Introduction

Digital environments have undergone significant changes since the emergence of commercially accessible artificial intelligence (AI) tools in the last third of 2021. While these systems generate comprehensible discourses, narratives, and operations, their most profound impact can be seen in the cognitive shifts they provoke in knowledge-based societies (^{Russell & Norvig, 2022}).

Particularly, the use and appropriation of AI offer advantages in terms of efficiency and interaction, but they also raise significant ethical considerations and challenges for consumer protection (^{Malodia et al., 2024}). Moreover, the accelerated technological development of AI presents risks such as consumer and user manipulation, dependence on intelligent technologies, and the potential reduction of human and cognitive skills (^{de Marcellis-Warin et al., 2022}).

Practically every day, without exception, new information about AI emerges, whether due to its transformative impact on activities historically carried out by highly trained humans, which can now be completed in a matter of seconds (e.g., text creation, stylized images, or videos), or due to the broader social perspectives stemming from the sustained use of these systems at a macro level (e.g., solving tasks across all levels of academic education) (^{Virvou, 2023}).

The use of artificial intelligence tools has become increasingly common across various industries, sectors, and countries, including Mexico, raising concerns about its impact on consumers and their decision-making processes. So much so that communication and strategic marketing specialists are progressively leveraging AI-based recommendation systems to assist consumers in making purchasing decisions, without considering that this may negatively impact consumers’ inten- tions to engage in eco-friendly consumption by reducing their motivation to manage impressions and to buy sustainable products (^{Swan, 2022}). Counter-algorithms and self-assessment tools are positioning themselves in the market as potential solutions to address the ethical risks associated with AI algorithms (^{Lu et al., 2023}).

An aspect that has drawn attention is the potential influence of artificial intelligence tools on users’ creativity and innovative thinking (^{Lopezosa et al., 2023}). For this reason, this paper aims to explore the initial profile of users employing artificial intelligence tools in Mexico and examine whether these tools act as enhancers of new ideas or as creative crutches supported by the premise of increased productivity and efficiency.

The study investigated the use and appropriation of this technology to reflect on the impact of artificial intelligence on users’ creative thinking processes and their trust in these tools to generate innovative solutions. By understanding the initial profile of AI users in Mexico and their relationship with creativity and innovation, insights were gained into the implications of AI adoption on individuals’ creative capacities and the development of new ideas.

With this in mind, this research provides an initial overview of Mexicans who are using such tools more intensively, as well as identifying the most popular platforms and applications among users and the ethical perspective they reported having when utilizing these tools.

Theoretical framework

The use, consumption, and appropriation of information technologies are essential aspects of adoption and success in the socio-digital lifecycle. This is particularly evident in the case of disruptive and exponential technologies like artificial intelligence, which have rapidly become cognitive, creative, and analytical assistants in contemporary society. Users tend to adjust their expectations of technological appropriation based on several factors, including adopting trial-and-error strategies to find ways to use the device that best align with their needs and goals, personalizing the technology for their requirements, previous experiences with other technologies, the perceived utility of the new device, and their ability to adapt to its limitations (^{Zamani & Pouloudi, 2019}). When users face moments of disillusionment with a new technological artifact, they may choose to modify their expectations and behaviors to maximize the benefits obtained from its use (^{Pinto & Filgueiras, 2023}).

Appropriation, therefore, involves personalization and adaptation, influenced by social, cultural, and technological factors, including implementing alternative solutions or workarounds (^{Zamani et al., 2022}) to overcome the inherent limitations of the technology. This enables reevaluation or rejection, making technological appropriation a dynamic process where users’ expectations adjust to their experiences and the context or place where they use the applications. This process is essential to understanding how technologies align with users’ identities and digital content production, modifying and adapting them to their specific needs, experimenting, creating new applications, or inventing unanticipated uses. This reflects the active and creative process of technological appropriation (^{Payen et al., 2021}).

