Survey on the Reality of the AICAS Model (2026) | 65.8% of AI Information Users Trigger Actual Purchase Behavior.

<About the AICAS Model>

The AICAS model is a new consumer purchasing behavior model for the generative AI era, proposed by Nikkei Cross Trend in April 2026. Its most distinctive feature is the replacement of "Search" in the internet era's dominant "AISAS (Attention→Interest→Search→Action→Share)" with "Ask" and "Confirm" to AI. It systematizes the flow where consumers first pose conditions or concerns to AI (Ask), become interested in the suggested products (Interest), verify them on official websites or through reviews (Confirm), and then proceed to purchase (Action) once convinced. This model indicates a growing behavior of entrusting AI with narrowing down choices rather than searching and selecting oneself amidst an abundance of information.

Reference: https://www.nikkeibp.co.jp/atcl/newsrelease/corp/20260415/

Survey Findings (Key Summary)

◆ Among those who used AI for information gathering, 65.8% responded that it "often leads to actual purchases/usage" (14.3%) or "sometimes leads to actual purchases/usage" (51.5%).

AI's suggestions are found to directly prompt purchasing behavior.

◆ Comparing the reliability of AI and advertisements, 32.4% found AI recommendations more trustworthy (significantly + somewhat), which is 14.4 points higher than those who found company advertisements more trustworthy (significantly + somewhat) (18.0%).

◆ 69.4% confirmed the citation links displayed in AI's responses.

It was confirmed that the behavior of verifying on official pages or through reviews, using AI as an entry point, is mainstream.

◆ Future AI usage intention is 86.9%.

Among those in their 20s, "want to actively use it" was a prominent 37.5%. A trend was observed where younger demographics are increasingly utilizing AI.

◆ Of those who use AI to find new business partners, 76.1% have placed orders with partners recommended by AI.

【Survey Overview】

Survey Method: Web survey conducted using the questionnaire system operated by NeoMarketing Inc.

Target Audience: Men and women aged 20-69 nationwide (who have gathered information on products/services using AI within the past month).

Valid Responses: 1,000 individuals

Survey Dates: June 15, 2026 (Mon) - June 17, 2026 (Wed)

Survey Organization: NeoMarketing Inc. (Listed on TSE Standard)

Products/Services Researched with AI: Travel, Health, and Gourmet were top categories.

Categories of Products/Services Researched/Purchased Using AI (Top 6 categories excluding "Other")

※Respondents: All (n=1,000)

Researched using AI

Purchased/Used based on AI information

Travel/Accommodation

28.6%

17.5%

Health, Medical, Beauty Services

27.8%

13.8%

Gourmet/Restaurants

26.7%

15.6%

Food & Beverages

26.4%

15.5%

Home Appliances, PCs, Smartphones

26.3%

14.5%

Daily Goods, Cosmetics

24.8%

14.8%

The most common category for researching products and services using AI was "Travel/Accommodation" (28.6%), followed by "Health, Medical, Beauty Services" (27.8%), "Gourmet/Restaurants" (26.7%), "Food & Beverages" (26.4%), "Home Appliances, PCs, Smartphones" (26.3%), and "Daily Goods, Cosmetics" (24.8%). The same six categories also ranked high in terms of actual purchases/usage, confirming that AI utilization is particularly advanced in these areas.

AI Usage Reality: 65.8% Experience Impact on Purchasing Behavior

To what extent does using AI lead to actual purchases/usage (in order of response rate)

※Respondents: All (n=1,000)

Often

14.3%

Sometimes

51.5%

Rarely

27.4%

Never

6.8%

When researching product/service information using AI, 14.3% of respondents answered that it "often leads to actual purchases/usage," and 51.5% answered that it "sometimes leads to actual purchases/usage." A combined 65.8% have experienced purchasing behavior initiated by AI information, indicating that AI functions not just as an information search tool but as a tool directly linked to purchasing decisions.

AI Consultation Purposes are Polarized: Seeking Suggestions or Detailed Information

Purpose of consulting AI (single response)

(Top 6 categories of products/services researched using AI, excluding "Other" in the table header)

※Respondents: Those who have used AI to research in each category.

Looking at category-specific data, in "Gourmet/Restaurants" (39.3%) and "Travel/Accommodation" (39.5%), approximately 40% of responses were "I didn't know what would be good, so I wanted AI to suggest something." This suggests a tendency for AI to be used in a concierge-like manner for experiential products such as restaurants and travel destinations, where AI suggests options.

On the other hand, in "Food & Beverages" (42.4%) and "Daily Goods, Cosmetics" (41.5%), "I wanted to research details about a specific product/service" was the top response. Since these are items that are frequently purchased or easily compared, it indicates that AI is primarily used to confirm details after narrowing down potential candidates.

AI as an "Entry Point": Fact-Checking on Official Pages and Reviews

Subsequent actions taken regarding products/services suggested by AI (multiple responses)

(Top 6 categories of products/services researched using AI, and items that ranked in the top 3 across 5 common categories)

※Respondents: Those who have used AI to research in each category.

