AI-led
Ask AI to compare specs
Shoppers ask AI assistants to compare models, specs and prices before buying a device.
53
Early readWhy this score
Size and direction
42% of recent phone buyers/carrier switchers already do it
Source: Consumer Insight, 2026 · recent phone buyers/carrier switchers in South Korea who used AI (multiple response)
US leads with 58%; APAC is at 42%.
Share who do it, % · Consumer electronics · 3 regions
- US58%
- APAC42%
- EMEA36%
Note: each region is read from its own studies, so read the order rather than small gaps. Source: Market Radar, AI Consumer Trends readings.
See it in USBeauty leads with 54%; Consumer electronics is at 42%.
Share who do it, % · APAC · 3 sectors
- Beauty54%
- Consumer electronics42%
- Telco7%
Note: each sector is read from its own studies, so read the order rather than small gaps. Source: Market Radar, AI Consumer Trends readings.
See it in beautyThe score
- 3 studies
- 3 countries
Drawn from Consumer Insight, Grannet Co., Ltd. and IAB Australia and Pureprofile.
What it means for marketers
54% of Australian online shoppers have used an AI assistant such as ChatGPT or Gemini to discover, research or compare a product or brand to buy; 77% of those in their 30s.
42% of recent phone buyers/carrier switchers in Asia-Pacific ask AI to compare models and prices before buying (reported). Direction: data is still being collected (no behaviour change reading is available).
Adoption and research
Research42% · Consumer Insight
Among Korean phone buyers who used AI, comparison analysis (42%) was the top purpose, ahead of information summaries (39%), e.g. comparing iPhone vs Galaxy or carrier plans.
What the studies say
- reported by consumers
활용 목적으로는 `비교 분석(42%)`이 제일 많았고, `정보 요약(39%)`이 뒤를 이었다
Consumer InsightMobile Communications Planning Survey, 43rd wave (H1 2026) report (2): AI use by phone consumers
South Korea · 22 Jun 2026 source
- reported by consumers
購買前の比較検討で生成AIを使った経験がある人は、生成AI利用者の66.3%（前回52.6%）に上りました。
Grannet Co., Ltd.Google検索と生成AIの実態調査【2026年最新版】
Japan · 14 Sep 2026 source
Studies behind Size (2)
Consumer Insight, Mobile Communications Planning Survey, 43rd wave (H1 2026) report (2): AI use by phone consumers, 22 Jun 2026 · n=3,151 · KR · Link
42% Among Korean phone buyers who used AI, comparison analysis (42%) was the top purpose, ahead of information summaries (39%), e.g. comparing iPhone vs Galaxy or carrier plans.
Grannet Co., Ltd., Google検索と生成AIの実態調査【2026年最新版】, 14 Sep 2026 · n=282 · JP · Link brand study
66% 66.3% of generative AI users among employed Japanese adults aged 20+ have used generative AI for comparison before a purchase (up from 52.6% in October 2025).
Sources for what it means (3)
42% of recent phone buyers/carrier switchers in Asia-Pacific ask AI to compare models and prices before buying (reported). Direction: data is still being collected (no behaviour change reading is available).
Based on: Consumer Insight, APAC; Grannet Co., Ltd., APAC
59% of adults who bought a new home appliance in the last 6 months say they would ask AI to compare models and prices before buying (intent, not behaviour).
Based on: Stellagent, APAC
54% of Australian online shoppers have used an AI assistant such as ChatGPT or Gemini to discover, research or compare a product or brand to buy; 77% of those in their 30s.
Based on: IAB Australia and Pureprofile, APAC
Adoption and direction
42% of AI users reported by consumers · recent phone buyers/carrier switchers in South Korea who used AI (multiple response)
