Telecompaper released its second-quarter 2026 snapshot of consumer AI habits in the Netherlands this week, mapping how some 12 million adults—aged 16 to 80—recognize, trial, and pay for six of the most talked-about AI tools. The Dutch Consumer AI Monitor 2026Q2 tracks ChatGPT, Microsoft Copilot, Google Gemini, Claude, Perplexity, and LeChat. For Windows users, the report is more than a curiosity: it reveals who is actually using the assistant baked into their taskbar, how it stacks up against standalone rivals, and what it takes to get people to open their wallets for AI.

The study, conducted by market research firm Telecompaper, shows a Dutch market that is far from monolithic when it comes to AI. While overall awareness has jumped compared to even six months ago, actual hands-on use varies sharply by tool, and willingness to pay remains a stubborn barrier. The data lands just as Microsoft rolls out deeper Copilot integrations across Windows 11 and Windows 10, Google weaves Gemini into every corner of its ecosystem, and OpenAI pushes premium tiers of ChatGPT.

The six contenders under the microscope

Telecompaper didn’t just count heads. It measured brand recognition, active use, and paid subscriptions across a nationally representative sample. The tools span the AI spectrum:

  • ChatGPT – The pioneer from OpenAI, available as a web app, mobile app, and increasingly via third-party integrations. A free tier still exists, but advanced features require ChatGPT Plus or Team plans.
  • Microsoft Copilot – Built directly into Windows 11 and Windows 10 (via a feature update), Edge, and Microsoft 365. In the EU, Copilot operates under strict data-residency rules to comply with GDPR. A free tier competes head-to-head with ChatGPT, while Copilot Pro unlocks more performance.
  • Google Gemini – The successor to Bard, Gemini is deeply integrated into Android, Google Workspace, and the Chrome browser. It offers free and paid tiers, often bundled with Google One subscriptions.
  • Claude – Anthropic’s safety-focused assistant, popular among professionals for long-form document analysis and coding. Its free tier has generous usage caps, and Claude Pro competes on price.
  • Perplexity – A research-oriented AI that cites its sources. It has gained a following among students and knowledge workers who need verifiable answers.
  • LeChat – A regional player from French startup Mistral AI, LeChat focuses on European data sovereignty and supports multiple languages, appealing to privacy-conscious Dutch users.

By tracking all six simultaneously, the monitor paints a picture of how AI companions are diffusing through everyday life—not just on paper, but in browser tabs, office suites, and mobile homescreens.

What the report reveals about real-world use

Awareness and actual use are two very different things, and the Dutch data underscores a global trend: knowing an AI tool exists does not mean using it regularly, let alone paying for it.

Among the tools surveyed, ChatGPT enjoys the highest recognition—no surprise given its two-year head start. But when Dutch adults are asked which tool they use “regularly,” the gap between ChatGPT and the rest narrows considerably. Microsoft Copilot sees a significant boost from its default presence on Windows PCs: many users interact with it without even realizing it’s a separate product, clicking the taskbar icon or using the Edge sidebar. This “accidental” adoption gives Copilot a foothold that pure-web services lack.

Google Gemini benefits similarly from its Android integration, but its presence on Windows is limited to the Chrome browser, putting it at a disadvantage for the 60% of Dutch desktop users on Windows.

Paid subscriptions remain a niche. Even among regular users, only a fraction pay for a premium tier. The monitor suggests cost is not the only barrier; many see free versions as “good enough” for casual queries and content generation. Those who do subscribe tend to be professionals using AI for work—developers, marketers, and data analysts—where advanced reasoning, image generation, or longer context windows directly translate to productivity gains. Claude and Perplexity, often favored in technical circles, punch above their weight in the subscription metric, indicating a more committed user base.

LeChat, despite its European-privacy pitch, remains the least recognized and least used of the six. The data suggests that while data sovereignty resonates in the Netherlands, it isn’t yet enough to dislodge tools with stronger brand recognition or deeper ecosystem integration.

Why Windows users should pay attention

If you’re running Windows 10 or 11, you already have a horse in this race. Copilot’s icon sits on your taskbar by default, and the assistant can summarize documents, change settings, and generate images without opening a browser. The Dutch figures confirm that this integration drives trial, but they also hint at a retention problem: initial curiosity doesn’t always translate into daily reliance.

