The End of Search? – How Gen Z is shifting from Google to Generative AI

Abstract

This study examines the shifting digital discovery habits of Generation Z (Gen Z), specifically focusing on the transition from traditional search engines like Google to Generative AI tools such as ChatGPT and Gemini. Using Information Foraging Theory and the Zero-Click search phenomenon as a framework, the research utilized a quantitative survey of 26 participants; the results are based on 17 verified Gen Z respondents who met the study’s specific criteria. The survey focused on Gen Z "digital natives" to determine their usage frequency, behavioural factors, and trust in emerging technologies. The results indicate that while the older Gen Z respondents in this sample exploratory pilot study use AI for high-effort cognitive tasks—such as summarizing long texts (47.1%) and providing complex explanations (41.2%)—traditional search remains the dominant gateway to brand discovery. Google was the first choice for 64.7% of respondents when looking for new products. A significant "Trust Barrier" was identified within this sample, with 76.5% of participants having made no AI-driven purchases in the last 30 days. Furthermore, the study found a high level of "verification habit" among these participants (mean 4.12/5.0), where users feel compelled to verify AI claims via traditional links. The study concludes that among these older Gen Z respondents, AI offers superior speed, it currently lacks the authority and transparency required to replace traditional search engines in the consumer buying journey.