IBM–NRF Study: Shifting Consumer Behavior in the Generative AI Era and New Retail Responses

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.