in the last year; telephone communication with a virtual assistant, use of virtual googles in-store or in brand actions,
use of virtual reality for checking product usability, etc.
Supplementary notes
Survey question: "Have you interacted with any brand using Artificial Intelligence in the last year? (telephone communication with a virtual assistant, use of virtual googles in-store or in brand actions, use of virtual reality for checking product usability, etc.)."
Citation formats
Share of consumers who interact with a brand using AI in Spain 2024
During a 2024 survey, roughly one in three responding consumers from Spain stated that they had interacted with a brand using artificial intelligence (AI) in the 12 months leading up to the survey. Approximately 63 percent said they had not and eight percent did not know if they had or not.Â
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EAE Business School. (February 28, 2024). Share of consumers who interacted with a brand using artificial intelligence (AI) in Spain as of February 2024 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 15, 2026, from /statistics/1496187/ai-brand-communication-consumer-spain/
EAE Business School. "Share of consumers who interacted with a brand using artificial intelligence (AI) in Spain as of February 2024." Chart. February 28, 2024. ÌÇÐÄÆƽâ°æ. Accessed July 15, 2026. /statistics/1496187/ai-brand-communication-consumer-spain/
EAE Business School. (2024). Share of consumers who interacted with a brand using artificial intelligence (AI) in Spain as of February 2024. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 15, 2026. /statistics/1496187/ai-brand-communication-consumer-spain/
EAE Business School. "Share of Consumers Who Interacted with a Brand Using Artificial Intelligence (Ai) in Spain as of February 2024." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 28 Feb 2024, /statistics/1496187/ai-brand-communication-consumer-spain/
EAE Business School, Share of consumers who interacted with a brand using artificial intelligence (AI) in Spain as of February 2024 ÌÇÐÄÆƽâ°æ, /statistics/1496187/ai-brand-communication-consumer-spain/ (last visited July 15, 2026)
Share of consumers who interacted with a brand using artificial intelligence (AI) in Spain as of February 2024 [Graph], EAE Business School, February 28, 2024. [Online]. Available: /statistics/1496187/ai-brand-communication-consumer-spain/
