（※1）GMO NIKKO is a consolidated company of GMO Internet, Inc.

【Survey Summary】

① Approximately 1 in 3 of all respondents (n=1,667) chose generative AI as their first means of gathering information when considering products and services.
② 75.3% of those who refer to AI when gathering information on products and services (n=1,039) have had the experience of discovering previously unknown products, brands, etc. through AI and considering purchasing or using them.
③ 87.5% of those who use generative AI first (n=521) have had the experience of “completing their information gathering with AI alone.” 81.0% have actually purchased or used products or services they researched with generative AI.
④ 70.3% of all respondents (n=1,667) said they “trust” the responses of generative AI.

【Survey Overview】

・Survey Theme : Understanding the actual state of consumers’ search and purchasing behavior in the era of generative AI
・Survey Period : Friday, May 29, 2026 to Tuesday, June 9, 2026
・Conducted By : GMO NIKKO, Inc.
・Survey Area : Japan
・Survey Subjects : Men and women aged 15 to 59 across Japan who are aware of and use Google’s “AI Overviews” (771 men and 896 women; for respondent demographics, please refer to the reference information below)
・Valid Responses: n=1,667
・Survey Method : Online survey

【Detailed Survey Results】

■Approximately 1 in 3 Use “Generative AI” First When Gathering Information, Also Discovering New Products and Brands
　When all respondents (n=1,667) were asked, “What tools or means do you choose first when considering products and services? (multiple answers allowed),” Google Search ranked first (79.5%), while generative AI came in at 31.3%, making it a leading option on par with social media (35.1%) and e-commerce sites (31.5%). [Figure 1]
　Furthermore, when those who said they first choose generative AI when considering products and services (n=521) were asked why, “To summarize information in a short time” (55.9%) was the most common response, followed by “To learn about a wide range of options” (50.5%) and “To compare features and performance” (44.9%). [Figure 2]
　In addition, those who refer to AI information when searching for information on products and services (n=1,039)^（※2）were asked whether they have ever learned about previously unknown brands, products, services, stores, etc. through AI responses and considered purchasing or using them. A total of 75.3% answered that they have had such an experience, combining “Often” (14.2%) and “Sometimes” (61.1%). These results show that generative AI plays a role not only in the “comparison and evaluation” of information, but also in helping people “discover” new products and brands and prompting them to “purchase or use” them.

（※2）Unique respondents, excluding duplicates, who said they search for information on products and services using generative AI tools (such as ChatGPT), or who said they refer to AI Overviews information when gathering information on products and services.

■Using Generative AI as the First Step in Considering Products and Services Across Various Categories
　Those who said they first choose generative AI when considering products and services (n=521) were asked in which categories they often gather information with generative AI first (multiple answers allowed). “Home appliances, computers, and smartphones” (46.4%) was the most common response, followed by “Food and beverages” (39.9%), “Restaurants and cafés” (34.4%), “Travel and accommodation” (34.0%), and others. [Figure 3]

■87.5% of Those Who Use Generative AI First Have Completed Their Information Gathering with AI Alone
　Those who said they first choose generative AI when considering products and services (n=521) were asked, “Have you ever completed your research simply by using a generative AI tool (without using a search engine)?” A total of 87.5% answered that they have completed their information gathering with generative AI alone, combining “Often” (28.4%) and “Sometimes” (59.1%). The most common reason (multiple answers allowed) was “The information presented by AI was sufficient” (70.8%). [Figure 4]

■81.0% of Those Who Use Generative AI First Have Actually Purchased or Used Products and Services Researched with AI
　81.0% answered “Yes” when asked whether they have “actually purchased or used products or services researched with generative AI,” revealing that information gathering through generative AI is also leading to the purchase and use of products and services.

■70.3% “Trust” Generative AI Responses
　When all respondents (n=1,667) were asked, “How much do you trust the responses of generative AI?”, 70.3% said they trust them, combining “Trust very much” (10.1%) and “Trust somewhat” (60.2%), indicating a high level of trust in generative AI.

【Survey Comment】Hiroyuki Kozu, Editorial Department, “GMO AI Search Lab”

　The most noteworthy finding of this survey is that generative AI is becoming a new “entry point” for product searches. About 30% of respondents choose AI as one of their first search methods when considering products and services. The behavioral pattern of “asking AI first” is spreading.
　The motivation for choosing AI as one of the first means of gathering information is not only the efficiency of “summarizing in a short time” (55.9%). As shown by the result that “To learn about a wide range of options” (50.5%) exceeds “To compare features and performance” (44.9%), generative AI functions not only as a tool for “comparison and evaluation” but also as a “place to encounter products and brands one did not know.” AI is becoming the entry point to purchasing and is beginning to play the role of “product discovery.”
　Another result that cannot be overlooked is that 87.5% of “those who said they first choose generative AI tools when considering products and services” have experienced completing their information gathering with AI alone. This means that it is not unlikely that the conventional flow of “searching on search engines or social media → purchase” will be replaced by a flow of “AI → direct purchase consideration.”
　For companies, it is becoming increasingly important to create an environment in which their products and services are accurately understood and cited by generative AI and discovered by consumers.

【Reference Information: Respondent Demographics】

【Provision of Survey Results】

　We also have survey results and detailed data beyond the items above. Members of the press who wish to receive them are welcome to contact GMO NIKKO, Inc. (E-mail: [email protected]). Please note that these will be provided to members of the press only.

【About GMO NIKKO】（URL：https://www.koukoku.jp/）

　With the advent of generative AI, we have entered an era in which the very premises of search, shopping, and work are being fundamentally rewritten. At the forefront of this change, GMO NIKKO is evolving from an “advertising agency” into an “AI marketing support company.” Since the emergence of generative AI, we have been quick to research how “information is accessed through AI,” including AI search, and have refined that research into cutting-edge solutions and consulting. Even in an era in which intelligence evolves toward AGI (Artificial General Intelligence) and ASI (Artificial Superintelligence), we will work together with our customers to build a future in which their businesses are chosen by AI and AI agents and continue to grow.
　On October 1, 2026, GMO Internet, Inc. (TSE Prime Market: 4784) welcomed GMO Commerce, Inc. (TSE Growth Market: 410A) as a new member of the group, with the aim of reorganizing and integrating its marketing business. Accordingly, GMO NIKKO, as a consolidated company of GMO Commerce, will advance its business under the new marketing business structure.

■GMO Internet and GMO Commerce Reorganize and Integrate Marketing Business
https://internet.gmo/news/article/234/