In India, love and relationships drive 70 per cent of AI astrology consultations: Report

Image for representational purpose only. Photo Courtesy: File pic

Many Indians are gravitating to AI astrology to know more about their love life and relationships, according to a new study.

It further reveals that among the many different parts of the country, north India has emerged as the largest contributor to AI-led astrology usage in India, accounting for 34.66 per cent of total engagement on the platform iMeUsWe, a technology company that has released the study.

The study highlights that while north India leads adoption, participation remains widely distributed across the country. South India contributes 18.14 per cent of usage, followed by eastern India at 17.48 per cent and western India at 15.97 per cent, indicating that AI-led astrology is not confined to a single region but is seeing steady uptake nationwide.

This regional momentum aligns with a broader shift in user behaviour, with nearly 30 per cent of all astrology consultations on the platform now conducted through the AI astrologer chatbot, reflecting growing comfort with AI-powered guidance.

User intent continues to reflect traditional patterns. Nearly 70 per cent of AI-led consultations are driven by relationship and marriage-related queries, making emotional clarity the dominant use case, while career and financial concerns account for approximately 20 per cent of interactions. This suggests that while the medium of engagement is evolving, the underlying need for guidance during key life decisions remains consistent.

Usage behaviour further reveals distinct patterns in how users interact with AI astrology. Engagement peaks during the afternoon hours between 1 PM and 3 PM, suggesting decision-driven usage, while a second surge between 9 pm and 11 pm points to more emotionally driven interactions, where users seek reassurance and reflection in private moments.

The study also indicates a strong gender skew, with women accounting for nearly 70 per cent of AI astrology users, pointing to higher adoption among users who value discretion, accessibility, and the ability to engage openly on personal matters.

In addition to frequency of use, the nature of engagement is evolving, with users increasingly engaging in multi-message, exploratory conversations, suggesting deeper interaction and early signs of trust in AI-led guidance. This reflects a shift from transactional usage toward more conversational and reflective engagement.

"These insights highlight how deeply embedded cultural behaviours are adapting to new forms of access," said Arvind Subbarao, co-founder and CEO of the platform. "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," he adds.

The findings point to a larger trend where AI-led astrology is becoming part of a wider digital wellness ecosystem. As users increasingly seek on-demand, discreet, and emotionally safe avenues for guidance, AI is enabling a new form of access to traditional knowledge systems across geographies.