The appropriation of applications and platforms inherently involves experiential learning through manipulation, collaboration, cooperation, intercultural exchange, production, and creation. Through such manipulation and comprehension, users generate new knowledge (^{Carabaza González, 2011}). Understanding the process of appropriation is essential for grasping the role of information technologies in shaping identity, as well as in the creation and consumption of digital content. This process involves both the symbolic and practical dimensions of technology, blending cultural practices that foster a sense of belonging and identity. As such, appropriation becomes a socially significant activity, deeply embedded in the ways individuals and communities relate to digital tools and content.

Appropriation tends to vary significantly, according to the literature, depending on the user group (e.g., young people, professionals, or academics). Studies such as that of ^{Chao-Rebolledo and Rivera-Navarro (2024)} have identified differentiated usage between academic-didactic contexts versus student applications for task completion, information search, and idea development. These studies have highlighted positive perceptions from educators, who recognize the potential for improvements in the teaching-learning process, while students express more moderate skepticism.

Mexican users of AI tools, in particular, favor them for enhancing productivity and creativity, especially in text and image production. ^{Pérez Salazar (2023)} acknowledges the value of these tools for teaching and the development of academic materials, but also highlights key limitations, including the absence of real-time information, biases in training data, and challenges in maintaining context during extended interactions. These issues call for a critical approach to using AI tools, emphasizing the need for continuous verification of the generated content.

Sociocultural contexts determine usage for building identities, maintaining social connections, constructing knowledge, and fostering cohesion or creative expansion. Regarding AI, the ethical debate about these technologies remains unclear, appearing to be confined to academic discussions with legal concerns. Divided opinions exist regarding the need to restrict or sanction its use due to unclear and uninformed guidelines about its ethical employment (^{Chao-Rebolledo & Rivera-Navarro, 2024}). This highlights the need for policies and educational programs that promote AI literacy, encouraging critical, ethical, and productive judgment. In ^{Chan and Hu’s (2023)} study, ethical concerns were evident around issues such as privacy, plagiarism, and overdependence, raising concerns about the potential compromise of critical, analytical, and creative competencies due to possible overreliance.

The growing use of AI assistants marks a shift in how users access information and manage daily tasks, introducing new values around social identity and convenience. The practices and values associated with the use and appropriation of these tools are shaped by users’ cultural and social capital. These differences reveal underlying inequalities in access, skills, and competencies, as well as the broader impacts of the user-technology relationship (^{Carabaza González, 2011}).

AI-driven numerical optimization and data analysis represent significant advancements in interpreting complex information. However, users primarily turn to AI tools for reasons such as perceived utility, enjoyment, social identity, personalization, and convenience (^{Malodia et al., 2024}). Existing literature underscores the role of information and communication technologies (ICTs) in shaping social and cultural dynamics, highlighting how their use and appropriation can offer gratification while also presenting challenges for communication research. Users even form emotional connections with voice assistants, AI systems, or avatars, linking their use to personal identity and customization.

Favorable attitudes toward using generative artificial intelligence tools stem from perceived utility, such as offering personalized support, writing assistance, analysis, and resources tailored to facilitate self-directed learning. They also support idea generation and provide immediate, personalized feedback (^{Chan & Hu, 2023}).

Recent data suggest that users creatively engage with new technologies like AI, driven by factors such as hedonic motivation or a desire to explore. This playful value motivates both information seeking and task execution, making appropriation a creative daily act where users invent novel uses for information technologies and ultimately adopt them. Users discover creative uses either independently or by learning from others, heavily influenced by technological cognition orientation, gender, exploration orientation, frequency of use, and prior experience -key predictors of creative engagement (^{Salovaara et al., 2011}). These creative uses are adopted by a significant portion of users, indicating a willingness to explore and experiment with new technologies.

These findings can be related to the consumption of new technologies like artificial intelligence, suggesting that users can also employ AI technologies creatively and innovatively due to perceptions of utility and enjoyment. Trust and frequency of use often moderate the relationship between perceived utility and the outcomes achieved. Frequency of use fosters competence and familiarity with the technology (^{Carabaza González, 2011}). Consequently, users can explore and experiment with AI applications, finding new and unexpected uses for AI in their daily lives and professional activities. This user experience ultimately enhances personalization and social identity association.

