Digital Fragmentation and Generative AI Use Across 103 Million Application Events

We study how organizations use frontier generative AI by linking ChatGPT Enterprise account records to usage, worker roles, task classifications, and public-company financial data through March 2026. These linked data enable a privacy-preserving analysis of adoption, worker roles, and message-level tasks at scale: for instance, the worker-level sample we analyze at the six-month adoption horizon includes over 1,500 organizations and over 17 million messages. We document four facts about enterprise AI adoption and use. First, ChatGPT Enterprise usage has grown rapidly due to a combination of new firm adoption and growing intensity among existing adopters. Second, U.S.-based public company adoption is concentrated among larger, more valuable, and more R&D- and SG&A-intensive firms. Third, active use within adopting firms spans job functions and seniority levels, with especially high usage intensity among early-career workers. Fourth, ChatGPT Enterprise usage encompasses a broad range of knowledge work tasks, including writing, technical work, communication, and information synthesis. In aggregate, these results suggest that firms differ widely in the speed, breadth and purpose of their enterprise AI adoption, and that they are still actively learning how to integrate AI into organizational workflows.

This paper introduces the AI & Economy ATLAS (Activity, Task, Landscape, and Adoption Study), an ongoing economic research initiative using Google AI usage data. The first iteration of ATLAS is built on 15 million de-identified interactions across the Gemini App, Google AI Mode, and Gemini API. Using privacy-preserving algorithms as well as established and bespoke classification methods, we map AI usage to over 800 occupations, 4000 tasks, 300 household activities, 150 countries, and 140 languages. We then make a number of observations on what the data reveals about AI's diffusion, and its usage at work and in day-to-day life. In the workplace, we show that while AI adoption spans occupations covering just above 88% of US employment, penetration remains shallow and overwhelmingly collaborative in nature, with end-to-end task automation limited in scope. Outside of work, AI spans activities making up about 98% of Americans' non-sleep time, with disproportionately high use in high-friction tasks such as engaging with government and professional service providers, likely delivering economic value that standard national accounts may miss. Globally, adoption scales with national wealth and has broad linguistic distribution, with English queries representing only around a third of volume. As we build upon ATLAS and expand its scope and capabilities, we will continue to provide large-scale empirical evidence to inform the public, policy and academic questions about the ongoing AI transformation.

Generative artificial intelligence (AI) is expected to transform work, but less is known about how firms reorganize labor demand as the technology diffuses. Existing research has largely focused on which occupations are exposed to AI or whether exposed jobs decline. We extend this debate by examining whether firms adjust by changing where they hire, what jobs contain, or both. Using a nationwide dataset of job postings in the United States, covering all sectors of the economy, we construct a dynamic, posting-level measure of generative AI exposure with a two-stage large language model pipeline. The pipeline identifies the tasks described in each posting and classifies the extent to which generative AI can perform or assist them. We then decompose changes in aggregate exposure into two margins: reallocation of demand across jobs and redesign of tasks within jobs. We document three main findings. First, generative AI exposure is dynamic rather than fixed, changing substantially over time. Second, labor demand adjusts through both margins. Hiring reallocation explains the largest share of the aggregate decline in exposure, accounting for 52% on average, while within-job redesign becomes increasingly important, accounting for 39.5%. A complementary Oaxaca-Blinder decomposition shows that shifts in occupational composition account for about 90% of the exposure change attributable to observable job characteristics. Third, adjustment differs across the job ladder. Senior jobs adjust earlier and mainly through reallocation, whereas junior jobs adjust through a broader mix of reallocation, redesign, and their interaction. These findings suggest that labor-market adjustment to generative AI is a process of organizational reconfiguration, in which firms reshape both hiring demand and the task architecture of work.