[About 60% of the Alpha Generation Use AI on a Daily Basis]

Tokyu Agency Co., Ltd. (Headquarters: Minato-ku, Tokyo; Representative Director, President, and CEO: Toshiyuki Takasaka) is pleased to announce that “αFind,” an α-Generation design firm that supports marketing activities targeting the α-Generation—the next generation of consumers—has conducted a “Survey on Attitudes Toward AI Use” among upper-grade elementary school students (primarily ages 10–12) to clarify the actual state of AI usage among the “α-Generation (ages 1–15),”to shed light on their actual AI usage, has conducted an “AI Usage Awareness Survey” targeting upper-grade elementary school students (primarily ages 10–12).

The survey revealed that among the “Alpha Generation,” the AI usage rate has already reached nearly 60% (60.5%), and that they spend an amount of time on AI equivalent to that spent on major social media platforms such as Instagram and X (formerly Twitter).

■ Survey Overview

Survey Title: “The Actual State of AI Use Among the Alpha Generation”

Survey Method: Online survey, supplemented by some online interviews

Survey Participants: Boys and girls aged 10–12 (Generation Alpha), and men and women aged 16–29 (Generation Z)

Sample Size: 4,237 respondents

Survey Period: March 20, 2026 – March 22, 2026

■Key Findings

Approximately 60% (60.5%) of Generation Alpha use AI. In terms of time spent using it, this is roughly on par with social media.

For Generation Alpha, AI is “a friend they can talk to without holding back” (42.9%).

When seeking advice on romantic concerns, “AI” and “friends” tied for first place as the most trusted sources among the Alpha Generation (21.6%).

When given an unsatisfactory response, 72.9% of the Alpha Generation “change their instructions and make it try again multiple times.” This figure significantly exceeds the 62.2% among Generation Z.

Generation Alpha harbors strong anxiety about “losing their ability to think for themselves by relying too much on AI” (43.2%). This figure is roughly double that of Generation Z (22.6%), highlighting the reality that they are torn between enjoying the convenience of AI and preserving their independence.

■ Survey Results in Detail

[1] AI Becomes Part of Daily Infrastructure: Exceeding Time Spent on Social Media, It Becomes a Major Medium of Engagement

Regarding usage and time spent on various media, the AI usage rate among Generation Alpha as a whole stands at 60.5%, indicating that it is already becoming a major tool for this generation. Furthermore, the average daily AI usage time was “31 minutes,” surpassing that of “Instagram (28 minutes)” and “X (24 minutes).”This indicates that AI—which is easily accessible—is emerging as a primary medium of daily engagement, replacing major social media platforms that have barriers such as age restrictions.

Do you use AI?

Daily engagement time (in minutes) for each platform

[2] AI is a “friend you can talk to without holding back.” People are seeking emotional connections.

When asked what AI represents to them, 42.9% of Generation Alpha responded that it is a “friend they can talk to without worrying about what they say,” significantly surpassing the response “a convenient tool” (21.6%).Furthermore, in response to the question “Who do you turn to for advice about romance?”, 21.6% of 10- to 12-year-olds answered “AI (such as ChatGPT).” This figure matched the percentage for “friends (21.6%)” and was double that of “parents (10.8%).”It seems a new type of relationship—between people and AI—is emerging, where children feel they can easily confide in AI, which presents a lower psychological barrier, about sensitive romantic concerns that might be difficult to discuss with friends.

What Does AI Mean to the Alpha Generation?

Who do they turn to when they’re struggling with romance?

[3] AI is a “partner who helps find answers through conversation.” What the Alpha Generation seeks is not a reduction in time or effort, but the dialogue with AI itself—the very process of arriving at an answer.

When AI provides an unsatisfactory answer, 72.9% of the Alpha Generation said they would “change the prompt and have it try again as many times as necessary” (significantly higher than the 62.2% for Gen Z as a whole).Furthermore, 56.7% view AI as “similar to a ‘friend or partner’ with whom they can think and chat together.” This clearly demonstrates an approach focused on refining answers through mutual dialogue, rather than treating AI as a “subordinate or tool” that simply carries out commands.

Dealing with Unsatisfactory Responses

Is AI a Tool or a Friend?

[4] Generation Alpha feels strong anxiety about a “decline in critical thinking skills.” They are torn between a desire to rely on AI and a sense of unease.

Regarding “concerns about using AI,” 43.2% of Generation Alpha responded that they were “very anxious” about “relying too much on AI and losing the ability to think for themselves.” This figure is significantly higher than the 22.6% reported by Generation Z.This highlights the Gen Alpha’s real-life psychological struggle: while relying on AI as a “partner,” they grapple daily with deep inner conflict, wondering, “If this continues, won’t I lose the ability to think for myself?” We believe one reason for this is that they are constantly reminded by their parents and the media—including news outlets—about the importance of critical thinking and the need to set limits on AI use.It also reveals a humble side of Generation Alpha, who never forget to seek advice from those close to them even when relying on AI.

Concerns About Using AI

Reasons for Anxiety About Using AI in the Future

[Analysis] “AI Is Becoming a Mental Partner for the Alpha Generation”

The results of this survey highlight the reality that the Alpha Generation is building an extremely deep relationship with AI—not merely as a convenient technology, but as an emotional partner.

Most symbolic of this is the fact that, instead of major social media platforms with age restrictions, AI has become their primary daily point of contact and serves as a confidant “closer than a parent, yet on par with a friend.”This signifies a paradigm shift: whereas the internet has traditionally been a “tool for connecting with others,” AI itself has begun to function as an “alternative friend” that serves as a conversation partner.

Furthermore, while adults and businesspeople tend to use AI primarily to save time and effort, more than 70% of the Alpha Generation responded that they “rewrite prompts and have the AI try again until they’re satisfied” and view it as “more of a friend or partner than a tool.”This suggests that, rather than engaging in one-sided, passive consumption, they enjoy the process of refining answers through two-way dialogue just as much as they enjoy communicating with friends.

However, they are by no means blindly dependent on AI. They harbor a strong sense of conflict and anxiety—far greater than adults might imagine—that they might “lose the ability to think for themselves.”

This survey on AI usage among Generation Alpha has come to symbolize the true psychology of “the generation facing ethical considerations regarding AI sooner than any other in human history.”

Commentary: Akiko Yamada, αFind Member

Tokyu Agency Co., Ltd., Solution Promotion Division, Strategy Design Bureau

Akiko Yamada

As a strategic planner, she has developed marketing strategies for numerous companies, including major restaurant chains and cosmetics firms. As a founding member of αFind, she is engaged in research on the Alpha Generation from the perspectives of corporate activities and communication.

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