Factors such as familiarity with AI, personal characteristics, and frequency of use also influence the adoption and appropriation of artificial intelligence technologies. They have also reinforced the “culture of laziness” and a sedentary lifestyle (^{Haryono, 2020}). The ease of meeting needs quickly, efficiently, and effortlessly encourages impulsive behavior by delivering quality results and immediate satisfaction. This creative crutch is strengthened by response speed, product quality, the produced effect, and the resulting gratification.

Undoubtedly, the appropriation of AI affects society and culture, emphasizing the need for theoretical frameworks that consider the social and cultural functions of ICTs. Topics such as creative appropriation, informal learning, appropriation contexts, technological transformation and creolization, and knowledge produced through interaction must be explored (^{Payen et al., 2021}).

Our research seeks to explore the social and cultural roles of information technologies, the gratification they offer, and the potential challenges they present in terms of creativity and productivity through the use and appropriation of AI by Mexicans. This study aims to provide insights that can help other researchers better understand the role of technology in society, while also serving as a foundation for developing more effective and efficient communication strategies and policies.

Method

The research examined the profile of AI users in Mexico who reported using such tools at least once a week for work or school purposes. A quantitative approach was employed, utilizing digital questionnaires distributed via social media and e-mail, targeting users geographically within Mexico. The instrument was completed by 327 individuals aged 16 to 70 years (mean age 30.5 years, median 23 years, standard deviation 12.86) from 17 states of the Mexican Republic,¹ with eight out of ten respondents residing in Mexico City or the State of Mexico. This bias may be attributed to the fact that the authors teach at universities in these two regions and promoted the questionnaire among students during the study. A non-probabilistic convenience sampling method was used. Notably, 71 % of respondents reported either studying or combining study and work. Consequently, the results cannot be generalized to broader populations as they reflect a specific group (workers, students, or a combination of both). Eligibility criteria included a minimum age of 13 years and the use of AI tools at least once per week. Data collection occurred from September 25 to October 25, 2023, with a response rate of 55 % (591 questionnaires initiated, 327 completed).

The questionnaire was extensively promoted during the aforementioned dates through paid advertising options on Facebook and X within Mexico. No specific keywords were used to advertise the questionnaire; instead, the platforms’ algorithms were tasked with optimizing visibility for the largest possible audience. On Facebook, promotion occurred through a page managed by one of the authors, which, despite having few followers, allowed ad promotion (as this platform does not permit ads from personal accounts, only from classified “Pages”). On X, the ad was shared via a personal account of one of the authors. A total of 3 000 Mexican pesos were spent to promote the survey. The same questionnaire link was also shared among undergraduate and graduate groups at the Anáhuac, Iberoamericana, and ITAM universities. This process led to 591 people beginning the questionnaire, of which 327 completed it and were included in the analysis. The remaining 264 partially completed questionnaires were discarded.

This inherent data collection bias aligns with the study’s objectives. Since the study aimed to profile, examine habits, and assess the attitudes of individuals who reported using AI tools at least once a week, those who did not use AI intensively were excluded. This group predominantly included young individuals of working age, a result partly influenced by the study methodology and the nature of the tools examined, which, at the time, were predominantly integrated into educational institutions and urban workplaces. A follow-up study targeting general populations could determine whether this trend in AI usage is widespread. For an initial profile, however, this approach was considered useful as it was not intended to represent all Mexicans who use AI tools.

Thus, the collected data may be useful for decision-making related to this specific group of people who already use AI in their daily academic or professional activities. Weekly usage was employed as a practical benchmark: using a computational program less than once a week complicates mastery or reflects that it is not significant for the user, especially in work environments.

After data collection, the dataset was downloaded as a CSV file for analysis using a spreadsheet program. Before analysis, all e-mail addresses, IP addresses, and response timestamps were manually removed from the CSV file to maintain respondents’ anonymity. To ensure detailed data analysis, each respondent was assigned a unique nine-digit identifier called “collector_id”. This identifier was automatically generated by the survey platform’s data collection system upon survey completion, preventing duplication or cloning and blocking users from responding to the questionnaire more than once. These security measures aim to prevent duplicate responses or attacks from bots or automated survey tools. Once the CSV file was cleaned, the data was analyzed. This anonymization ensured that all 327 respondents were treated equally, regardless of how they accessed the questionnaire (Facebook, X, or e-mail). The results presented in the next section exclusively reflect data from these 327 completed questionnaires.

