Recent data show that 35% of Gen Z (ages approximately 16–27) now use AI chatbots for search instead of traditional search engines. A report by Search Engine Land found that 34% of Gen Z say they rely on AI chatbots for search queries , higher than any older demographic , reflecting a clear shift in how younger users seek information.
Gen Z & AI Search: A New Norm
- According to PYMNTS Intelligence, Gen Z and millennials are increasingly turning to AI-powered assistants for online search and research.
- A 2025 survey shows that many Gen Zers use AI chatbots not only for quick answers, but also for advice, content summaries and interactive engagement, often preferring conversational responses over a list of links.
- The trend reflects a broader change in user expectations: Gen Z values speed, clarity and personalization rather than sifting through pages of search results.
Implications for Brands and Content Strategy
This shift has major consequences for brands that rely on visibility through search. Traditional SEO remains important. But if audiences increasingly begin with AI chat interfaces rather than web search engines, visibility depends on how easily AI systems can parse, interpret and reference a website’s content.
That is why doing a website audit for better AI visibility has become essential. A thorough website audit can reveal issues such as poor metadata, broken structure, slow loading times, weak schema markup, or ambiguous content signals. Addressing these issues ensures that AI chatbots and assistants can properly index, reference and surface content , giving brands a better chance to appear in AI-powered answers.
Expert View from Anatolii Ulitovskyi, CEO at UNmiss
“For many Gen Z users, AI chatbots are the new entry point for discovery and research. If your website is not optimized for AI indexing, you risk being invisible. A complete website audit is the foundational step to ensure your brand remains discoverable in the AI-first era.”
