Over 80% of Consumers Change Purchasing Behavior Based on AI Answers: AthenaHQ Visualizes AI Referrers Untrackable by GA4, Exhibiting at Marketing Week Spring 2026
Gaprise Inc. will exhibit its generative AI answer optimization tool 'AthenaHQ' at Marketing Week Spring 2026. The tool addresses the blind spot of GA4 by visualizing which AI answers referenced a company's brand.
📋 Article Processing Timeline
- 📰 Published: April 14, 2026 at 22:00
- 🔍 Collected: April 14, 2026 at 13:31
- 🤖 AI Analyzed: April 19, 2026 at 16:49 (123h 17m after Collected)
Gaprise Inc. (Headquarters: Chiyoda-ku, Tokyo, Representative Director & CEO: Akiyuki Kai, hereinafter 'the Company'), an overseas SaaS trading company supporting digital business, will exhibit its generative AI answer optimization tool 'AthenaHQ' at the 'Digital Marketing Enhancement EXPO' within 'Marketing Week Spring 2026', held at Tokyo Big Sight from April 22 (Wed) to 24 (Fri), 2026 (Booth number: S21-30). Despite AI search affecting 42.7% of purchasing behavior, GA4 cannot track 'which AI answer referenced our company' - we will provide a demo experience and individual consultation space to eliminate this blind spot.
## Background: Entering an Era Where AI Search Changes Purchasing Behavior
According to the 'Generative AI and Consumer Purchasing Behavior' survey conducted by Gaprise in February 2026 (Target: 800 people), over 80% of respondents answered that generative AI answers 'influenced' their purchase of products or use of services. Generative AI platforms such as ChatGPT, Gemini, and Perplexity are deeply embedded in the purchasing process as 'customer touchpoints' alongside search engines. Furthermore, about 16% of people directly purchased or made inquiries after an AI answer, revealing the reality that AI answers are functioning as a direct path to conversions.
On the other hand, the accuracy of AI answers is directly linked to trust in companies. In the same survey, 71.4% of respondents said their trust in a company would 'decrease' if AI gave incorrect information ('Decrease significantly' 23.6% + 'Decrease somewhat' 47.8%). For a company's brand to be correctly evaluated and referenced on AI is no longer just an option but an important competitive axis for companies.
(Source: Gaprise 'Generative AI and Consumer Purchasing Behavior' Survey Conducted February 2026, targeting 800 people
Detailed report: https://athenahq.gaprise.jp/report-ai-purchase-behavior-2026)
## Challenge: GA4 Cannot See the 'Content of AI References'
The survey also found that more than half of the people conducted re-research on search engines or checked official websites after seeing AI answers, making AI answers a hub for customer information gathering and purchasing paths. However, with traditional analytical tools like GA4, while the 'volume' of inflow from AI search can be grasped to some extent, it cannot visualize 'which AI platform and which answer referenced our company', 'how our brand is evaluated on AI', or 'what our share on AI is compared to competitors'. Since AI answers affect both purchases and trust, leaving this 'invisible area' unattended directly leads to missed opportunities.
## Exhibit Details: Confirm the Current Status of AI Search 'On the Spot' with AthenaHQ
At the Gaprise booth this time (Digital Marketing Enhancement EXPO, S21-30), visitors can check the current status of AI references for their industry and services on screen through a live demo of AthenaHQ. In addition, representatives will be available for individual consultations regarding the implementation steps of AI search countermeasures (GEO: Generative Engine Optimization / LLMO: Large Language Model Optimization).
## Main Content of the Booth Exhibition
- Live demo of AthenaHQ (Check your brand's AI reference status in real-time)
- Introduction of specific approach examples for AI answer optimization
- Individual consultation on current AI reference status (For visitors)
## Exhibition Details
- Event Name: 'Digital Marketing Enhancement EXPO' within Marketing Week Spring 2026
- Dates: April 22 (Wed) - 24 (Fri), 2026
- Venue: Tokyo Big Sight, Booth Number S21-30
- Exhibition Official Website: https://www.marketing-week.jp/spring/ja-jp.html
- Visitor Information: Participation in the exhibition requires prior registration. Please check the official exhibition website for details.