The digital questionnaire comprised 24 questions divided into three sections: a) filter questions to exclude irrelevant users who did not meet the minimum age of 13 or reported not using AI tools at least once a week for study or work purposes (two questions); b) socioeconomic and demographic profile (12 questions); and c) AI usage in daily life, focusing first on reasons for use and later on ethical positioning regarding these technologies (10 questions). Data related to respondents’ profiles are detailed in Table 1, while their reasons for using AI and ethical perspectives are presented in Tables 2 and 3, respectively. Given the limited research on this topic in Mexico, this questionnaire structure was considered logical for gaining an initial understanding of users of these new technological tools.

Convenience sampling was chosen due to the novelty of the study’s subject. Although the results cannot be generalized beyond the sample and lack representativeness at the population level (^{Acharya et al., 2013}), this sampling method is useful for initial explorations of a novel topic, such as the frequency and motivations for using a new technological tool. It is also frequently employed in exploratory research phases (^{Alaminos & Castejón, 2006}). The two filters applied in the questionnaire helped select suitable cases, accelerating data collection and reducing costs -features typical of this type of sampling (^{Otzen & Manterola, 2017}). Non-probabilistic sampling methods should not be dismissed outright as they play an orienting role (^{Pimienta, 2000}), especially when studying new phenomena of social significance. For the specific purposes of this study, this sampling approach was considered effective as it allowed the research to focus on the essential traits of the target population -individuals using AI tools on their electronic devices at least once a week for various tasks.

Results

The relationship between Mexican society and artificial intelligence is at a significant turning point, marked by interaction patterns that reflect demographic and social influences. The survey data shed light on how Mexicans interact with AI, offering a detailed and multifaceted perspective. The sample’s demographics, dominated by women (54 %) and with an average age of 30.5 years, highlight a tendency toward a young and gender-balanced population in terms of AI technology use. This female predominance in the digital sphere suggests that gender could play a crucial role in the adoption and perception of AI tools, pointing to the need for the design and development of these technologies to consider women’s specific preferences and needs. The study by ^{Chan and Hu (2023)} already emphasized the importance of investigating variables such as gender, academic discipline, age, and educational level as factors influencing the acceptance and use of technologies like ChatGPT.

The sample is characterized by an average age of 30 years, with particular interest shown by young people aged 19 to 25, corresponding to the university stage in Mexico. This indicates a utilitarian approach to AI, with a significant proportion of respondents engaged in studies or combining study and work. This reflects the importance of AI as an academic and professional support tool, reinforcing the findings of ^{Chao-Rebolledo and Rivera-Navarro (2024)}, and ^{Pérez Salazar (2023)}. Most respondents reside in major urban areas such as Mexico City and the State of Mexico, with educational levels ranging from high school to postgraduate studies. This underscores the interest in and accessibility of technology among individuals with varying educational backgrounds.

The sample’s Internet and social media usage patterns align with national trends, with participants spending between seven and nine hours online daily, as reported by the Internet MX Association (^{Asociación de Internet MX, 2023}). This extensive digital engagement promotes constant exposure to and increasing familiarity with AI applications, especially through recommendation and personalization algorithms on social media platforms. It underscores how AI integration into users’ daily lives has become pervasive, shaping both their interactions and the consumption of digital content.

This analysis reveals a complex landscape in which youth, gender, and educational level play significant roles in how AI is perceived and utilized in Mexico. It indicates a generally positive reception of the technology, driven by a young and diverse demographic group that views AI not only as a tool of convenience but also as an integral element of their education and professional development. Additionally, the prevalence of AI on digital platforms and social networks suggests adaptability and a predisposition to incorporate these technologies into daily life, paving the way for a deeper and more reflective integration of AI into Mexico’s social and cultural fabric.

