How people are really using generative AI in 2025?
In 2025, generative AI has evolved from a nascent technology into an indispensable tool woven into the fabric of daily life and business. In Harvard Business Review, Marc Zao-Sanders, co-founder of filtered.com and the author of Timeboxing: The Power of Doing One Thing at a Time, recently conducted research into generative AI use trends over the past 12 months. He found that generative AI’s applications have expanded far beyond technical tasks, now addressing deeply human needs such as therapy, personal development, and creative expression. Based on his findings, this article explores the most impactful ways people are leveraging generative AI in 2025, the emerging trends, and the societal implications of this technological revolution.
The shift from technical to emotional applications
One of the most striking trends in 2025, according to Zao-Sanders’ research, is the shift from technical uses of generative AI to more emotive and personal applications. Therapy and companionship have surged to the top of the list, becoming the #1 use case for generative AI. This trend reflects a fundamental human need for connection, particularly in regions where mental healthcare is scarce. For instance, one Reddit user from South Africa (Zao-Sanders used online forums such as Reddit and Quora as part of his research) shared, “Large language models are accessible to everyone, and they can help. Unfortunately, data safety is not a concern when your health is deteriorating, and survival is the morning agenda” [1].
The rise of AI-driven therapy is bolstered by research suggesting that AI-delivered therapeutic interventions are now “indistinguishable from human-written therapeutic responses” [2]. This has profound implications for mental health accessibility, offering 24/7 support at a fraction of the cost of traditional therapy. However, it also raises ethical questions about the depth of AI’s empathy and the potential for over-reliance on machines for emotional support.
Personal and professional productivity
Generative AI has also become a cornerstone of personal and professional productivity. The second most popular use case is “Organizing my life,” where individuals rely on AI to manage schedules, set goals, and even plan household tasks. One user recounted, “I just asked it to create a timeline for me to clean and organize my house before we have guests staying” [3].
In the workplace, AI acts as a “thought partner,” as described by Jared Spataro of Microsoft: “When connected to all your work data — emails, chats, files, and meetings — AI can free you from the drudgery of work and serve as an invaluable thought partner” [4]. This augmentation of human capabilities is transforming industries, enabling employees to focus on strategic and creative tasks while AI handles routine work.
The quest for purpose and self-improvement
Another notable trend is the use of generative AI to explore purpose and self-development. “Finding purpose” ranks as the third top use case, with people turning to AI for guidance on values, goal-setting, and overcoming personal roadblocks. This reflects a broader societal shift toward self-actualisation, facilitated by AI’s ability to provide personalised advice and reframe challenges.
Allie Miller, a Fortune 500 AI advisor, highlights the psychological safety AI offers: “The lack of judgement and unrestricted exploration makes it an ideal playground for big dreams, potentially embarrassing questions, or hazy, half-formed goals” [5]. This underscores AI’s role not just as a tool, but as a catalyst for personal growth.
A deeper trend emerging from HBR’s analysis is the increasing sophistication of users and their evolving relationship with generative AI. In 2025, users are not just passive consumers of AI-generated output; they are co-creators, crafting better prompts and expecting more nuanced responses. As Zao-Sanders notes, “users seemed to have a better understanding of how LLMs work this year… the prompts cited were much better (often with explicit support from the LLMs to create them)” [6]. This shift underscores a maturing user base that recognises AI as a powerful extension of their cognitive and creative capabilities — provided they approach it with intentionality and clarity. It also reflects a growing demand for personalised, context-aware AI that adapts to individual needs rather than offering one-size-fits-all responses.
However, this increasing dependence also raises questions about over-reliance and cognitive outsourcing. Some users express concern that they’re becoming “too dependent” on AI, preferring to offload complex thinking rather than grapple with challenges themselves [7]. The debate is especially charged in educational contexts, where fears about students using AI to shortcut learning are widespread. At the same time, others argue that AI can actually enhance thinking — provided it’s used as a collaborative tool.As one Reddit user in Zao-Sanders’ study put it, “If you do not use it as a learning tool then you will destroy your career progression and become stagnant and limited in your knowledge” [8]. These tensions highlight the double-edged nature of generative AI: a technology that can elevate human potential, but only if used with awareness and discipline.
Creativity and content creation
The creative industries are undergoing a renaissance thanks to generative AI. Content creators, marketers, and artists are using tools like ChatGPT, Opus Clip, and Descript AI to streamline workflows and enhance creativity. For example, Austen Tosone, a YouTuber and podcaster, uses Opus Clip to break down long-form videos into shorter, engaging clips for social media. “With Opus Clip, I upload a link to the video episode on YouTube, and it creates tons of clips for me to choose from,” she explains [9].
Similarly, Kayla Watkins, a Pinterest strategist, leverages ChatGPT to repurpose blog posts into Instagram content. “Two weeks of Instagram content would have taken me 2-3 days to accomplish, but now it takes me under 3 hours,” she says [10]. These examples illustrate how AI is democratising creativity, allowing individuals and small businesses to compete with larger players.
Ethical and societal challenges
Despite its benefits, generative AI is not without controversy. Concerns about data privacy, misinformation, and the erosion of human skills are prevalent. One Reddit user quoted in Zao-Sanders’ research lamented, “I cancelled my subscription for this reason. I do not want to support a tool that tries to turn the world more timid and prim” [11]. Others worry about the impact on education, with AI capable of producing high-quality essays in seconds, potentially undermining critical thinking skills among students.
The rise of deepfakes and AI-generated content has also led to a “post-truth” era, where distinguishing reality from fabrication becomes increasingly difficult. Governments are responding with stricter regulations, such as the EU’s AI Act, which criminalises certain uses of AI, including deepfakes [12]. These measures aim to balance innovation with accountability, ensuring AI is used responsibly.
The future of generative AI
Looking ahead, generative AI is poised to become even more integrated into our lives. Autonomous AI agents, capable of performing complex tasks without explicit instructions, are on the horizon. These agents could revolutionise industries by automating end-to-end processes, from logistics to customer service [13].
Another development is generative video, where AI can create moving images from text prompts. While still in its infancy, this technology has the potential to transform filmmaking, advertising, and education. OpenAI’s Sora model offers a glimpse of this future, demonstrating how AI could soon generate entire scenes from simple descriptions [14].
Quantum AI, though still emerging, promises to unlock unprecedented computational power, enabling breakthroughs in fields like medicine and materials science. As Bernard Marr notes in Forbes, “Enabling algorithms to work at speeds hundreds of millions of times faster than is possible using standard computers won’t just make AI faster. It could also become capable of tackling entirely new tasks” [15].
How people are really using generative AI in 2025
Generative AI is no longer a novelty but a transformative force reshaping how we live, work, and connect. From therapy and productivity to creativity and self-discovery, its applications are as diverse as they are profound. Yet, as the technology advances, society must grapple with ethical dilemmas and ensure that AI serves humanity’s best interests. As Zao-Sanders puts it, “AI will continue to develop, as will our applications of it” [16]. The journey has only just begun.
Sources
[1] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[2] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[3] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[4] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[5] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[6] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[7] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[8] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[9] https://www.forbes.com/sites/emmalynnellendt/2025/02/27/how-content-creators-are-using-ai-in-2025/
[10] https://www.forbes.com/sites/emmalynnellendt/2025/02/27/how-content-creators-are-using-ai-in-2025/
[11] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
[13] https://hbr.org/2024/12/what-is-agentic-ai-and-how-will-it-change-work
[16] https://hbr.org/2025/04/how-people-are-really-using-gen-ai-in-2025?ab=HP-hero-for-you-1
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