The latest Rakuten survey on usage of generative AI by Generation Z found that 38% answered that they use AI almost everyday. For purposes, ‘studying/learning’ was the most common purpose (62.6%), followed by ‘searching for information related to hobbies’ (47.0%) and ‘seeking advice or help with personal concerns’ (30.9%). 

Regarding "studying/learning," 48.5% of respondents indicated that they "trust" the information provided by generative AI, comprising those who "fully trust" it (7.8%) and those who "somewhat trust" it (40.7%).

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54.3% answered that they use it for comparison and purchase of goods or services, combining ‘always using it (3.6%),’ ‘frequently using it (13.2%)’ and ‘sometimes using it (37.5%).’ 

As for specific timing of using AI, the most frequent response was ‘when narrowing down products for comparison (44.4%),’ followed by ‘when searching for desired products or services" (27.8%)’ and ‘while browsing e-commerce sites" (11.3%).’

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Meanwhile, when asked about the most trusted source of information during the consideration and purchase of goods or services, "search engines" (42.1%) ranked first.

Regarding impressions of companies that incorporate AI into their services, approximately one in three respondents (31.7%) reported a ‘positive impression’ (comprising 5.3% who had a ‘very positive impression’ and 26.4% who had a ‘somewhat positive impression’).