Younger consumers are more open to AI search

Traditional search engines are still more popular than artificial intelligence, but that gap is closing among younger shoppers.

Close to seven-in-10 (68%) U.S. consumers prefer to conduct online searches using traditional engines such as Google and Bing, while 21% are more likely to use AI and 11% leverage both technologies equally. However, the “2026 State of Browsing Report” consumer survey from browser platform Shift reveals 47% of 18-to-24-year respondents prefer AI search.

Looking ahead, 44% of respondents expect to keep using traditional search as their primary search method while 22% expect they will use AI and search engines equally and 32% expect to use AI search tools more.

[READ MORE: Retailers need to optimize for AI search – here’s how]

When asked what they want from AI (more than one response accepted), respondents cited services including research assistance (49%), task automation (37%) and drafting written content (34%).

The survey also sheds light on generational differences in digital burnout. While 31% of boomer respondents say they never feel burnt out and 30% say they never have trouble disconnecting, younger generations report higher levels of burnout and difficulty disconnecting:

• 44% of Gen X respondents occasionally feel burnt out and 35% sometimes have trouble disconnecting. 
• 35% of millennials regularly feel burnt out and 30% often have trouble disconnecting. 
• 41% of Gen Z occasionally feel burnt out and 31% sometimes have trouble disconnecting.