Nikkei Crosstrend Proposes 'AICAS', a New Consumer Purchasing Behavior Model for the AI Era
Nikkei BP announced 'AICAS', a new consumer purchasing behavior model adapted for the generative AI era. Replacing AISAS, it posits that purchasing starts with an 'Ask' to AI, followed by a 'Confirm' phase.
📋 Article Processing Timeline
- 📰 Published: April 15, 2026 at 19:00
- 🔍 Collected: April 15, 2026 at 10:31
- 🤖 AI Analyzed: April 19, 2026 at 10:06 (95h 34m after Collected)
Nikkei Business Publications, Inc. (Headquarters: Minato-ku, Tokyo, President & CEO: Tetsuya Iguchi) announced on April 15, 2026, the 'AICAS', a new consumer purchasing behavior model in the era of Artificial Intelligence (AI) created by its specialized marketing media 'Nikkei Crosstrend'.
This model is a new framework aligned with consumer behavior in the generative AI era, taking a step forward from 'AISAS'—advocated by the Dentsu Group—which has long been utilized as the purchasing behavior model of the internet age.
Background: Generative AI is Changing the Flow of Purchasing Decisions Itself
Conversational generative AI, such as 'ChatGPT' and 'Gemini', is becoming indispensable for consumers' daily information gathering and selection of products and services.
In a preliminary screening survey of 10,000 Macromill monitors, 48.3% of people currently use generative AI, indicating that it is becoming a practical tool used daily by a wide range of demographics.
Furthermore, out of 4,830 generative AI users, 62.5% utilize it to gather information and select products and services. Generative AI is starting to play a central role in purchasing decisions not just as an information provision tool, but as a concierge that assists in presenting recommended candidates, comparing them, and narrowing them down interactively.
What is the New Model 'AICAS'?
Based on these survey results, Nikkei Crosstrend proposes 'AICAS', a new consumer purchasing behavior model consisting of the following five stages.
Step / Meaning / Content
A / Ask / The starting point where a consumer asks generative AI for recommendations or proposals when they haven't decided what to buy.
I / Interest / Focusing on the products/services that sparked their interest from the 3 to 4 candidates presented by the generative AI.
C / Confirm, Check / Verifying the AI's recommendations on other media (search engines, review sites, official sites, etc.).
A / Action / Proceeding to purchase after confirming and being convinced.
S / Share / Disseminating information via reviews or word-of-mouth, which then serves not only for other consumers but also as recommendation material for generative AI.
From AIDMA to AISAS, and now AICAS. Characterized by the 'Ask' Starting Point
While the traditional 'AIDMA' and 'AISAS' originated from 'Attention', 'AICAS' is characterized by originating from an 'Ask'. In an environment of information overload where consumers feel the stress of 'not being able to choose' due to too many options, they have begun to start their purchasing behavior by tossing a consultation or question to generative AI, saying 'Tell me your recommendations'.
Survey Shows the Reality of Generative AI Utilization
When 515 people who use generative AI to select products and services when shopping were surveyed:
- People who 'refer' to generative AI's recommendations/proposals: 66.2%
- People who 'often purchased exactly as the generative AI proposed': 44.6%
- Satisfaction rate with generative AI's recommendations/proposals: 71.5%
These results show that generative AI is becoming a powerful advisor during purchases.
However, consumers do not swallow AI recommendations blindly.
- People who researched on other media after receiving proposals: approx. 90% (Search engines 57.0%, comparison/review sites 32.9%, SNS 30.3%, etc.)
It became clear that consumers do not accept generative AI recommendations as-is, but proceed to purchase only after going through a 'Confirm, Check' process. This confirmation behavior is the core step of 'AICAS'.
Additionally, 24.7% of respondents answered that 'products I wouldn't normally choose on my own are now being presented as options', highlighting the aspect that unexpected encounters with products/services via generative AI are generating new purchases.
AI Search Optimization (AIO) Becomes an Important Marketing Challenge
As 'AICAS' indicates, in future purchasing behavior, being included in generative AI's recommended candidates will directly link to product and brand recognition and selection...
This model is a new framework aligned with consumer behavior in the generative AI era, taking a step forward from 'AISAS'—advocated by the Dentsu Group—which has long been utilized as the purchasing behavior model of the internet age.
Background: Generative AI is Changing the Flow of Purchasing Decisions Itself
Conversational generative AI, such as 'ChatGPT' and 'Gemini', is becoming indispensable for consumers' daily information gathering and selection of products and services.
In a preliminary screening survey of 10,000 Macromill monitors, 48.3% of people currently use generative AI, indicating that it is becoming a practical tool used daily by a wide range of demographics.
Furthermore, out of 4,830 generative AI users, 62.5% utilize it to gather information and select products and services. Generative AI is starting to play a central role in purchasing decisions not just as an information provision tool, but as a concierge that assists in presenting recommended candidates, comparing them, and narrowing them down interactively.
What is the New Model 'AICAS'?
Based on these survey results, Nikkei Crosstrend proposes 'AICAS', a new consumer purchasing behavior model consisting of the following five stages.
Step / Meaning / Content
A / Ask / The starting point where a consumer asks generative AI for recommendations or proposals when they haven't decided what to buy.
I / Interest / Focusing on the products/services that sparked their interest from the 3 to 4 candidates presented by the generative AI.
C / Confirm, Check / Verifying the AI's recommendations on other media (search engines, review sites, official sites, etc.).
A / Action / Proceeding to purchase after confirming and being convinced.
S / Share / Disseminating information via reviews or word-of-mouth, which then serves not only for other consumers but also as recommendation material for generative AI.
From AIDMA to AISAS, and now AICAS. Characterized by the 'Ask' Starting Point
While the traditional 'AIDMA' and 'AISAS' originated from 'Attention', 'AICAS' is characterized by originating from an 'Ask'. In an environment of information overload where consumers feel the stress of 'not being able to choose' due to too many options, they have begun to start their purchasing behavior by tossing a consultation or question to generative AI, saying 'Tell me your recommendations'.
Survey Shows the Reality of Generative AI Utilization
When 515 people who use generative AI to select products and services when shopping were surveyed:
- People who 'refer' to generative AI's recommendations/proposals: 66.2%
- People who 'often purchased exactly as the generative AI proposed': 44.6%
- Satisfaction rate with generative AI's recommendations/proposals: 71.5%
These results show that generative AI is becoming a powerful advisor during purchases.
However, consumers do not swallow AI recommendations blindly.
- People who researched on other media after receiving proposals: approx. 90% (Search engines 57.0%, comparison/review sites 32.9%, SNS 30.3%, etc.)
It became clear that consumers do not accept generative AI recommendations as-is, but proceed to purchase only after going through a 'Confirm, Check' process. This confirmation behavior is the core step of 'AICAS'.
Additionally, 24.7% of respondents answered that 'products I wouldn't normally choose on my own are now being presented as options', highlighting the aspect that unexpected encounters with products/services via generative AI are generating new purchases.
AI Search Optimization (AIO) Becomes an Important Marketing Challenge
As 'AICAS' indicates, in future purchasing behavior, being included in generative AI's recommended candidates will directly link to product and brand recognition and selection...