Generative AI consumer service recommendation trends

A September 2026 study by Branding Works examines how generative AI models, such as ChatGPT and Gemini, recommend various consumer services in Japan.

In the brand purchasing sector, Komehyo emerged as the top-recommended service with a 94.4% mention rate. The research noted that different AI models favor different companies; for example, Gemini showed higher mention rates for Nanboya and Brandear, while ChatGPT was more likely to mention Second Street and Kaitori Daikichi. AI responses in this category typically focus on on-site purchase support, home delivery ease, and store accessibility.

Regarding credit cards, Rakuten Card was the most frequently recommended brand, achieving a 63% mention rate across both major AI models. Sumitomo Mitsui Card and JCB CARD W followed in second and third place, respectively. The study observed that Gemini tended to name specific brands more frequently, whereas ChatGPT refrained from naming specific brands in 74% of its responses. AI recommendations for credit cards were primarily categorized by point redemption rates, rewards at specific stores, and service integration.