Summary
Gen Z is reshaping how people search online, forcing marketers to rethink traditional intent models. Rather than relying on simple keywords and linear funnels, younger users blend voice, image, conversational queries, and iterative discovery to express intent. This shift means brands must invest in AI to interpret signals at scale and respond in real time. Search now happens across platforms and formats, and intent forms dynamically during exploration, not just at purchase. To win future demand, companies must prioritise relevance at the moment of need, not legacy visibility.
Marketing Week
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