# Gen Z's Embrace of AI in Shopping Signals E-commerce Shift

> The Rakuten survey reveals that over half of Gen Z are leveraging generative AI in their shopping processes, particularly for product comparisons, marking a transformative trend in consumer habits.

**Source**: jp.ibtimes.com | **Published**: 2026-09-05 | **Type**: research

## Key Facts

- 54.3% of Gen Z use AI for shopping, indicating a shift towards tech-driven purchase decisions.
- 62.6% use AI for studying, revealing potential for educational partnerships in e-commerce.
- 31.7% favor companies using AI, suggesting competitive edge for brands embracing innovation.
- 40.8% have a positive view of Rakuten's AI efforts, enhancing brand loyalty among younger consumers.
- Search engines remain trusted (42.1%), highlighting a vulnerability in AI's reliability perception.

## Summary

A recent survey by Rakuten Group revealed that 54.3% of Gen Z consumers are utilizing generative AI to inform their shopping decisions, marking a significant shift in how younger demographics approach purchasing. This finding is crucial for businesses as it highlights the increasing integration of AI technologies in consumer behavior, particularly among a generation that prioritizes digital engagement and innovation.

The survey, conducted among 637 users of Rakuten Gakuwari—an initiative targeting individuals aged 15 to 25—indicates that the most prevalent use of generative AI occurs during product comparison, with 44.4% of respondents employing it at this stage. Furthermore, 38% of those surveyed reported using generative AI nearly every day, predominantly for studying and learning (62.6%), followed by exploring hobbies (47%) and seeking advice (30.9%). This suggests that generative AI is not only a tool for shopping but also a vital resource for information gathering and personal development.

Despite the enthusiasm for AI, the survey also revealed a cautious approach among Gen Z consumers regarding the reliability of AI-generated information in shopping contexts. Search engines emerged as the most trusted source for product-related information, with 42.1% of respondents favoring them over AI tools. This duality presents a complex landscape for businesses: while AI can enhance the shopping experience, companies must also address concerns about the accuracy and trustworthiness of AI-generated content.

The perception of companies that integrate AI into their services is generally positive, with 31.7% of respondents expressing favorable views. Attributes such as "innovative" (43.6%) and "challenging" (26.7%) were commonly associated with these companies, indicating that Gen Z values technological advancement and is open to engaging with brands that leverage AI effectively. Specifically, 40.8% of respondents held a positive impression of Rakuten’s efforts to enhance its services with generative AI, and 30.6% indicated they would use AI to collect product information before shopping on Rakuten Ichiba, the company’s e-commerce platform.

Rakuten is poised to capitalize on this trend by introducing an agent-style AI feature within the Rakuten Ichiba app in December 2025. This move reflects a strategic commitment to integrating AI more deeply into the consumer shopping experience, potentially enhancing user engagement and satisfaction. As generative AI becomes more commonplace in various sectors, including e-commerce, finance, and telecommunications, companies that adapt to these technological shifts will likely gain a competitive edge.

The implications for the market are profound. As more businesses adopt generative AI, the competitive dynamics will shift, with those that fail to innovate potentially losing relevance among tech-savvy consumers. Companies must not only invest in AI capabilities but also prioritize transparency and reliability in AI-generated information to build trust with consumers. 

Looking ahead, the integration of generative AI into shopping experiences is set to redefine consumer expectations. Businesses that can harness this technology effectively while addressing reliability concerns will be well-positioned to capture the loyalty of younger consumers, who are increasingly looking for innovative and trustworthy shopping solutions. The trajectory of AI in retail suggests a future where personalized, efficient, and reliable shopping experiences become the norm, compelling companies to rethink their strategies and operational frameworks to stay competitive.

## Entities

- **Companies**: Rakuten
- **Products**: Rakuten Ichiba, Rakuten AI
- **Technologies**: generative AI
- **Organizations**: Rakuten Gakuwari

## Key Concepts

Gen Z shopping behavior, use of generative AI, trust in search engines, impressions of AI companies, study and learning use case, product comparison, AI in e-commerce, future of AI in shopping

## Definitions

- **generative AI**: A type of artificial intelligence that can generate text, images, or other media based on input data.
- **Rakuten Ichiba**: An e-commerce marketplace operated by Rakuten, allowing users to buy and sell products online.
- **Rakuten Gakuwari**: A membership program by Rakuten aimed at users aged 15 to 25, offering various benefits.
- **agent-style AI**: An AI tool designed to assist users in a conversational manner, providing personalized recommendations and information.
- **trust in information sources**: The degree to which consumers believe the information provided by different platforms is reliable and accurate.

## Use Cases

- Studying and learning
- Searching for hobby-related information
- Seeking advice on purchases
- Narrowing down product comparisons
- Gathering product information before purchase

## Frequently Asked Questions

**What percentage of Gen Z uses AI for shopping?**

According to the Rakuten survey, 54.3% of Gen Z users utilize generative AI when considering purchases.

**What is the most common use case for generative AI among Gen Z?**

The most common use case for generative AI among Gen Z is studying and learning, with 62.6% of respondents citing it.

**How does Rakuten plan to integrate AI into its services?**

Rakuten plans to add an agent-style AI tool to the Rakuten Ichiba app by December 2025, enhancing user experience.

**What do Gen Z users think about companies that use AI?**

The survey revealed that 31.7% of respondents have a favorable impression of companies that introduce AI into their services.

**How reliable do Gen Z users find generative AI for shopping decisions?**

While 48.5% of respondents trust generative AI for studying and learning, they still prefer search engines as the most trusted source for shopping information.

## Links

- [Read on Welcome.AI](https://welcome.ai/content/gen-zs-embrace-of-ai-in-shopping-signals-e-commerce-shift)
- [Original source](https://jp.ibtimes.com/rakuten-survey-finds-543-gen-z-use-ai-shopping-104179)
- [Rakuten](https://welcome.ai/company/rakuten): Featured company

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Source: Welcome.AI | https://welcome.ai/content/gen-zs-embrace-of-ai-in-shopping-signals-e-commerce-shift