IBM–NRF Study: Shifting Consumer Behavior in the Generative AI Era and New Retail Responses
IBM released its 2026 consumer study, highlighting that generative AI is influencing early-stage purchasing decisions and that retailers must integrate AI to remain competitive.
📋 Article Processing Timeline
- 📰 Published: May 25, 2026 at 20:00
- 🔍 Collected: May 25, 2026 at 11:31
- 🤖 AI Analyzed: May 28, 2026 at 11:43 (72h 11m after Collected)
## Study Overview
IBM has released the Japanese edition of its 2026 consumer study by the IBM Institute for Business Value (IBV), titled "Agentic commerce as a competitive advantage."
## Shifting Consumer Behavior
Generative AI is transforming early-stage purchasing experiences before the 'buy' button is even clicked. While nearly three-quarters of consumers globally (72%) and in Japan (87%) continue to shop in physical stores, about half globally (45%) and 22% in Japan use AI for various shopping-related activities. Consumers prioritize seeing and touching products while making more informed purchasing decisions.
## Challenges for Retailers
Caroline Reppert, Senior Director of AI and Technology Policy at the NRF, noted, "AI is driving product discovery and comparison. Retailers who understand and respond appropriately will gain trust and long-term customer loyalty."
Matthieu Houle, CIO at ALDO Group, stated, "AI has evolved shopping from mere internet search into a trusted 'conversational experience'." Meanwhile, Stanislas Vignon of LVMH emphasized, "AI is not a magic wand; it requires proper data and testing to deliver value."
Consumers are increasingly seeking AI-driven seamless experiences, including integrated super-apps, AI personal shoppers, and on-demand smart home delivery functions.
IBM has released the Japanese edition of its 2026 consumer study by the IBM Institute for Business Value (IBV), titled "Agentic commerce as a competitive advantage."
## Shifting Consumer Behavior
Generative AI is transforming early-stage purchasing experiences before the 'buy' button is even clicked. While nearly three-quarters of consumers globally (72%) and in Japan (87%) continue to shop in physical stores, about half globally (45%) and 22% in Japan use AI for various shopping-related activities. Consumers prioritize seeing and touching products while making more informed purchasing decisions.
## Challenges for Retailers
Caroline Reppert, Senior Director of AI and Technology Policy at the NRF, noted, "AI is driving product discovery and comparison. Retailers who understand and respond appropriately will gain trust and long-term customer loyalty."
Matthieu Houle, CIO at ALDO Group, stated, "AI has evolved shopping from mere internet search into a trusted 'conversational experience'." Meanwhile, Stanislas Vignon of LVMH emphasized, "AI is not a magic wand; it requires proper data and testing to deliver value."
Consumers are increasingly seeking AI-driven seamless experiences, including integrated super-apps, AI personal shoppers, and on-demand smart home delivery functions.
FAQ
2026年消費者調査で明らかになった、日本におけるAIの活用状況は？
調査対象となった日本の消費者の22％が買い物に関連する行動でAIの支援を活用しており、21％がAIで商品を調べ、16％がレビュー確認、10％がお得な情報を探しています。
消費者は実店舗での買い物をやめたのか？
いいえ、調査対象の消費者の約4分の3（日本87％）が引き続き実店舗で買い物をしています。消費者は商品を見て触れる体験を引き続き求めています。
AIが小売業に与える主な影響は？
買い物は単なる『ネット検索』から信頼できる『対話体験』へ進化しています。AIアシスタントが消費者の好みを理解し、最適で中立的な助言を提供することで、購買判断の初期段階に大きな影響を与えています。
AI主導型の消費者に適応するために小売業者が取り組むべきことは？
顧客の状況に応じた体験を意図的に設計することに加え、データ基盤の整備と、実際に機能するかどうかを検証するための試験的な実装（テスト）が不可欠です。
消費者がAI時代に求める具体的なサービスは？
スーパー・アプリによるサービスの統合、AIパーソナル・ショッパーの活用、オンデマンドの自律配送機能、そしてソーシャル・プラットフォーム上でのスムーズな購買体験が求められています。