※For "Home Appliances, PCs, Smartphones," "Checking/Consulting at physical stores" (42.6%) ranked 3rd.

In "Home Appliances, PCs, Smartphones," checking the official page (61.2%) and checking reviews (60.5%) were exceptionally high compared to other categories. Additionally, "Checking/Consulting at physical stores" (42.6%) ranked 3rd, indicating cautious purchasing behavior unique to high-priced items. For the five categories other than home appliances, "Official Page," "Reviews/Testimonials," and "SNS" were consistently among the top three items, showing that using AI as a starting point for information gathering, followed by verification through multiple channels, is the mainstream behavior.

69.4% Confirm AI Citation Links: Utilizing AI Responses as a Starting Point

When researching product/service information with AI, do you check the citation links displayed in the response?

※Respondents: All (n=1,000)

Always check

14.6%

Often check

54.8%

Rarely check

25.7%

Never check

4.9%

Combining those who "always check" (14.6%) and "often check" (54.8%) the citation links displayed in AI's responses, 69.4% confirmed checking the sources. This, along with the previously mentioned AI follow-up actions where checking official pages and reviews ranked high, suggests that consumers are using AI as an "entry point" for information and have established a behavior pattern of verifying the information themselves afterward.

Reasons for Not Checking Citation Links (Top 3 items excluding "Other" and "None in particular")

※Respondents: Those who answered "rarely check" or "never check" citation links displayed in AI responses (n=306)

AI's response was sufficient

20.9%

Already obtained necessary information

19.6%

Re-search the brand/product mentioned by AI on my own

19.6%

On the other hand, when asked the reasons for not checking citation links (for the 306 respondents who answered "rarely check" or "never check"), the top responses were "AI's response was sufficient" (20.9%) and "Already obtained necessary information" (19.6%). This indicates that in many cases, the AI's response itself is perceived by consumers as providing sufficient information and a sense of satisfaction.

Reliability Comparison: "AI Recommendations" Outperform "Company Advertisements" by 14.4 Points

Which do you trust more: "AI Recommendations" or "Human Reviews"?

※Respondents: All (n=1,000)

"AI recommendations are more trustworthy (significantly + somewhat)" was 22.0%, and "Reviews are more trustworthy (significantly + somewhat)" was 32.5%. Overall, human reviews still tend to be more trusted. However, "Both are equally trustworthy" was the most common response at 45.5%, suggesting that trust in AI is approaching that of reviews. By age group, those in their 20s showed a higher rate of "AI recommendations are more trustworthy" at 34.0% compared to other age groups, indicating a stronger sense of trust in AI among younger demographics.

Which do you trust more: "AI Recommendations" or "Company Advertisements"?

※Respondents: All (n=1,000)

"AI recommendations are more trustworthy (significantly + somewhat)" was 32.4%, surpassing "Company advertisements are more trustworthy" (18.0%) by 14.4 points. While "Both are equally trustworthy" was the most common response at 49.6%, the results clearly show a larger segment trusting AI over advertisements. This suggests that consumers find objectivity in AI's responses, which organize information from a neutral perspective, more so than in company-disseminated advertisements.

Future AI Usage Intention 86.9%: 37.5% of those in their 20s "Want to Actively Use It"

Do you want to use AI for information gathering on products/services in the future? (By age group)

※Respondents: All (n=1,000)

Future AI usage intention, combining "want to actively use it" (23.9%) and "somewhat want to use it" (63.0%), reached 86.9%. By age group, those in their 20s showed a prominent 37.5% for "want to actively use it" compared to other age groups, indicating that AI usage is becoming a standard method for information gathering, especially among younger demographics. Even among those in their 60s, 14.0% responded "want to actively use it," confirming that expectations for AI are expanding across all age groups.

【Reasons for AI Usage Intention (Free response) Excerpts】

<Want to actively use / Somewhat want to use>

・Because it summarizes the key points, gathers the information I want, and is more efficient than searching myself. (20s)

・Because I feel I can get accurate information in a friendly tone. (Using Gemini) (20s)

・Because it provides immediate and pinpointed information, making it easy to understand. (30s)

・I want to first ask for a suggestion from AI, then organize my thoughts for further searches based on my own values. (30s)

・Because I can see products from a different perspective. (50s)

・More efficient than searching from scratch. (50s)

<Don't want to use / Don't want to use at all>

・I still have many doubts and concerns about AI's information knowledge. (40s)

・Because the accuracy of information is not yet established. (50s)

Direct Impact in B2B Domain: 76.1% Have Ordered from AI-Recommended Partners

Have you ever placed an order with a partner/supplier recommended by AI?

