Not Just a Trend for the Young: One in Two People in Their 60s Use AI for Product Search. The Reality of Generative AI Adoption Rapidly Spreading to Seniors

Itsumo Inc. (Headquarters: Chiyoda-ku, Tokyo; Representative Director and President: Mamoru Sakamoto; hereinafter referred to as "the Company") conducted the "2nd Survey on the Actual Use of Generative AI in Product Search" targeting consumers in their 20s to 60s. The AI search experience rate, which was 47.1% in the previous survey in April 2025, significantly increased to 64.0% in December. We are releasing the reality of how AI has rapidly established itself as a "daily shopping tool" from something to "try" in just eight months.

Survey Result Highlights

・ AI search experienced users surged 1.3 times in 8 months

・ Over half of those in their 60s have experienced AI search

・ "Time performance" is the biggest motivation for AI use

・ Emergence of e-commerce specialized AI such as Amazon Rufus

Survey Overview

【Survey Period】 December 2025

【Survey Method】 Web questionnaire

【Survey Target】 Knowns consumer monitors (men and women in their 20s to 60s in Japan)

【Number of Respondents】 534 people (Note that this is not uniform across all questions)

Survey Result Summary

1. AI search experienced users surged more than 1.3 times in 8 months, exceeding 60%

The "experience rate" of using AI search such as ChatGPT, Gemini, Bing Copilot, Google AI mode, and Amazon Rufus when looking for products reached 64.0% overall. This is a significant increase of 16.9 points from the previous survey (as of April 2025), indicating a rapid penetration of AI utilization in product search in a short period.

2. AI utilization among those in their 20s: Tool usage experience (81.9%) and product search utilization (79.5%) are close

Among those in their 20s, the experience of using AI tools themselves reached 81.9%. What is particularly noteworthy is that 79.5% of them utilize AI for actual "product search" (see Summary 1 figure).

This highlights a situation where AI is not just being touched as a tool, but is completely integrated into daily purchasing behavior.

3. Over half of those in their 60s have experienced "AI product search"

※See Summary 1, 2 figures

The wave of AI utilization has also reached the senior demographic. While 52.3% of those in their 60s have experience using AI tools, 53.3% have also experienced using AI for product search, exceeding half.

Across all generations, AI is no longer a special technology but has transformed into a familiar means of information gathering.

4. The biggest motivation for use is "time performance" (time saving). 54.7% seek search efficiency

The biggest reason for using AI search, answered by 54.7%, is "can find things without spending time." This is followed by "convenient because it compares and summarizes (45.9%)," indicating that consumers highly value AI as a means to efficiently find what suits them from a vast amount of information.

5. E-commerce specialized AI such as Amazon Rufus is characterized by "high continuity"

While the overall usage rate of "Amazon Rufus," an AI specialized in Amazon internal search, is 24.9%, users who have tried it tend to continue using it frequently. The integration of AI into the Amazon app suggests a situation where AI is naturally integrated into daily shopping.

▼Download the detailed report for free here

https://go.itsumo365.co.jp/l/422762/2026-03-31/829znx

※This release can be freely reprinted.

When quoting, please specify "Itsumo Inc./Survey".

Summary

This survey reveals that consumers have entered a phase of "selective use," combining AI with traditional search habits such as Google search and e-commerce mall search as a new option.

The accuracy of AI search responses will continue to improve with technological advancements. Businesses must prepare for the AI agent era by structuring product information and improving the quality of reviews to make it easier for AI to recommend products, in addition to conventional keyword search measures.

Our company will continue to accumulate knowledge and practice in response to changes in search behavior in the AI era, and support brand companies in further improving their marketing results.

Inquiries regarding media coverage and data provision

Detailed cross-tabulations and age-group specific comment results can be provided.

Contact information for this matter

Itsumo Inc.

Dai-ichi Life Hibiya First 21F, 1-13-2 Yurakucho, Chiyoda-ku, Tokyo

Public Relations: https://itsumo365.co.jp/contact_03.html