AI usage rises in consumer research and daily tasks

Recent surveys highlight the growing integration of generative AI into consumer decision-making and daily usage. A study by Dentsu Digital involving 3,300 individuals aged 15 to 69 found that approximately one in three AI users consult AI during their purchasing process. The highest rates of consultation were seen in categories requiring detailed comparison, such as travel planning and accommodation (57%), financial products and insurance (56%), consumer electronics (51%), and career changes (50%).

While AI is heavily utilized for research and comparing multiple products or services—with a 78.8% intention rate for comparison tasks—the majority of consumers still prefer to make the final purchase decision themselves. Only 49.6% of respondents expressed an intention to use AI for the final decision-making stage.

In a separate survey of GIGAZINE readers, AI usage has surged, surpassing 80% as of late July 2026. This marks a significant increase from 63% in December 2025 and 79% in April 2026. Among users, ChatGPT and Gemini remain the most widely utilized AI tools.