Rakuten survey: 54.3% of Gen Z use generative AI for shopping

A survey conducted by Rakuten Group among Gen Z users (ages 15–25) reveals that 54.3% of respondents use generative AI when considering or purchasing products and services. The most common use case for AI in shopping is narrowing down choices during the comparison stage, cited by 44.4% of participants.

Regarding frequency of use, 38% of respondents reported using generative AI almost every day. While the primary applications for the technology are study and learning (62.6%) and hobby-related information searches (47.0%), its role in consumer decision-making is growing. Despite this, traditional search engines remain the most trusted source for product information at 42.1%, compared to only 8.9% for generative AI.

The study also indicates a positive perception of AI integration in business, with 31.7% of respondents having a favorable impression of companies that implement AI services. Respondents often associated such companies with being “advanced” or having a “challenging spirit.” Rakuten is currently advancing its own AI initiatives, including the deployment of the agent-style “Rakuten AI” tool to assist users with product selection via text, voice, and images.