Artificial intelligence: 80% of Swiss use it (cross-border guide)

Context

In a nutshell

• 80% of the Swiss population uses AI
• Doubled usage in two years
• Radio loses audience to streaming
• X (ex Twitter) drops from 17% to 10%

• What: Study on the digital behaviour of the Swiss population
• When: Recent survey
• Where: Switzerland
• Who: IGEM-Digimonitor and WEMF AG für Werbemedienforschung
• AI diffusion: 80% of the population
• Trend: Use doubled in two years

Artificial intelligence is spreading in Switzerland at an accelerated pace. According to the IGEM-Digimonitor and WEMF AG survey on media research and advertising, 80% of the Swiss population now uses AI in both sul posto di lavoro and in the private sector. The figure represents a doubling compared to just two years ago, with particularly high prevalence between the ages of 15 and 24.

AI applications go beyond texts and translations. Information research, consultancy for purchases and e-learning are now established fields of use. In online research, 77% of respondents employ AI mode integrated into classic search engines, while 57% access dedicated AI platforms. This makes AI platforms more used than YouTube (34% per search) and social media (28%).

Television resists, streaming advances

The television holds its position firmly. 92% of the population uses TV offers at least occasionally, and 54% watch it every day. In parallel, streaming conquers space: 47%

Operational details

Social media now plays multiple roles in the daily lives of the Swiss, far beyond the original entertainment.

Social Media: The Expanding Role

Two-thirds of the population uses social networks on a daily basis. If the use is lower in German Switzerland and among the ultra-55-year-olds, social networks are integrated into the lives of the youngest. In addition to fun, more than half of the population uses them as a news channel. 44% also use them for e-learning, accessing educational content. Between the ages of 15-34, social networks play a decisive role in the search for information and purchase advice.

Social commerce (direct purchase via social media) remains marginal: 18% of the population practices it.

Platforms: the new balance between generations

Instagram holds the record: 45% of the population uses it on a daily basis. Facebook follows with 26%, Snapchat with 16% and TikTok with 14%. X (formerly Twitter) suffered a marked contraction, collapsing from 17% in 2024 to 10% in 2026.

However, younger generations show radically different preferences. Between the ages of 15 and 34, Instagram reaches 72% of daily use, Snapchat 44% and TikTok 31%. This gap highlights how very young people adopt platforms that diverge from those of the general population. For the aziende e i brand svizzeri, this fragmentation poses significant challenges in digital communication, requiring multichannel strategies

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Key points

Digital skills as a priority

The explosion in the use of AI (doubled in two years) and the change in digital behaviours put continuing education back at the centre of the work and personal agenda. Those who work or are looking for work in Switzerland should consider digital skills not as optional, but as a core element. 80% of the population now uses AI on a daily basis at work, which means that the vast majority of jobs offer or will require at least a basic familiarity with these tools.

How to keep up

You don't need to become an AI expert - just understand the fundamentals and know how to use it ethically. Online training opportunities proliferate — from university platforms to business courses — and many courses are accessible for free or at low cost. If you are an employee, check if your employer offers internal AI training; if you are self-employed, invest in refresher courses.

Checking in regularly on how your industry or sector adopts AI is crucial. The study data shows that AI now permeates online search (77% in classic engines, 57% on dedicated platforms), which means that tools and best practices are constantly changing. To assess how new digital skills could impact your wage bargaining in Switzerland, use our calcolatore stipendio and stay up to date on the training benefits offered by companies in your industry.

Source: tio.ch