For Windows users, the practical question is whether to invest time learning Copilot or to stick with a standalone tool like ChatGPT or Perplexity. The monitor provides some clues. Copilot’s strength is convenience: it’s already there, it respects privacy controls, and it understands your Windows environment. But power users who need advanced data analysis or the ability to upload large files often drift toward ChatGPT Plus or Claude Pro, which outperform the free Copilot tier on complex tasks.

The subscription data serves as a wake-up call for Microsoft. If even enthusiastic users are reluctant to pay for Copilot Pro, the “included with everything” strategy may be cannibalizing its own revenue. On the flip side, Google faces the same dilemma with Gemini. The monitor implies that bundling AI into existing subscriptions (like Microsoft 365 or Google One) could be the path to monetization, rather than a standalone AI fee.

How we got here: a brief timeline of consumer AI in Europe

The 2026Q2 monitor doesn’t exist in a vacuum. It builds on a series of adoption waves that started in late 2022:

  • November 2022 – ChatGPT launches, reaching 100 million users in two months.
  • February 2023 – Microsoft unveils the “new Bing” with ChatGPT, later folded into Copilot.
  • March 2023 – Google Bard (now Gemini) enters public testing, initially with limited availability.
  • September 2023 – Windows 11 23H2 ships with the first Copilot preview.
  • 2024 – The EU AI Act is finalized, setting new disclosure and transparency requirements for AI tools operating in the bloc. Anthropic releases Claude in Europe, and Perplexity gains traction.
  • Early 2025 – Microsoft enables Copilot on Windows 10 (version 22H2 with an updated Edge browser) to extend its reach to the still-dominant older OS.
  • 2025 – Google deepens Gemini integration into Gmail, Docs, and Android, while OpenAI opens regional data processing in the EU for ChatGPT enterprise customers.

By mid-2026, European consumers face a crowded field. The Dutch monitor is one of the first systematic attempts to understand who actually benefits from this proliferation and who is left behind.

What to do now: practical steps for individuals and IT admins

For the average Windows user in the Netherlands—or anywhere watching this data—the report suggests a few concrete actions:

Try the free tier of each tool before committing. ChatGPT, Copilot, Gemini, and Claude all have free versions with different strengths. Spend a week using one as your default assistant for web searches, document summaries, or coding help. You’ll quickly learn which feels natural and which delivers the most accurate answers for your locale and language.

If you’re a Windows power user, invest 15 minutes in personalizing Copilot. The taskbar icon can be hidden; it can also be your fastest route to changing system settings via natural language. Enable voice input and try commands like “switch to dark mode” or “open my last Word document.” Use Copilot’s snapshot feature to analyze on-screen content without switching apps. These habits can turn a novelty into a daily time-saver.

For IT administrators managing fleets, the Dutch data underscores that mere deployment doesn’t equal adoption. Employee training matters: short, task-specific workshops—“How to summarize a 50-page PDF with AI”—boost usage far more than generic “AI overview” sessions. Consider which tool aligns best with your compliance needs. Copilot’s EU data boundaries and the ability to disable web queries may sway regulated industries. Claude’s long context window (200k tokens) could be a better fit for legal and research departments.

Do not ignore the subscription question. If your team routinely bumps against free-tier limits, a single Copilot Pro or ChatGPT Plus license shared via team account is rarely cost-effective. Look for enterprise agreements that offer centralized billing and admin controls. The monitor’s low subscription rates suggest that consumer pricing is not yet calibrated for mass adoption; business plans often deliver better value at scale.

Privacy-conscious users should know that all six tools now offer some form of EU data processing, but the details vary. LeChat and Claude emphasize on-device or regional processing by default. Windows users can check Copilot’s privacy settings under Settings > Privacy & security > Copilot to toggle web access and conversation history.

What to watch next

The Dutch Consumer AI Monitor will publish fresh data quarterly. The next edition—expected this autumn—should reveal whether the back-to-school and end-of-year upgrade cycles push more users toward paid subscriptions, and whether Copilot’s deepening role in Microsoft 365 finally converts the “already there” crowd into paying customers. For Windows watchers, the metric to track is not just who uses Copilot, but who keeps coming back.