85% of Ukrainians use AI, only 6% pay for it

Artificial intelligence has become a part of Ukrainians’ daily life. People use it for work, study, and searching for information, while businesses use it for quick interaction with clients. At the same time, according to the results of a Gradus study conducted in March 2026 and presented at Forbes AI Day, despite its high popularity, most users are not ready to pay for such services, and in sensitive matters, they continue to prefer communicating with humans.

AI services are more frequently used by a younger audience

According to the study, 85% of Ukrainians use artificial intelligence tools constantly or from time to time. At the same time, the level of engagement significantly depends on the respondents’ age: among the youngest audience, this indicator reaches 60%, while in older age groups — only 18%.

AI — a matter for the young

The most recognized and used services remain ChatGPT and Gemini, which outperform competitors by a wide margin.

Awareness vs usage

At the same time, the overwhelming majority of users are not ready to pay for subscriptions to AI services. 79% of respondents use free versions, while only 6% have paid tools. Another 8% had experience with paid usage but gave it up.

Preference is given to free versions

AI in interaction with brands is perceived positively by half of Ukrainians

Regarding interaction with chatbots and AI assistants that businesses use to communicate with clients, 72% of respondents have such experience. Half of them view this interaction positively. A third do not approve of it, preferring live communication.

Attitude towards the use of AI assistants by brands The younger — the more tolerant

Here too, there is a direct correlation with age — positive and neutral attitudes are more common among representatives of younger age groups.

Overall, 67% of respondents rate their latest experience of interacting with AI in a service environment positively, and among the audience aged 25–34, this indicator reaches 85%.

AI is trusted with simple questions

Artificial intelligence is considered most useful in simple and routine tasks: getting quick answers, tracking orders or service status, help with choosing goods, or solving technical issues.

Simple questions and quick answers

At the same time, in complex and sensitive situations, the level of trust is significantly lower. This applies to financial operations, working with personal data, submitting complaints, or solving non-standard problems.

We see a very simple logic: if it can be used for free, people do it. That is why AI has so quickly become a part of everyday life. At the same time, this does not yet mean a readiness to pay. Interestingly, the gap between age groups is gradually narrowing. Younger users are more active in trying new tools and teaching older family members how AI can help in life. This way, the technology spreads faster. But when it comes to trust, everything is more selective: people willingly delegate simple tasks to AI where speed is important, but when it comes to something more complex or sensitive, people still want to talk to a human,

— comments Evgeniya Bliznyuk, sociologist, founder, and CEO of the research company Gradus.

*The full research report is available for download via the form below.

The study was conducted by the research company Gradus using the method of self-completion of a questionnaire in the Gradus mobile application. Target audience: men and women aged 18–60 living in Ukrainian cities with a population of over 50,000, excluding temporarily occupied territories and active combat zones. Survey period: March 23-24, 2026. Sample size: 1,000 respondents.