AI Shopping Search Experiences Rise Among All Ages, Not Just Youth

The Rise of AI in Shopping Searches Across Generations

A new survey by Itsumo Inc., focusing on generational trends in the use of generative AI for shopping searches, highlights a significant shift in consumer behavior. The survey, which encompassed a wide demographic ranging from 20s to 60s, indicates a rapid increase in the experience of using AI for product searches. The findings reveal that while younger people have been pioneers in adopting AI tools, seniors are now catching up, making this technology a common aspect of daily shopping.

Key Findings from the Survey

1. Surge in AI Search Experiences

Between April 2025 and December 2025, the number of respondents who utilized AI tools for searching products skyrocketed from 47.1% to 64.0%. This demonstrates a staggering increase of 16.9 percentage points in just eight months, indicating that AI is transitioning from a novel technology to a staple shopping tool for consumers.

2. Dominance of Younger Consumers

Within the 20s demographic, the experience of using AI tools has risen to 81.9%, with almost 79.5% actively applying these tools for product searches. This shows that AI is not just an experimental tool for younger consumers but has become deeply integrated into their purchasing habits.

3. Seniors Embrace AI Technology

The survey also uncovered that over half (52.3%) of seniors aged 60 and above have experimented with AI tools, and more notably, 53.3% have utilized AI for product searches. This dispels the notion that AI is exclusively for younger individuals and illustrates that all age groups now recognize its utility.

4. Convenience Drives Adoption

The primary motivation for utilizing AI in shopping searches mirrors consumer needs for efficiency, with 54.7% of respondents highlighting 'time-saving' as their main reason. Following closely is the convenience offered by AI in summarizing and comparing products, which appeals to consumers looking to streamline their shopping experience amidst an overwhelming amount of information.

5. Rise of E-Commerce Specific AI Tools

Specialized AI tools like Amazon Rufus have become prominent, with a usage rate of 24.9%. Users who have tried these tools tend to use them with high frequency, suggesting that AI is seamlessly integrating into everyday shopping practices, especially through applications like Amazon's.

Conclusion

The research conducted signifies that consumers are not entirely abandoning traditional search methods like Google or e-commerce searches; instead, they are entering a phase of 'adapting' by incorporating AI as an auxiliary tool for enhancing their shopping experiences. As technology continues to advance, the accuracy and efficiency of AI in search processes will likely enhance, making it imperative for businesses to evolve their marketing strategies.

Companies should focus not only on traditional SEO measures but also on structuring product information and improving reviews so that AI agents can better recommend products.

Ultimately, Itsumo Inc. is committed to assisting brands in maximizing their marketing outcomes in this new AI-centric shopping landscape, ensuring they stay ahead in the ever-evolving e-commerce space.

About Itsumo Inc.

With a mission to lead Japan's future in e-commerce, Itsumo Inc. specializes in providing comprehensive support for brands and manufacturers in e-commerce business strategies. They skillfully combine human insight with technology, enhancing the effectiveness of selling online.