A GMO NIKKO survey found that generative AI is becoming increasingly common as the first source of information when people consider products or services. Approximately 1 in 3 respondents chose generative AI as their initial information source, and a high proportion had purchased or used products they had researched with AI.
GMO NIKKO surveyed 1,667 men and women aged 15–59 nationwide on “Search and Purchasing Behavior in the Generative AI Era.” Focusing on respondents who were aware of or had used Google’s AI Overviews, the survey revealed how generative AI is serving as an entry point beyond traditional search.
Approximately 1 in 3 respondents chose generative AI as their first resource for gathering information when considering products or services. The results also showed that many people discover new brands and products through generative AI and go on to consider purchasing or using them.
Many people who use generative AI first have experience completing their information gathering using AI alone, and more than 70% trust AI responses. A total of 81.0% had experience actually purchasing or using products or services they had researched with generative AI.
By category, household appliances, PCs and smartphones, food and beverages, restaurants and cafés, and travel and accommodation were frequently cited, reaffirming that generative AI functions as an “entry point for product discovery.”