Google still leads, but Gen Z...

AI search generation

Younger generations are shifting toward specialized, multi-platform search, and surprisingly high trust in AI is accelerating the trend, according to new survey data.

Why we care. Searching is no longer synonymous with “Googling.” While traditional search engines still dominate for information retrieval, Americans are also turning to social media, AI tools, and ecommerce platforms, depending on what they’re searching for and who they are.

AI trust is high. AI tools are gaining traction and user confidence:

  • 79% of Americans trust AI search engines.
  • 77% trust AI chatbots.
  • This means users trust AI nearly as much as Amazon (87%), Google, and YouTube (both at 86%).
Trust in online platforms

AI is being used for everything from information gathering (19%) to creative tasks (17%) and text creation (15%). Only 16% use AI solely for simple fact-finding.

Search is becoming highly specialized. Platform use now depends on the type and complexity of the search.

  • For simple information, 47% use search engines; 28% opt for AI chatbots and 23% for AI search.
  • For complex information, search engines drop to 36%; 27% opt for AI chatbots and 21% for AI search.
What do you mainly use the platforms for? Simple vs. complex information

Product searches are also fragmented:

  • Search engines (44%) and Amazon (41%) dominated general product searches.
  • For affordable products, Walmart took the lead (55%).
  • For expensive items, Amazon and eBay tied at 22%.

Younger generations are driving the search shift. Americans aged 16–27 use AI and visual platforms more than any other group:

  • 34% of Gen Z use AI chatbots for search, far above other age groups.
  • They favor platforms like YouTube (68%), Instagram (65%), and TikTok (58%) over traditional search engines.
Where do you search for information online? Young people increasingly use social media and AI chatbots for search

They’re also more open to experimenting with platform-specific search behavior based on their intent – using TikTok for discovery, AI for research, and Google only when it suits the task.

About the data. The survey was conducted April 1-2 via Appinio, using a panel of 2,000 respondents – 1,000 each in the U.S. and Germany. The U.S. sample was evenly split by gender and across four age groups (16–27, 28–39, 40–51, 52–99), with 250 participants in each. A population-representative sample was deliberately avoided to allow for clear age-group comparisons.

The report. State of Search 2025: Insights into American Online Search Behavior

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