According to Gizmodo, a Morning Consult study reveals AI companies are exploding in popularity specifically among workers making over $100,000 annually. The research shows Gemini’s brand awareness jumped from 62% to 78% among high-income consumers between the first and third quarters of 2025, making it one of the fastest-growing AI chatbots. ChatGPT dominates this demographic with nearly 10 points higher consideration share than its closest competitor, while OpenAI, Gemini, and Microsoft Copilot all rank as top fast-growing brands. Meanwhile, people earning $50,000-$99,000 prefer DoorDash and MTV, and those under $50,000 are embracing Discount Tire and Great Value French Fried Potato Chips. The data clearly shows a stark income divide in who’s most enthusiastic about AI tools.
The AI Class Divide Is Real
Here’s the thing that makes perfect sense but still stings: AI is largely designed to replace clerical work while making managers more efficient. So of course the people whose jobs get easier are the biggest fans. The workers who might actually get displaced? They’re more concerned with affordable snacks and food delivery. It’s a pretty brutal illustration of who benefits from technological disruption versus who bears the costs.
Morning Consult’s Bobby Blanchard called the growth “explosive” for high-income consumers this year. And when you look at the full study data, the pattern is unmistakable. Wealthier professionals are treating AI tools like essential productivity enhancers, while everyone else is focused on convenience and value brands. Basically, if you’re worried about where your next meal is coming from, you’re probably not spending time optimizing your ChatGPT prompts.
ChatGPT’s Unshakable Lead
What’s really striking is how far ahead ChatGPT remains despite all the competition. According to the Axios coverage, it’s the “clear front-runner in most categories” among high-income users. That brand recognition is incredibly valuable – when people think “AI chatbot,” they still think ChatGPT first. Google’s Gemini might be growing fast, but it’s playing catch-up in a race where the winner already has massive mindshare.
And honestly, can you blame them? ChatGPT got there first and set the standard. Now every other company is trying to replicate that magic, but the first-mover advantage in tech is notoriously difficult to overcome. It’s like trying to dethrone Google in search or Facebook in social networking – possible, but incredibly challenging.
Where This Is Headed
So what does this mean for the future? Well, if current trends continue, we’re likely to see an even wider gap in how different income groups use and benefit from AI. High-earners will become increasingly productive with their AI assistants, potentially widening income inequality. Meanwhile, the tools that could actually help lower-income workers might not get the same level of investment or attention.
The real question is whether AI will eventually become more democratized or if it’ll remain a productivity tool for the professional class. I’m skeptical we’ll see Great Value-branded AI assistants anytime soon, but stranger things have happened. For now, the pattern is clear: if you’re making six figures, you’re probably loving what AI can do for your workflow. If you’re not? Well, at least there are cheap potato chips.
