The Future of Search: The Rise of Social Search Among GenZ

Mar 10, 2023

2:30pm – 3:30pm CT

Recording: The Future of Search: The Rise of Social Search Among GenZ, Mar 10, 2023

It’s virtually impossible to imagine the past two decades of surfing online without search. Companies like Google and Bing have successfully built immense (and lasting) value around it. But things are changing — and they are changing quickly.

Today's search landscape has shifted significantly. More users — with Gen Z in the lead — turn to social platforms like TikTok and Instagram to search for the answers they are looking for. Nearly 40% of Gen Z prefers using TikTok and Instagram for search over Google, according to Google's internal data. For a generation that seeks authenticity and hates overly promotional ads, Conversational AI is also taking over search, with Microsoft announcing that they will be incorporating ChatGPT into Bing and Google rolling out their ChatGPT Rival, Bard.

Programming descriptions are generated by participants and do not necessarily reflect the opinions of SXSW.

photo of Dulma Altan
photo of Jacob Bolvig
Jacob Bolvig


photo of Mostafa ElBermawy
photo of Laura Vestal
Laura Vestal


Primary Access
Platinum Badge
Interactive Badge
Secondary Access
Music Badge
Film & TV Badge