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Younger users in Southeast Asia turn to Search for deeper research, trusted decisions and everyday discovery
Gen Z is now the most active generation on Search, a shift that is clearly reflected in how people across Southeast Asia, including Malaysia, engage with the platform.
Artificial intelligence (AI) is taking Search beyond its role as an information tool, transforming it into a more intuitive, intelligent partner. Powered by Google’s multi-modal reasoning model Gemini 3.1, Search now supports back-and-forth conversations while understanding more complex and nuanced queries.
From keywords to conversations
For Gen Z, this evolution feels natural. As digital natives, they are no longer just typing keywords. They are researching, planning, brainstorming and even “talking” to Search. Features such as AI Mode and Search Live make the experience faster and more seamless, allowing users to search through text, voice and visuals. As a result, users aged 18 to 24 now issue more daily queries than any other age group globally, contributing to more than 5 trillion searches each year.
Southeast Asia’s growing AI search habits
In Southeast Asia, the trend is even more pronounced. The region’s young, digitally savvy population is increasingly turning to Search to understand the world better and make informed decisions.
Interest in AI-powered search here is three times the global average while Malaysia ranks among the top 20 countries for multimodal AI search usage. The search journey is also evolving, with AI-powered features making it easier to move from discovery to purchase within the same platform.
Search becomes trusted decision-making tool
While social media may spark initial interest, Search is where Gen Z goes to dig deeper. From checking Google reviews on Maps to comparing prices and researching brands, it remains a trusted space to verify information before making decisions.
This layer of credibility continues to anchor Search, with AI responses supported by
cross-checked sources and clickable references.
“I am always keeping up with the latest AI trends. With AI Mode in Google Search, I can now bring everything together in one place. It organises the information for me, so I can quickly identify what matters and turn it into content ideas. It saves me a lot of time, and it has been a game changer for how I create content,” said Malaysian AI content creator Sherlyn Heon.
“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,” said Google Southeast Asia and South Asia Frontier vice president Sapna Chadha.
She added in Southeast Asia, one of the world’s youngest and most AI-native regions, this shift is already unfolding in real time. Search has become a constant companion for Gen Z, who engage more deeply through visual, voice and interactive formats, relying on it for everything from learning to major purchasing decisions.
Search as a hub for culture and fandom
For Gen Z, Search is also an extension of culture and fandom. It goes beyond utility, becoming a space where interests come alive through interactive features and hidden “Easter eggs”. From global stars such asTaylor Swift and BTS to regional acts (Bini), Search taps into what Gen Z loves, turning curiosity into an experience.
Tapping into trends and real-time conversations
At the same time, platforms such as Google Trends reflect real-time conversations, allowing users to tap into what is happening and join the moment. In Malaysia, this is especially visible in K-pop fandoms, where spikes in searches help fans connect, discover content and engage with their communities.
How Gen Z is redefining the future of search
As AI continues to reshape how people search, Gen Z is leading the way, using it not just to find answers, but to explore, create and make decisions with confidence.
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