AI-led astrology sees growing adoption across India, study finds

North India has emerged as the leading region for AI-led astrology usage, contributing 34.66% of total engagement on the iMeUsWe platform, according to a recent pilot user behaviour study. The findings underline how technology is reshaping access to traditional guidance systems across India.

While North India leads in adoption, participation remains widespread. Southern India accounts for 18.14% of usage, followed by Eastern India at 17.48% and Western India at 15.97%. This shows that AI-driven astrology is steadily gaining popularity across regions, rather than being limited to a specific geography.

The study also points to a shift in how users seek guidance. Nearly 30% of astrology consultations are now conducted through an AI chatbot, indicating growing comfort with digital tools. However, user intent remains largely traditional. Around 70% of consultations focus on relationships and marriage, while career and financial concerns make up about 20%.

User behaviour reveals clear patterns in engagement. Activity peaks between 1 PM and 3 PM, suggesting practical, decision-based use, while another surge between 9 PM and 11 PM reflects more personal and emotional interactions. Women account for nearly 70% of users, highlighting a preference for privacy and ease of access.

Arvind Subbarao, Co-founder and CEO, said, “These insights highlight how deeply embedded cultural behaviours are adapting to new forms of access. While regions like North India are leading adoption, what is equally significant is the widespread participation across the country, indicating that AI is making traditional guidance systems more accessible to a broader audience.” The findings reflect a growing role of AI in digital wellness.