The news: As Gen Zers’ experimentation with AI grows, a functional divide is emerging—AI versus traditional search.

• 57% of US Gen Z chatbot users ages 15 to 28 turn to traditional search when they want trustworthy answers, compared with 24% who prefer AI for those responses, per a Gracenote survey.
• 54% look to AI for direct answers, versus 33% who choose traditional search.
• 50% prefer AI when they want comprehensive results, over one-third who turn to traditional search for the same.

And while 54% of those US Gen Zers prefer traditional search for its familiarity—over AI at 27%—two-thirds (65%) have increased their AI usage in the previous 12 to 18 months. Only 3% have decreased usage.

The bigger picture: Search and chatbot strategies are reliant on a key attribute—trust.

• If users are seeking synthesized or exploratory answers, they may turn to AI tools that can deliver context and speed.
• Consumers go to traditional search when accuracy feels more critical and where familiar formats and multiple source links can reinforce credibility.

Over time, as AI outputs become more reliable, improvements in trustworthiness could move more high-intent queries into AI-driven experiences. For now, search is still where the bulk of users live—genAI engines account for just 3.3% of online discovery time in the US, per Comscore data analyzed by EMARKETER.

Recommendations for marketers: A split in AI versus search behavior means marketers will need to accommodate by aligning campaign strategies with user intent. Brands have an opportunity to show up throughout users’ online experiences by optimizing for both ecosystems.

• For AI: Use content on websites that’s high-context and conversational to increase the likelihood of being indexed in chatbot answers.
• For search: Establish credibility signals in traditional search by providing clear sourcing, product information, and site background information to win trust within verification-driven queries.