※Respondents: Those who answered "often use" or "sometimes use" AI for finding new business partners (n=159)

Total

n=159

20s

n=55

30s

n=42

40s

n=26

50s

n=25

60s

n=11

Yes

76.1%

87.3%

83.3%

65.4%

52.0%

72.7%

No

23.9%

12.7%

16.7%

34.6%

48.0%

27.3%

Among those who answered "often use" or "sometimes use" AI for finding new business partners, 76.1% responded that they have "placed an order with a partner/supplier recommended by AI." This rate was particularly high among those in their 20s (87.3%) and 30s (83.3%), indicating a trend where AI influences B2B decision-making more among younger demographics. While the 50s group at 52.0% was lower than other age groups, a majority still had ordering experience.

Similar to B2C, the number of cases where AI recommendations directly lead to actual orders is increasing in B2B as well, suggesting that companies need to adapt their information dissemination strategies to include AI.

Conclusion: Consumer AI Usage Shifts from "Searching" to "Entrusting Judgment"

Modern characteristics of consumer AI usage derived from this survey:

Purchase Conversion Rate: 65.8%

Many cases where information researched via AI leads to actual purchases or orders, indicating a shift from a "searching" tool to a tool that "influences judgment."

AI Trust Exceeds Advertisements

A tendency for consumers to trust AI recommendations more than advertisements was confirmed, suggesting that factual and data-based information dissemination will become more important for companies than highly promotional content.

69.4% of AI Information Seekers Confirm Sources

While using AI answers as an entry point, a widespread behavior of verifying content on official websites and through reviews was observed. This shows that consumers seek validation from primary sources in addition to AI's responses.

Prominent 37.5% "Want to Actively Use" Among 20s

The proportion of 20s who responded "want to actively use" AI for future information gathering was 37.5%, higher than other age groups, indicating that AI utilization is becoming established, particularly among younger demographics.

B2B Order Experience: 76.1%

In B2B transactions, cases where AI recommendations directly lead to actual orders are increasing, suggesting that companies need to address AI in their information dissemination.

Background of the Survey

Consumer information gathering methods are shifting from traditional "search engines (Googling)" and SNS hashtag searches ("tagging") to "consulting AI" using conversational AI like ChatGPT and AI summarization functions. However, the extent to which information from AI is trusted and influences actual purchasing behavior is still not fully clear.

Therefore, this survey aimed to broadly understand how consumers utilize AI for information gathering and purchasing behavior, targeting men and women aged 20-60 nationwide. It also investigated how much "trust" AI-provided information receives compared to company advertisements and reviews, and how it impacts actual purchases and business transactions.

We hope you will utilize this as a resource for your future marketing activities.

Click here for the survey service used in this survey

Net Research: https://corp.neo-m.jp/service/research/quantitation/netresearch-domestic/

Request for Credit Notation upon Citation/Reprint

※When citing or reprinting this release, please be sure to clearly indicate the credit.

<Example> "According to the survey results conducted by NeoMarketing Inc., a company providing marketing support services centered on consumers..."

Source: https://corp.neo-m.jp/report/investigation/life_087_aicas-model-survey

About NeoMarketing Inc.

Company Name: NeoMarketing Inc.

Location: Yomeishu Building 11F, 16-25 Nanpeidai-cho, Shibuya-ku, Tokyo

Representative: Mitsunobu Hashimoto, Representative Director

Capital: 86.54 million yen (as of the end of December 2025)

Business Activities: Marketing Support Business

URL: https://corp.neo-m.jp/

※NeoMarketing is a member of the Japan Marketing Research Association (Member No: 20220).

【NeoMarketing Service List】

【Marketing Research / Market Research】

Marketing Research Menu: https://corp.neo-m.jp/service/research/

What is Marketing Research in 5 Minutes!: https://corp.neo-m.jp/service/for-bigginer/

【Category Entry Point (CEP) Examples】

Understanding Category Entry Points: https://corp.neo-m.jp/wakaru-category-entry-point/

Category Entry Point (CEP) Research: https://corp.neo-m.jp/service/original/category-entry-point/

【Insight Marketing Case Studies】

Insight Driven®: https://corp.neo-m.jp/service/original/insight-driven/

What is the Meaning and Importance of Insight in Business, and How to Create It Effectively?: https://corp.neo-m.jp/column/marketing-research_080_insight-marketing

【Quantitative Research: Internet Research / Web Survey】

Internet Research / Web Survey: https://corp.neo-m.jp/lp/service/net-research/

【Qualitative Research: Interview Survey】

Depth Interview: https://corp.neo-m.jp/service/research/qualitative/deps-interview/

Group Interview: https://corp.neo-m.jp/service/research/qualitative/group-interview/

Observational Research (Ethnography): https://corp.neo-m.jp/service/research/qualitative/visit/

【Overseas Research】

Overseas Quantitative Research: https://corp.neo-m.jp/service/research/quantitation/netresearch-oversea/

Strengths of Overseas Research: https://corp.neo-m.jp/lp/service/global-research/

【Contact for Inquiries Regarding This Release】

NeoMarketing Inc. Public Relations Office Attn: Imaizumi

Tel: 03-6328-2881

E-Mail: [email protected]