Gen Z, AI, and their Impact on Legal Search Behavior

The Research Behind the Newest Search Habits

A new survey from Claneo and Appinio highlights just how far traditional search has drifted from its former dominance. While Google still holds a commanding presence, it no longer serves as the default gateway to information for every user or every purpose. The study, which included 2,000 participants across the U.S. and Germany, broke down search preferences by age and intent. It found that Americans, particularly those between 16 and 27, are now turning to a wide range of platforms to find answers, including AI chatbots, ecommerce sites, and video-based apps like TikTok and YouTube.

What makes this study stand out is how it deliberately avoided creating a population-representative sample. Instead, the data focused on equal representation across age groups to uncover behavioral differences. This approach revealed a clearer picture of how younger users are approaching search not as a one-size-fits-all activity but as a series of tasks that demand different tools depending on the context. Whether they’re looking to shop, learn, or create, users are building habits that don’t always include Google.

AI Tools Are No Longer a Novelty

Americans are growing increasingly comfortable using AI to search, generate content, and brainstorm ideas. The study found that 79% of respondents trust AI search tools and 77% trust AI chatbots. These numbers now place AI in the same league of user confidence as platforms like Amazon, Google, and YouTube.

What’s striking is how users are not limiting AI to basic fact-finding. Only 16% reported using AI exclusively for that purpose. The rest are turning to it for more open-ended or creative tasks such as writing, content ideation, or tackling questions that do not have a straightforward answer.

AI is becoming a go-to option in situations where traditional search engines once ruled. For law firms, this growing trust in AI reinforces the importance of staying current with how people are discovering and consuming information.

One Search Intent, Multiple Platforms

Users now choose platforms based on what they need and how involved the task is. For simple lookups, traditional search engines still get the most use. But when the question calls for more context or explanation, users are just as likely to turn to AI.

According to the survey, 47% of users still go to search engines for basic information. But for more complex queries, that number drops to 36%. At that point, many users prefer the conversational feel and deeper output of AI tools.

Product searches show a similar divide. Google and Amazon remain popular, but users are clearly splitting their attention. They select platforms with intention, depending on price and product type.

These patterns matter for law firms because they confirm that your future clients are not starting every search the same way. Reaching them means understanding where they are looking, and why.

Gen Z Isn’t Googling First

Younger users, particularly those aged 16 to 27, are building entirely new search habits. According to the study, over a third of Gen Z respondents now use AI chatbots to find information. They also favor platforms like YouTube and TikTok over traditional search engines when exploring topics or researching services.

Gen Z is not defaulting to Google out of habit like older generations. They are choosing tools based on which ones feel more intuitive, personalized, or useful for a specific search task. TikTok might be the starting point for discovery, while AI tools help them dig deeper. Google is just one option among many. We previously covered how Gen Z is shaping search habits in detail in the blog post here.

For attorneys, this means younger people may never enter a search query on a traditional engine to find a lawyer. If you’re still doing things the old way, 100% dependent on Google, this is your sign that your marketing strategy needs to evolve and include video content, AI-informed content placement, and a presence on multiple visual platforms.

Meeting Modern Search Habits with Smarter Strategy

Today, your potential clients are looking for answers across a multitude of platforms, not just on Google. That includes AI tools, video sharing websites, and social media networks. Younger audiences in particular are skipping search engines entirely, turning instead to sources that feel more direct, visual, and personalized.

TSEG helps law firms stay visible in this environment. We create strategies that account for how real users search now; whether that’s through AI-driven content, short-form video, or platform-specific campaigns. If your firm is only investing in traditional SEO, you are missing the channels that increasingly influence decision-making.

We help firms get found where it counts. Need help modernizing your firm’s search strategy? Set up a time to talk today.