The Influence of Generative AI on Consumer Trust and Purchases

In the rapidly evolving landscape of digital retail, a recent survey conducted by Gaprise, a SaaS solutions provider, has highlighted a significant shift in consumer behavior regarding generative AI in purchasing decisions. The study, aimed at consumers aged 20 to 50 who frequently shop online, reveals that a staggering 71.4% of respondents expressed decreased trust in brands if generative AI provided inaccurate information.

Survey Background

The survey was conducted in February 2026 amid a notable transition in online shopping habits. Consumers are moving away from traditional methods of researching products on PCs to relying heavily on social media and AI tools for spontaneous decision-making based on recommendations. Consumers are now engaging with AI directly, initiating a new pattern of behavior that places significant emphasis on how brands are perceived through AI-generated content.

Gaprise targeted five industries—SaaS, professional services, cosmetic surgery, insurance, and cosmetics—using online tools to glean insights about the influence of generative AI on purchasing behavior. The research involved 800 respondents who had made a purchase or signed a contract within the last year.

Key Findings

One of the most striking findings was that over 80% of users acknowledged that AI responses impacted their purchasing decisions. This suggests that generative AI has evolved into a crucial decision-making tool in contemporary consumer behavior.

User Actions Post-AI Interaction

After interacting with generative AI, more than half of the surveyed participants conducted additional research through traditional search engines or checked official websites, indicating that AI is serving as a new channel for customer engagement. Approximately 16% reported proceeding to purchase or inquiring directly after AI interaction, reinforcing AI's role as a powerful catalyst in the purchasing journey.

Trust and AI Errors

A particularly alarming insight from the survey indicates that 71.4% of consumers would reduce their trust in a brand if generative AI provided incorrect information. The breakdown illustrates a significant trust gap, where 23.6% stated their trust would decrease dramatically, while 47.8% felt it would wane somewhat. This underscores the risk brands face: inaccurate AI responses can severely tarnish brand reputation and consumer loyalty.

Implications for Brands

The findings suggest a paradigm shift in consumer awareness and engagement driven by AI technology. Consumers now tend to discover brands via AI interactions, corroborating their AI-given recommendations with official sources. This evolving behavior signifies the necessity for businesses to establish a positive AI presence and manage how they are represented through these technologies.

Additional parts of the survey explored brand recall rates through AI interactions and which aspects of AI responses resonate most with consumers, offering a multi-faceted view of the changing market dynamics.

About Gaprise

Gaprise has been a pioneer in recognizing and deploying innovative technologies in the SaaS market since its inception in 2005. The company has built strong alliances with established international firms and startups, working to carve out a unique niche within an increasingly competitive landscape. Furthermore, as Japan's enterprise IT spending continues to rise, with projections exceeding 30 trillion yen by 2025, the SaaS market is expected to maintain its rapid growth trajectory and solidify its importance.

As part of its commitment to evolving with technological advancements, Gaprise continually explores diverse solutions tailored to client needs, recently introducing multiple tools for enhancing site speed, demonstrating agility in a complex IT market. By harnessing next-generation technologies, Gaprise is effectively navigating and addressing the diverse challenges businesses face, while facilitating their growth through informed strategies and innovative practices.