Discussion

The findings of our study demonstrate a digital environment that predicts increasing reliance on artificial intelligence for productive activities. The results align with reports from the consultancy firm ^{IPSOS (2023)}, indicating that 57 % of Mexican workers believe these technologies will permanently change their way of working, although another 36 % fear being replaced by AI in their jobs (^{Segundo, 2023}). Similarly, trends suggest that institutions will increasingly integrate AI to address specific problems by combining their databases with unique interfaces, as exemplified by the company Renaiss AI (^{Diario El Referente, 2023}). According to a report by the Inter-American Development Bank, Mexico is the Latin American country with the largest number of companies using AI, primarily for task automation (^{Garnero et al., 2023}).

Excessive dependence on AI, such as ChatGPT, could reduce personal skills and critical competencies, ultimately hindering critical thinking and creativity. This may negatively affect holistic skills, such as the critical evaluation of information (^{Chan & Hu, 2023}), and diminish individuals’ professional prospects. As AI becomes an integral tool in workplaces, those who fail to develop independent and adaptive skills may face greater challenges entering a labor market that increasingly demands critical thinking and autonomy (Payen et al., 2020).

In short, the structural normalization of AI appears inevitable at both individual and organizational levels. What remains to be determined is the degree of dependence this technological shift will bring to individuals’ cognitive processes and institutions’ information management. Notably, 86 % of Mexican workers are willing to integrate these tools into their professional lives, according to a ManpowerGroup study (^{Martínez, 2023}). This finding aligns with the responses from our survey: nine out of ten respondents consider AI to be a natural technological step and are willing to maximize its potential (^{Edwards, 2023a}).

However, the structural normalization of generative AI will require the development of frameworks for its integration into education and the workplace. This will involve creating guidelines addressing pedagogical, governance, operational, and management dimensions (^{Zamani et al., 2019}). Efforts should focus on fostering AI literacy by providing resources and workshops to understand its ethical and social implications, prioritizing transparency in AI design, offering explanatory models to clarify decision-making processes, and implementing robust data protection practices to maintain trust in these tools and reduce ethical risks (^{Edwards, 2023b}).

Conclusion

In summary, this study on the use and appropriation of artificial intelligence tools in Mexico revealed that the primary users are young individuals, highly connected to the Internet and social media, who utilize AI primarily to enhance workplace and academic productivity, as well as to generate innovative ideas. Among this group, an average of three and a half hours per week was saved on tasks, considering both the time saved and the time invested in correcting AI-generated outputs. AI tools are most frequently used for text or image creation, while video and audio production with AI has not yet achieved the same level of popularity.

While the study analyzed data predominantly obtained from a specific group of users -namely, university students and workers in urban centers- this initial profile provides a useful starting point for understanding the macro-social implications of using and appropriating these new technologies among those who use them intensively and frequently.

That said, further inquiries are needed to determine whether these new tools are, in fact, extending to other population groups, as well as their motivations and ethical considerations regarding their use. For now, while this study contains an implicit bias due to the collected data, which may limit its ability to make representative statements for the broader Mexican population, it constitutes a first step in communication studies focused on these new and significant technologies.

AI is becoming an essential resource for improving efficiency in academic and work-related tasks, facilitating access to new ideas, and serving as a tool for inspiration. While it allows for significant time and resource optimization, it also risks fostering dependence and becoming a creative crutch that could weaken critical thinking and independent creativity in the long term.

From an ethical standpoint, it is concerning that more than half of the users who participated in this study did not inform their superiors about the use of AI in their work or studies, and nearly half were unaware of the existence of organizational regulations on this matter. However, most participants stated that they plan to continue using AI in the next five years, anticipating a significant societal shift in the production of knowledge and related services. This underscores the lack of institutional policies regulating AI use and the need for ethical frameworks to define guidelines for responsible and transparent usage, particularly regarding privacy, academic integrity, and professional honesty.

This quantitative analysis highlights the need for additional qualitative studies to better understand the impacts and trends. It is evident that the growing use of AI is altering cognitive patterns in the digital environment, extending into material reality. This phenomenon cannot be ignored due to its profound impact on various areas of users’ lives and on society as a whole, marking a paradigm shift as AI becomes increasingly integrated into the daily lives of Mexicans.