Hakuhodo DY ONE's 'ONE-AIO Lab' Releases 'AI Search Consumer Usage Report 2026'

'ONE-AIO Lab' at Hakuhodo DY ONE has released the 'ONE-AIO Lab AI Search Consumer Usage Report 2026', which provides a detailed analysis of consumers' specific search flows and behavioral changes in AI search.

This survey was conducted as part of the activities of HCAI Professionals, a cross-functional AI expert group of the Hakuhodo DY Group. It analyzed the actual usage of Web and AI search, specific behavioral changes in search flows, industry-specific compatibility with AI search, and the usage status of each search service. The results showed that about 70% of AI search users feel their usage is increasing, and that they are feeling new discoveries and value that could not be obtained with conventional searches. On the other hand, about 80% still use Web search, clarifying that consumers are using Web search and AI search separately depending on their purpose. It was also confirmed that there are areas with high compatibility with AIO (AI Optimization).

■ Background
With the rapid spread of generative AI, consumers' search behavior is expanding from conventional text-based Web search to 'AI search' where information is obtained through dialogue. Against this backdrop, there is growing interest in 'AIO', which involves designing information and organizing content that is easily referenced and recommended by AI, in addition to traditional SEO.

■ Main Topics of 'ONE-AIO Lab AI Search Consumer Usage Report 2026'
1. Over 70% of AI search users feel an 'increase in frequency of use'
72.9% of AI search users replied that 'the frequency of AI search usage has increased compared to one year ago.' Furthermore, many replied that 'the number of new discoveries has increased (67.8%)' and 'hesitation until reaching the goal has decreased (61.8%).'

2. Usage of Web search and AI search is separated according to purpose
Since about 70% switch to Web search after AI search, consumers are using Web search and AI search seamlessly. AI search is used for 'summarizing and reconstructing information (35.1%)' and 'expanding ideas (23.2%),' while Web search is used for 'wanting to know roughly (42.6%)' and 'wanting to know the latest information (36.3%).'

3. Categories with high compatibility with AIO revealed
It was confirmed that the intent to use AI search is relatively high in 'Business/Corporate Services,' 'Healthcare/Medical,' and 'Exercise/Self-care/Prevention.'

■ Survey Overview
Survey Name: ONE-AIO Lab AI Search Consumer Usage Report 2026
Target: Men and women aged 18-69 nationwide
Sample Size: 2,800 people
Method: Internet survey
Period: March 6 - March 9, 2026