As artificial intelligence continues to evolve, the search landscape is shifting significantly. Traditional search engines are gradually giving way to AI-generated content and increasingly influential social media platforms.

This transition highlights the growing need for brands to establish a strong social media presence. They must also ensure that online information remains accurate and up to date to preserve consumer trust and stay competitive in a changing digital environment.

New research from WARC shows a notable shift in search behavior among Gen Z, with 48 percent now turning more often to social and video platforms for information.

The study, conducted in partnership with TikTok and Richard Shotton, reveals that 86 percent of Gen Z internet users search on TikTok weekly. This figure is nearly on par with the 90 percent who use traditional search engines and exceeds those searching on online marketplaces (75 percent) and the leading AI platform (60 percent).

As search habits evolve, especially among Gen Z and Millennials, marketers are being urged to rethink their search advertising strategies. These younger audiences are increasingly turning to platforms like TikTok and Instagram rather than traditional engines like Google and Bing across almost every search category.

Despite these changes, search remains a core digital behavior. According to the research, 72 percent of weekly U.S. search users perform at least one search each day.

The survey also indicates that 30 percent of users are twice as likely to search on social and video platforms compared to AI tools, which only attract 14 percent. Among TikTok users, 38 percent begin their search on traditional engines before moving to the app, while 34 percent start on TikTok and later use conventional search tools.

As the search landscape continues to transform, users now have more paths than ever to explore information beyond standard engines. While AI dominates conversations, the report offers a grounded insight. Search is not just about obtaining answers—it is also fueled by curiosity and the desire to discover. In fact, 35 percent of TikTok users say the content they see on the platform inspires them to search further.

A recent analysis stresses the need for more integrated and agile marketing strategies. It notes that search is often isolated from other media, budgets, and teams. To stay ahead, brands must adopt a discovery-driven approach. They need to align content with user intent—from inspiration to purchase—and connect with audiences before confirmation bias sets in.

This growing shift in behavior places platforms like Instagram and TikTok at the center of brand discovery for Gen Z. These platforms are replacing traditional engines when it comes to product recommendations, brand exploration, and user reviews.

For marketers, this marks a critical turning point. It reinforces the need to be present and active where younger audiences spend their time.

Older generations are also adapting. Many now use AI assistants and voice-activated tools to get direct answers, bypassing the traditional list-based search model. As digital expectations rise, businesses must ensure that key online information—such as operating hours, addresses, and service details—remains accurate and easy to access. This is vital for sustaining trust and maintaining visibility in the rapidly changing search ecosystem.

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