At the Gaprise booth (Digital Marketing Enhancement EXPO, S21-30), we will be accepting AthenaHQ demo experiences and individual consultations at any time during the three days.
## About Gaprise Inc.
According to Gartner Japan, Japan's enterprise IT total spending (ICT market spending) was approximately 28.5 trillion yen in 2023, up 4.7% from 2022, and is expected to reach 30 trillion yen in 2025.
## Background: Entering an Era Where AI Search Changes Purchasing Behavior
According to the 'Generative AI and Consumer Purchasing Behavior' survey conducted by Gaprise in February 2026 (Target: 800 people), over 80% of respondents answered that generative AI answers 'influenced' their purchase of products or use of services. Generative AI platforms such as ChatGPT, Gemini, and Perplexity are deeply embedded in the purchasing process as 'customer touchpoints' alongside search engines. Furthermore, about 16% of people directly purchased or made inquiries after an AI answer, revealing the reality that AI answers are functioning as a direct path to conversions.
On the other hand, the accuracy of AI answers is directly linked to trust in companies. In the same survey, 71.4% of respondents said their trust in a company would 'decrease' if AI gave incorrect information ('Decrease significantly' 23.6% + 'Decrease somewhat' 47.8%). For a company's brand to be correctly evaluated and referenced on AI is no longer just an option but an important competitive axis for companies.
(Source: Gaprise 'Generative AI and Consumer Purchasing Behavior' Survey Conducted February 2026, targeting 800 people
Detailed report: https://athenahq.gaprise.jp/report-ai-purchase-behavior-2026)
## Challenge: GA4 Cannot See the 'Content of AI References'
The survey also found that more than half of the people conducted re-research on search engines or checked official websites after seeing AI answers, making AI answers a hub for customer information gathering and purchasing paths. However, with traditional analytical tools like GA4, while the 'volume' of inflow from AI search can be grasped to some extent, it cannot visualize 'which AI platform and which answer referenced our company', 'how our brand is evaluated on AI', or 'what our share on AI is compared to competitors'. Since AI answers affect both purchases and trust, leaving this 'invisible area' unattended directly leads to missed opportunities.
## Exhibit Details: Confirm the Current Status of AI Search 'On the Spot' with AthenaHQ
At the Gaprise booth this time (Digital Marketing Enhancement EXPO, S21-30), visitors can check the current status of AI references for their industry and services on screen through a live demo of AthenaHQ. In addition, representatives will be available for individual consultations regarding the implementation steps of AI search countermeasures (GEO: Generative Engine Optimization / LLMO: Large Language Model Optimization).
## Main Content of the Booth Exhibition
- Live demo of AthenaHQ (Check your brand's AI reference status in real-time)
- Introduction of specific approach examples for AI answer optimization
- Individual consultation on current AI reference status (For visitors)
## Exhibition Details
- Event Name: 'Digital Marketing Enhancement EXPO' within Marketing Week Spring 2026
- Dates: April 22 (Wed) - 24 (Fri), 2026
- Venue: Tokyo Big Sight, Booth Number S21-30
- Exhibition Official Website: https://www.marketing-week.jp/spring/ja-jp.html
- Visitor Information: Participation in the exhibition requires prior registration. Please check the official exhibition website for details.
At the Gaprise booth (Digital Marketing Enhancement EXPO, S21-30), we will be accepting AthenaHQ demo experiences and individual consultations at any time during the three days.
## About Gaprise Inc.
According to Gartner Japan, Japan's enterprise IT total spending (ICT market spending) was approximately 28.5 trillion yen in 2023, up 4.7% from 2022, and is expected to reach 30 trillion yen in 2025.