Why consumers prefer AI assistants to apps, and how brands should respond

Just as consumer apps drove business apps to evolve from a function-first to a user-first experience, AI assistants are driving a similar evolution today. In TELUS Digital's recent poll, we found that one-third of consumers (32%) replaced at least one traditional app with an AI assistant in the past year.

Perhaps more striking, 36% expect to rely on AI assistants more than apps for the majority of everyday tasks just one year from now.

Our survey results from 1,000 U.S. adults who use AI assistants monthly show a clear shift in consumer preferences:

• 83% said AI assistants complete tasks faster than traditional apps.
• 71% said AI assistants adapt better to their preferences over time.
• 54% said AI assistants provide more customized experiences.

The reasons driving this change are clear: Consumers cite greater convenience (62%), faster results (54%) and a better overall user experience (53%) as their top motivations for switching.

“This study shows the beginning of a marked change in consumer behavior, as users are increasingly turning to AI assistants for tasks that were once considered app territory,” says Tobias Dengel, president of TELUS Digital Solutions. “This trend creates a critical opportunity for brands to differentiate themselves.”

AI assistants have a greater adoption velocity than previous technologies

Historically, the adoption of new technology follows a predictable pattern. It spreads slowly among consumers, following the classic innovation curve from early adopters to laggards. But our research suggests AI is disrupting this pattern due to its ease of use and ability to personalize interactions.

Among self-proclaimed technology early adopters, 52% have already replaced an app with an AI assistant. But the acceleration is happening across all groups:

• Early majority adopters: 35% expect to rely on AI assistants more than apps within one year (currently 29% have made the switch).
• Late majority adopters: 16% expect to rely on AI assistants more within one year (currently 24% have made the switch).

For brands that prioritize delivering exceptional CX, this compressed adoption timeline means they have a narrower window to adapt compared to previous shifts in digital technology.

Where are AI assistants winning, and where do they lag?

The shift to AI assistants isn’t uniform across all categories, however. Consumer preferences vary significantly depending on the task:

• Health and fitness: 46% prefer AI assistants to design exercise plans, compared to 35% who would use an app.
• News and media: 51% still prefer apps for finding top news stories, though 40% would use an AI news assistant, showing the gap is narrowing.
• Shopping and retail: 63% prefer apps for product research, versus 33% for AI assistants.
• Banking and finance: Apps maintain a strong lead with 67% preferring them for tasks like finding mortgage rates, compared to 24% for AI assistants.

Some of this lag can be attributed to the nature of the task. Finance and healthcare, for example, are heavily regulated industries that face more complex technical challenges and greater risks when building AI assistants compared to retail or travel.

That said, both the finance and healthcare spaces are building secure conversational AI assistants capable of handling increasingly complex requests. As AI assistants continue developing their capabilities and user experience in heavily regulated fields, consumer preferences will likely follow.

What’s holding back wider adoption of AI assistants?

Despite the performance advantages of AI assistants and the enthusiasm of early adopters, trust remains a critical barrier. Only 24% of consumers trust AI assistants to protect their personal data, while 50% trust traditional apps more and 26% don't trust either.

This trust deficit presents both a challenge and an opportunity for brands to collaborate with top AI consultants to create secure and transparent AI experiences.

Traditional apps also retain other advantages that keep users engaged:

• Loyalty rewards and perks (51%).
• Ease of browsing (37%).
• Familiarity and habit (35%).

Where is the next wave of AI assistants headed?

AI assistants are quickly evolving beyond simple information retrieval. Consider OpenAI’s recent launch of its Apps SDK. With the ability to build ChatGPT apps, brands can seamlessly introduce new experiences into a user’s conversational workflow.

“Until now, chat interfaces were primarily about information, but as we move towards having third-party apps that can be invoked directly within a chat, they're becoming about execution,” Dengel says. “There's a clear first-mover advantage for businesses that invest now in this next wave of customer engagement.”

This shift to execution-focused AI experiences, where users can complete entire tasks from start to finish within a single conversation, is why leading organizations are seeking top AI agencies with proven expertise in both AI development and API engineering.

How should brands rebuild their apps for AI?

Forward-thinking brands have an opportunity to rebuild their business and apps to meet the growing preference people have for using AI assistants. Dengel offers a clear strategic vision for brands navigating this transition.

“While AI assistants deliver speed and flexibility, apps continue to matter to consumers, offering reliability, rewards and familiarity. The real opportunity for brands is to merge the best attributes of both into AI-powered apps supported by entry points from leading AI assistants such as ChatGPT and Gemini. The experiences should complement each other, leaning on their respective strengths,” he says.

That approach creates a synergy benefiting both AI assistants and traditional apps. The more brands optimize their apps to work with AI assistants, the richer the experience becomes for users, whether they’re customers or employees.

“At TELUS Digital, we've long believed that every app will need to be rebuilt for an AI- and voice-first world to deliver richer, more intuitive experiences,” Dengel continues. “The brands that invest in strong, user-friendly application foundations and securely connect their AI capabilities through shared APIs will be best positioned to deliver seamless, personalized and trustworthy interactions within AI assistants.”

How does TELUS Digital help brands win in an AI-first world?

The shift toward AI assistants presents digital leaders with a challenge: How do you modernize your established app portfolio to deliver the speed, personalization and execution consumers now expect from AI assistants, all while maintaining security and trust?

At TELUS Digital, we partner with leading brands to solve challenges just like these by applying our deep expertise in AI, data and digital product development. Our battle-tested approach delivers secure, scalable human-centered experiences even in highly regulated industries like financial services and healthcare. We also help you win a first-mover advantage with our AI-First Lean Teams model, shown in internal assessments to accelerate software delivery by up to 45% and reduce costs by 55% compared to traditional development.

Check out our work to see how we help brands modernize their apps to deliver AI-powered experiences that feel seamless and authentic, including:

• Building a secure conversational AI assistant for a major North American financial services firm.
• Embedding conversational AI into an AAC app for communication-impaired patients.
• Detecting and correcting biased language in real time for a global nonprofit.

Wherever you are in your app journey, whether optimizing for mobile performance or integrating LLMs into your conversational experiences, our experts can help you unify your app and AI strategy.

Explore our Web & Mobile App Development Services to learn more about how we build secure, AI-powered digital products, or connect directly with an expert to discuss your project.