On average, half of online adults across the globe have heard of generative AI (genAI) but have never utilized the technology. Why? The top response is that they have not had a reason to do so — they likely haven’t had a compelling use case to try it out on. However, the second-most-selected reasons vary by region. Consumers in France and Spain see a skills barrier, while North America, the UK, and Australia point to a lack of trust. Country-specific AI regulations, policies, and available genAI platforms will dictate which specific barriers consumers have in adopting genAI. This is a snapshot of Forrester’s data on online adults’ top reasons for not using genAI.