45% of 18-24 year olds actively click links to verify AI-provided information, the highest rate of any group
YouTube has dethroned Google as Gen Z’s search engine of choice
Gen Z’s Google use has dropped by 15% from 2025 to 2026
Britain's youngest adults are embracing AI faster than any other generation- but they're also becoming its toughest fact-checkers, according to new research from a performance marketing agency based in Kent.
In its latest quarterly SearchPulse report, experts at Reflect Digital found that 45% of 18-24s actively click links to verify AI-provided product information, the highest rate of any age group.
Not only are young Brits increasingly keen to validate and scrutinise sources, but they are also using different search platforms compared to other generations. The Searchpulse data shows that YouTube has dethroned Google as Gen Z’s search engine of choice, with almost 60% of 18 - 24 year olds now regularly using YouTube to search, with their Google use dropping by 15% from 2025 to 2026.
Instagram (51%) and TikTok (50%) are close behind, suggesting Gen Z’s search behaviour is dominated by a wall of visual platforms driven by a desire for authenticity, social proof and tangible evidence.
Becky Simms, founder and CEO of Reflect Digital, said of the findings,
“Whilst the youngest generation may be comfortable using AI to get answers faster, the data indicates they’re also feeling wary about what they may be losing in the process.
“It is widely believed that young Brits are not suspicious of AI, which is clearly not true. Our report demonstrates that Gen Z is highly sceptical because they understand the technology at a deeper level and are more aware of its drawbacks.
“The generation has grown up with information at their fingertips and as a result, they want to verify their answers and double check facts before making a significant purchase online or creating a travel itinerary for their dream holiday destination. Video platforms give them a way to do this by providing context, proof and reassurance that a text result or AI-generated answer often can’t.”
The AI hesitancy continues when it comes to Brits’ online shopping experience, with almost half (46%) of the population uncomfortable letting an AI tool complete their online checkout expressing concerns over security and accuracy.
For DIY and home improvement searches, speed is key for the time-poor under 45s, who want their AI tool of choice to provide quick and well-supported answers to get the job done, compared to the over 45s who are extremely thorough, prioritising the most detailed and verifiable answers.
“Our latest Searchpulse report suggests that AI adoption doesn’t automatically translate into trust. Even amongst Britain’s young adults, who are the most frequent AI users, there are still concerns over security, decision-making and the inherently human desire for control over high-risk tasks. It certainly raises questions about whether consumers will ever trust AI to be our true personal assistants, but through our Searchpulse report it’s becoming increasingly clear that attitudes are shaped by use, context and trust rather than age alone,” added Becky.
To download and read the Searchpulse report, please visit Reflect Digital's website.
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