ChatGPT Most Used in Italy; Gemini Leads on Mobile

ChatGPT is the most-used AI application by Italians, with 9.625 million users in July 2026, but Google's Gemini grew quickly and now has 9.4 million, becoming the leader on mobile, according to the analysis by Vincenzo Cosenza's AI Observatory using Audicom data and ANSA reporting.

Summary of key data — ChatGPT, Gemini and competitors

• ChatGPT (OpenAI) is the AI application with the largest audience in Italy: 9.625 million users in July 2026.
• Gemini (Google) reached 9.4 million users in the same month and is first for access via mobile devices.
• Claude (Anthropic) and Perplexity also registered audience growth during the period, according to Cosenza's analysis with Audicom data. ANSA published the main findings of the study, which underpinned this report.

Audience evolution (July 2024 → July 2026)

The analysis shows distinct trajectories among the main AI products:

• ChatGPT:

  • July/2024: 3.1 million
  • July/2026: 9.625 million
  • growth concentrated between 2024 and 2025 (+5.9 million) with a more moderate increase between 2025 and 2026 (+617 thousand).

• Gemini:

• July/2024: 858 thousand
• July/2026: 9.4 million
• rapid growth: +2.9 million in the first year (2024→2025) and +5.6 million in the second (2025→2026), reflecting quick adoption, especially on mobile.

These numbers illustrate a meaningful shift in the Italian AI assistant and applications market: while ChatGPT has expanded its user base steadily since 2024, Gemini scaled quickly and narrowed the gap, particularly in the mobile segment.

Methodology and coverage — Audicom and Vincenzo Cosenza

The investigation was conducted by the AI Observatory led by Vincenzo Cosenza, based on Audicom audience data. Key methodological aspects:

• Population considered: people aged between 18 and 74 residing in Italy.
• Channels measured: access via computer and via mobile devices (smartphones/tablets).
• Reference period: July 2026, with comparisons to July 2024 and July 2025 to observe annual evolution.
• Primary metric: number of unique users who accessed each service in the reference month.

ANSA released a summary of these results, citing Cosenza’s work and Audicom data. The public release does not detail all sampling methodologies or margins of error; for full technical information, the Observatory and Audicom are the primary sources indicated.

Trends and expert interpretation — from enthusiasm to competition

According to Vincenzo Cosenza, the data point to a transition in the Italian AI market:

• There is a move from pioneer enthusiasm to a phase of competitive maturity, in which several providers can expand audiences significantly.
• Gemini’s explosive growth over the last year reflects both integration efforts with the Google ecosystem and strong mobile penetration.
• Cosenza notes that the situation remains dynamic: the diffusion of personal AI agents and new integrations into apps and everyday services could quickly alter market positions in the coming months.

The specialist’s interpretation emphasizes that audience size does not automatically equal exclusive preference: factors such as integration with services, privacy policies, costs, and Italian-language support influence adoption. Industry observers also highlight that competition can spur innovation and rapid shifts in usage habits.

Impacts for the public and broader context

For users and professionals in Italy, the consolidation of multiple players with high audiences means greater diversity of AI options, with potential effects on:

• Availability of Italian-language resources and features.
• Integration of assistants into local services and popular apps.
• Regulatory and privacy pressures, which tend to grow as usage expands.

Readers interested in following developments on technology and society in Italy can check other portal sections in Notícias da Itália and articles dealing with daily life and work in Vida na Itália. For those involved in migration flows or processes related to Italian ancestry, general citizenship information is available at Cidadania Italiana.

Conclusion The Vincenzo Cosenza Observatory study with Audicom data shows a rapidly transforming Italian AI market: ChatGPT remains the most-used service in July 2026, but Gemini grew rapidly and now leads on mobile, while Claude and Perplexity are also advancing. The landscape remains volatile and subject to change with the arrival of new agents and integrations.

Source: ANSA