at least for high-wage workers.

What Happens Next

AI adoption is rising nationwide, but the gap between income groups is undeniable. Whether this divide narrows as AI tools become cheaper and more accessible, or widens as premium features and more powerful models emerge, remains an open question.

For now, AI fever is burning hottest at the top of the income ladder. Meanwhile, most Americans are making practical decisions about everyday expenses, not contemplating which chatbot to use. It's a reminder that emerging technology doesn't spread evenly—it follows money, workplace culture, and immediate needs. And right now, those factors are pointing in very different directions depending on your tax bracket.