Comscore Releases 2025 AI Intelligence Report: Establishing New Benchmarks for Generative AI Adoption and Influence
Rhea-AI Summary
Comscore (NASDAQ: SCOR) released its 2025 AI Intelligence Report on Dec 8, 2025, presenting third-party measurements of generative AI adoption, engagement, and influence.
Key findings include AI assistant reach of 36% desktop and 24% mobile, >30% of desktop Google searches showing an AI Overview (up from 23% in Apr 2025), 63% of hotel bookers visited an AI platform before booking, and AI-related social content drove > 64 million engagements in 2025. The report combines Comscore’s person-based panel and privacy-compliant behavioral data to benchmark GenAI usage across assistants, design, audio, education, and more.
Positive
- Assistant reach: 36% desktop users, 24% mobile users in 2025
- AI in search: >30% of desktop Google searches surface an AI Overview (from 23% in Apr 2025)
- Purchase influence: 63% of hotel bookers visited an AI platform before booking
- Social engagement: AI-related content drove over 64 million engagements in 2025
Negative
- None.
News Market Reaction
On the day this news was published, SCOR gained 0.15%, reflecting a mild positive market reaction.
Data tracked by StockTitan Argus on the day of publication.
Key Figures
Market Reality Check
Peers on Argus
SCOR was down 5.23% with light volume while peers showed mixed moves: SJ down 1.74%, PODC down 3.14%, but GIFT and VBIX up 2.75% and 2.72%, and BODI up 8.16%. Momentum scans only flagged VBIX moving down, suggesting SCOR’s weakness was more stock-specific than sector-driven.
Historical Context
| Date | Event | Sentiment | Move | Catalyst |
|---|---|---|---|---|
| Nov 05 | Partnership expansion | Positive | -8.8% | Polaris I/O integration to automate audience insights for media sales teams. |
| Nov 04 | Quarterly earnings | Neutral | -2.0% | Q3 2025 results with flat revenue guidance and modest profitability. |
| Oct 29 | Industry report | Positive | +0.4% | State of Streaming report showing strong ad‑supported and FAST growth. |
| Oct 21 | Earnings call notice | Neutral | +1.5% | Announcement of Q3 2025 earnings release and investor conference call. |
| Oct 08 | Strategic partnership | Positive | -0.5% | TiVo metadata integration to improve cross‑platform audience measurement. |
Recent fundamentally and strategically positive updates, including partnerships and data reports, have often been followed by flat to negative next-day price moves, suggesting a pattern of muted or contrary reactions to constructive news.
Over the past few months, Comscore has focused on partnerships and measurement leadership. The TiVo and Polaris I/O deals aimed to strengthen cross‑platform and sales automation capabilities, while the 2025 State of Streaming report highlighted FAST and ad‑supported streaming growth. Q3 2025 results showed $88.9M revenue and a return to positive net income. Today’s AI Intelligence Report continues the theme of leveraging first‑party data to quantify emerging digital behaviors.
Market Pulse Summary
This announcement reinforces Comscore’s positioning as a third‑party source for AI adoption metrics, detailing how assistants and AI‑enhanced tools influence search and purchase behavior. In context with earlier AI datasets and partnerships, it extends the company’s role in quantifying emerging digital usage. Investors may watch how these insights translate into revenue trends, the outcome of the recapitalization proposals, and any further shifts in insider activity.
Key Terms
generative ai technical
ai assistants technical
first-party consumer data technical
behavioral data technical
AI-generated analysis. Not financial advice.
New Comscore analysis measures and analyzes AI usage, surfacing how the adoption of AI is changing the ways that consumers search, discover, and purchase
RESTON, Va., Dec. 08, 2025 (GLOBE NEWSWIRE) -- Comscore (NASDAQ: SCOR), a global leader in measuring and analyzing consumer behaviors, today released its 2025 AI Intelligence Report, delivering a comprehensive view of generative AI adoption, engagement, and influence through an independent, third-party provider. The report aims to help brands and media leaders navigate this moment of accelerated change and reveals how AI platforms such as ChatGPT, Copilot, and Gemini are fundamentally reshaping all aspects of the consumer journey.
The Comscore AI Intelligence Report provides both a high-level market view and deep segment analysis across AI tool categories, including AI Assistants, design, audio, education, and more. Comscore’s analysis includes both fully AI-powered platforms and tools that incorporate AI features, offering deep visibility into how generative AI is being adopted, used, and integrated into daily life. Backed by Comscore’s first-party consumer data assets, this report stands as one of the most comprehensive measurements of the GenAI ecosystem available today to empower businesses to change how they reach and interact with consumers as the opportunities unlocked by AI evolve.
“AI is rapidly transforming how people research, decide, and buy, and it is reshaping how advertisers and enterprises operate in parallel,” said Steve Bagdasarian, Chief Commercial Officer at Comscore. “As consumers and businesses move toward an agentic future, the critical question is not whether AI will be used, but how it is being used day to day by consumers to discover new brands and make purchase decisions. Comscore’s independent, third-party validation gives platforms, brands, and advertisers the real signals they need to build better products, measure impact, and understand what adoption truly looks like at scale.”
Highlights from the Report:
- Widespread Assistant Usage: AI assistant tools reached
36% of desktop users and24% of mobile users in 2025, driven by tools like ChatGPT, Gemini, and Copilot. - AI in Search Is Surging: Over
30% of desktop searches on Google now surface an AI Overview, up from just23% in April 2025. - AI Shapes Purchase Decisions: Nearly
63% of hotel bookers visited an AI platform before booking,7% doing so within minutes of completing their transaction, indicating AI’s rising role at the point of decision. - Multi-Device Growth: ChatGPT leads the AI assistant category with strong mobile and desktop engagement, illustrating how users integrate AI into multiple touchpoints.
- Demographic Expansion: AI usage grew across all age brackets, with the 25–34 segment showing the highest volume increase.
- Social Buzz Reaches New Highs: AI-related social media content drove over 64 million engagements in 2025, nearly doubling from 2024
Why Comscore’s Data Stands Apart:
Comscore’s insights are built on a person-based panel representing entities across desktop and mobile. With a proprietary methodology and category-level visibility using opt-in, privacy-compliant behavioral data and an industry-leading classification, Comscore offers trusted, third-party measurement, essential for brands and platforms looking to turn AI disruption into opportunity.
To download the report visit: https://comscore.com/AI-Intelligence-Report
About Comscore:
Comscore is a global, trusted partner for planning, transacting and evaluating media across platforms. With an unmatched data footprint that combines digital, linear TV, over-the-top and theatrical viewership intelligence with advanced audience insights, Comscore empowers media buyers and sellers to quantify their multiscreen behavior and make meaningful business decisions with confidence. A proven leader in measuring digital and TV audiences and advertising at scale, Comscore is the industry's emerging third-party source for reliable and comprehensive cross-platform measurement. To learn more about Comscore, please visit comscore.com
Media
Marie Scoutas
Comscore, Inc.
press@comscore.com
FAQ
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