Mapping the Parasocial AI Market: User Trends, Engagement and Risks

A scan of 110 AI companion platforms reveals a rapidly growing global market for emotionally engaging, personalized AI interactions. While parasocial use of general-purpose AI (GPAI) tools currently dominates, a growing number of platforms are designed specifically for care, transactional, or mating companionship. In the UK alone, these platforms receive between 46 million and 91 million monthly visits (1.1-2.2 billion globally), with users spending an average of 3.5 minutes per session. For context, Instagram averaged 67.3 million UK visits per month between January and March 2025. Notably, mating-oriented AI companions make up 44% of UK visits (higher than the global average of 30%) but see lower session times and return rates than mixed-use platforms. As mating-oriented romantic AI offerings improve, increased engagement may follow, raising urgent concerns about online safety, particularly for children, given weak age safeguards. Meanwhile, GPAI tools are moving toward more emotionally intelligent, personalized interactions, making parasocial AI use increasingly mainstream. These trends highlight the need for the UK AI Security Institute (AISI) to monitor this sector and assess whether existing regulation sufficiently addresses emerging societal risks.