Where Does Gen Z Search in the Age of AI?
Simply click and drag your
cursor over a passage of
text from the article below
to tweet or share.
Author: Lucy Hunter, Social Media Coordinator at UMM
It’s 2026. Everything feels more confusing than ever, including how we search. Gen Z has broken the mould, ditching single platforms for a chaotic mix of social scrolls, AI prompts, and Google checks. It’s not one journey but many, proving brands can’t rely on just one channel to be found.
Every day, I’m plagued with the same stressful question: what am I going to get for lunch today?
And I’d guess most of you are too. So where do you go when you’re researching? Your favourite social app, the old trusty Google, or the new contested contender, AI?
After conducting a very “scientific” study around the UMM office (aka me asking the other Gen Z sitting near me… and Marley, our honorary millennial), about their preferred search methods, about their preferred search methods, the answer seemed to be the same across the board: it depends.
And that’s exactly the point.
SOCIAL MEDIA INSPIRES
So, where does Gen Z’s search actually start? Speaking for myself, it usually begins with a scroll through both TikTok and Instagram. Not because I know what I want to eat for lunch, but because I don’t know. I’m hungry for inspiration. Literally hungry.
That’s why, for many of us Gen Z, social media is the first port of call. Users want to see what people are trying, get a feel for a place or product, and decide what’s actually worth their money. Basically, social media has become a peer-driven search engine for Gen Z, providing personalised recommendations that feel like they’ve come straight from your mates.
@racheleatssss Stalking their insta so you know what to choose 🤣 #food #restaurant #brunch #tastetest #fyp ♬ charli xcx 360 sped up – EX7STENCE™
Research backs up my less-than-scientific hypothesis, with 67% of Gen Z searching on Instagram and 62% using TikTok. In fact, 40% of Australian Gen Z prefer searching for brands and products on these platforms, reinforcing the shift away from traditional search methods.
Take @radiotacoau, for example. Driving early-stage discovery through social, they share captivating, in-the-moment content of their kitchen and store in action, paired with collaborations across major platforms and creators to amplify reach, turning scrolls into cravings and discovery directly within the feed.
@lauraelizabeth6 Friday night date night was v fun @Radio Taco #taco #radiotaco #tacoschippendale ♬ original sound – Laura Elizabeth
ENTER THE NEW PLAYER: AI
Now that I’ve finally figured out what I was craving (today: a sandwich), the next step is finding the best spot near me. And that’s where AI enters the Gen Z search ecosystem.
AI has quickly become the shortcut. Research shows that 71% of Australian Gen Z are now using AI weekly, with two in three replacing Google with it. Some even trust its guidance for some crazy situations…
@iliasgoh i am obsessed with @chatgpt fr, are you?😂✌🏻 #genz #ai #chatgpt #skit #actor ♬ original sound – ilias – Ilias Goh
AI doesn’t “search” the way Google does; it learns from patterns found in massive amounts of online content. Which means the more a brand shows up across the internet, the more likely it is to be recognised and reflected in AI-generated answers. PR isn’t just about getting your name out there anymore; it’s about making sure the model knows who you are. Not sure what GEO is? Our clever UMMers have already unpacked it here.
While AI is one of the fastest-growing technologies in history, with an expected annual growth rate of 36.6% between 2023 and 2026, it may evolve into a single destination for search, where users no longer need to look elsewhere.
But, as of right now, search is a multi-platform experience. For brands, discovery now means being present across everything and anything. So if you want me to see your sandwich shop, you’ll need to be more than just delicious; you’ll need to be discoverable.
DON’T WORRY, GOOGLE—YOU’RE STILL RELEVANT
To round out my ultimate sandwich search (my stomach rumbling is becoming audible at this stage), I rely on trusty Google. That’s right, it’s not out of date just yet. In fact, 61% of Gen Z still use Google, proving that the classic search engine still plays a key role in the search ecosystem.
After using TikTok for inspiration and AI to narrow options, I landed on @goodwaysdeli. My search doesn’t end there: I check Instagram for a final visual look, then consult Google for logistics—where is this place, how long will it take to get there, and is the walk worth it? Judging by their sandwiches, I’d say so.
View this post on Instagram
This is where Google remains relevant. It’s not just about discovery anymore; it’s about verification. The address, the distance, the reviews, and the final sense check before committing. And that’s how I know Good Ways Deli satisfies even the most picky eaters.
JUST LIKE A GOOD SAMMY, SEARCH IS LAYERED
So yes, the sandwich was great. But the takeaway?
Gen Z’s search journey is an interconnected ecosystem: social media sparks inspiration, AI filters options, and Google validates decisions. For brands, the main takeaway is clear: show up across all three or risk being missed along the journey. If this all sounds too complicated, don’t worry, we can help get your brand noticed wherever people are searching. Just get in touch.
P.S. We also have pretty good lunch recs.
