Gen Z Dominates Search Usage, Google Enhances AI Role

JAKARTA, KOMPAS.com - The development of artificial intelligence (AI) technology is driving significant changes in how society uses search engines.

Google notes that Generation Z (Gen Z) is now the most active group of Search users, as well as the primary driver of the transformation of Search’s function from a mere information retrieval tool to an interactive intelligent partner.

Vice President of Google Southeast Asia and South Asia Frontier, Sapna Chadha, explained that with the latest technology such as Gemini 3.1, Search can now understand complex questions and deliver answers in a more natural conversational format.

This change makes the user experience more intuitive, quick, and relevant to everyday needs. The role of Search has evolved significantly with AI advancements.

“AI is transforming Search into an intelligent partner capable of conversational interactions and providing answers to complex and nuanced questions,” said Sapna virtually on Thursday (23/4/2026).

“Search has become an extension of Gen Z’s culture, helping them learn, take action, and explore the world they love,” she added.

Globally, Google’s data shows that users aged 18 to 24 who are logged in conduct more daily searches than other age groups.

With more than 5 trillion searches every year, Gen Z is a major contributor to the growth of Search usage worldwide.

“Southeast Asia has one of the youngest and most AI-native populations in the world, relying on Search to make smarter and more planned choices,” she explained.

Amid the proliferation of information on social media, Search serves as a source of verification. Gen Z often uses the platform to double-check trends they encounter, research brand reputations, read reviews, and compare prices before making purchases.

She stated that Search is now capable of more than just providing information. On the other hand, AI is making Search smarter, enabling interactions through conversations in various formats, and delivering answers to complex and nuanced questions.

“In Southeast Asia, the young population is highly AI-native, showing a tangible shift. For the current generation, Search has become a loyal companion,” she said.

“They interact more deeply, visually, and through voice compared to previous generations. Whether for learning, exploring interests, or making purchase decisions, they rely on Search for trusted choices,” she continued.