Gen Z is Google’s Most Active Users as AI Transforms Search Into an Intelligent Partner

• AI is turning Search into an intelligent partner that can converse interactively and provide answers to complex and nuanced questions.

• Gen Zs are the heaviest users of Search. Signed-in users globally aged 18 to 24 now issue more daily queries than any other age group. 

• Southeast Asia has one of the youngest, most digitally native populations in the world, and they use Search to make decisions they can trust.

• Search is an extension of Gen Z culture helping them learn, take action and explore the world they love.

  
  

Gen Z is now the most active generation on Search, a trend clearly reflected in the way people across Southeast Asia including Thailand are engaging with the platform. AI is taking Search beyond its foundation of providing information, transforming it into a truly intelligent partner. Powered by Google’s most advanced multi-modal reasoning model Gemini 3.1, Search can have an intuitive, back-and-forth conversation and it will get people’s complex and highly nuanced intent. 

As AI natives, this shift resonates with Gen Zs. They are no longer just entering keywords. They are researching, planning, brainstorming, and even having conversations with Search. AI-powered features like AI Mode and Search Live make it faster, more natural, and more intuitive to find and act on information, allowing people to search in multimodal ways including text, voice and visual. As a result, Gen Z has emerged as the most active generation on Search. Signed-in users globally aged 18 to 24 now issue more daily queries than any other age group. Google sees over 5 trillion searches annually with Gen Z driving this growth, showing Search is more relevant than ever.

Southeast Asia’s young, AI-native population uses Search to make decisions they can trust

In Southeast Asia, this shift is even more undeniable. The region has one of the youngest, most AI native populations in the world who are leaning into Search to make smarter, more intentional choices: 

• In Thailand, 82% of Gen Zs use Search throughout their entire shopping journey—from discovery all the way to the final purchase.

• In the Philippines, 89% of Gen Zs use Google every single day.

• In Indonesia, that number jumps even higher to 89%.

These days, social media might be where Gen Z discovers a trend, but Search is where they deep-dive about it and fact-check it. Instead of simply following a viral hype or long queues, they use Google reviews on Maps to find the truth behind the filter. They rely on Search to look up a brand's history, find honest feedback, and compare prices to see if a product is actually worth the buzz. Search provides the credibility they need to make a move. 

That’s because Search remains grounded in trust. When people use Search to ask questions, Google cross-checks AI responses and provides clickable sources for quick validation.

“As a lifestyle content creator, I use Search almost every day, whether for finding restaurants or cafes for creating content. I really like using Google AI Overview. It tells me where the parking is or what floor a shop is on, which is very helpful. Just search or use Search Live, where you can just press and speak, and it provides answers immediately. It makes my life so much easier,” said Methawee ‘Nonny’ Chonwilai, the creator of Nonnydotcom. 

“I also like using Google Lens to take photos of beautiful outfits or shirts to find out where to buy them, what they're called, or the brand name. With Google Lens, you just snap a photo and find out instantly,” she added.

“AI is the best thing that has happened to Search. Today, it can do much more than just provide information. AI is making Search more intelligent so it can converse interactively across formats and provide answers to people's complex and nuanced questions. In Southeast Asia—home to one of the world's youngest, most AI-native populations—we are seeing this shift play out in real-time. For this generation, Search has become a constant companion. They are engaging more deeply, visually, and through voice than any group before them. Whether it's for learning, exploring a personal passion or making a high-stakes purchase, they rely on Search to make decisions they can trust,” said Sapna Chadha, Vice President, Google Southeast Asia and South Asia Frontier

Search is a natural extension of Gen Z fandoms and culture

For Gen Zs, Search is more than a utility. It is a digital home for their daily lives and passions. When it comes to what they love, Google is a natural extension of their fandoms, turning their curiosity into an immersive experience through hidden moments in Search called Easter Eggs. 

From interactive trivia quests for icons like Taylor Swift, BTS, and the Southeast Asia Coachella sensation BINI, to adorable viral sensations like Punch the Monkey, Search speaks the language of Gen Zs. More than an intelligent engine, Search is part of the world that Gen Zs love.

Beyond these curated moments, Search reflects the real-time heartbeat of Gen Z culture through Google Trends. When a conversation starts buzzing, Trends allows people to tap into the pulse of the dialogue, providing the insights they need to join in and take action.

Take Thailand’s ‘Lotus Craze’. What began as a Gen Z aesthetic for fashion and lifestyle quickly blossomed into a national sensation. As the trend peaked, people turned to Google to research the flower, find popular photo spots and locate local sellers, creating an almost 100% spike in search interest. Their digital curiosity created a direct economic boost for local SMEs, proving that Gen Z’s digital passions have real-world impact.