Survey Overview
This survey fixed a total of 9 campaigns (3 from each of Bic Camera, Nojima, and Kojima) that were confirmed to be ongoing on their official websites as of July 29, 2026. The same conditions were applied when questioning five major AIs: ChatGPT, Gemini, Claude, Perplexity, and Copilot. Out of 90 opportunities to capture the official campaigns, AI responses explicitly captured the fixed campaigns 39 times, resulting in a capture rate of 43.3%. “Capture” here refers to explicitly mentioning the official fixed campaign by name.
AI-specific Capture Rates
AI-specific official campaign capture rates varied from 27.8% to 55.6%. ChatGPT and Gemini recorded 27.8%, Claude 50.0%, and Perplexity and Copilot 55.6%. This indicates that even AIs with strong search and citation capabilities did not consistently pick up all the fixed campaigns.
Brand-specific Capture Rates
Brand-specific official campaign capture rates showed a significant disparity, with Bic Camera at 70.0% and Nojima and Kojima both at 30.0%.
For Bic Camera, campaigns such as the online SUMMER SALE, a maximum 10-year free warranty for designated air conditioners, and up to a 50,000 yen trade-in discount were captured by multiple AIs. In contrast, for Nojima and Kojima, despite numerous promotions listed on their official campaign pages, the three fixed campaigns were inconsistently captured. This confirms that information published on official websites is not always consistently presented in AI shopping consultations.
Background
Purchasing home appliances involves considering many factors, including price, stock, delivery, installation, warranty, points, trade-ins, and limited-time sales. For large appliances like air conditioners, refrigerators, washing machines, and televisions, store-specific campaigns and regional initiatives significantly influence purchasing decisions. Meanwhile, consumer information gathering has expanded beyond search engines and price comparison sites to include generative AIs such as ChatGPT, Gemini, Claude, Perplexity, and Copilot. When users ask an AI, “Which campaigns are available if I buy home appliances this weekend?”, it is crucial for the AI to find official campaign information, organize its terms and conditions, and present it along with official URLs.
This survey does not evaluate the content of campaigns or the corporate stance of home appliance retailers. It was conducted to verify how well promotional information published on official websites is captured by general-purpose AIs in shopping consultations, aiming to clarify the issues related to information preparation required for e-commerce and retail businesses in the AI era.
Implications and Future Outlook
Campaign information needs to be structured not just for publication, but also in a way that AIs can find, understand the conditions, and re-present it within a purchasing context. If campaign names, target categories, periods, benefits, exclusion conditions, and official URLs are dispersed across different pages, AIs may only pick up parts of the information or prioritize other promotions. For campaign list pages, a machine-readable structure that can mechanically distinguish between ongoing, expired, regional, app-exclusive, manufacturer-sponsored, and payment provider-sponsored campaigns is also crucial. While humans can read a “campaign list,” it can be difficult for AIs to determine which official campaigns are currently active and which are merely reference information.
Furthermore, retail businesses need to regularly audit how their important campaigns are presented by major AIs. By checking AI responses at key purchasing times, such as at the start of a campaign, just before its end, or before weekends, it is expected that uncaptured information, the inclusion of expired details, or missing official URLs can be identified early.
This study is an exploratory investigation based on AI responses and official website information as of July 29, 2026. The target brands were initially limited to three. Each AI, brand, and prompt was tested once, and responses may vary even under identical conditions. Capture was determined by whether the official fixed campaign was explicitly mentioned by name; the accuracy of the presented dates, conditions, or official URLs was not included in this aggregation.
For a detailed report, please visit: https://stellagent.ai/ja/research/home-appliance-campaign-ai-catchup-survey-202607
About Stellagent Inc.
Stellagent Inc. develops agentic commerce platforms that support purchasing and booking experiences in the AI agent era.
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Company Name: Stellagent Inc.
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Representative: Akihiro Suzuki, Representative Director
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Location: WeWork, Ocean Gate Minatomirai 8F, 3-7-1 Minatomirai, Nishi-ku, Yokohama, Kanagawa
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Established: February 22, 2022
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Website: https://stellagent.ai/ja
Inquiries
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