Internet search in Germany is undergoing a historic turning point in 2025. A large-scale study by technology company Yext, published in July under the title “The Rise of the AI Search Archetypes”, documents a profound shift in how people access information. The key finding: three out of four Germans now use AI-powered search solutions more frequently than they did a year ago. Generation Z in particular is moving away from traditional search engines and instead turning to generative AI tools such as ChatGPT or Gemini – as well as social media platforms, which for many younger users have long become both search engine and source of inspiration.
This trend is accompanied by a striking growth in trust. Sixty-four per cent of German respondents said they trust the results provided by AI search tools – a figure slightly above the global average. Usage is also becoming part of everyday life: 38 per cent of Germans already use generative AI daily or more often, while a further 32 per cent do so several times a week. AI-powered systems are thus evolving into indispensable companions not only for creative tasks but increasingly for targeted information retrieval.
The Yext study highlights significant generational differences. While Generation Z and Millennials are relying heavily on AI and social media, Baby Boomers and older generations remain loyal to traditional search engines. For in-depth research and trust-based information, they continue to prefer Google or established online portals.
The consequences of this shift are far-reaching – not least for traditional media houses. Since the spring of 2025, Google has been rolling out “AI Overviews” in Germany, placing AI-generated summaries directly above standard search results. Analyses show that even top-ranking organic search positions have lost up to seven percentage points in click-through rates. For some publishers, this has translated into traffic losses of as much as 60 per cent. The trend towards so-called “zero-click searches” intensifies the impact: users increasingly receive their answers directly on Google’s page, reducing the need to click through to external sources. According to Gartner, global organic traffic could fall by as much as 25 per cent as a result.
A paradigm shift is clearly underway. Traditional media and SEO strategies that have long relied on visibility within Google’s search ecosystem are under mounting pressure. Brands will need to rethink their approaches and adapt to AI-driven search mechanisms if they wish to remain relevant.
The conclusion of the study is unequivocal: Germany is experiencing a massive shift towards AI-led search behaviour in 2025. Younger users already prefer AI-powered research, trust in AI-generated results is rising, and the repercussions are reshaping the entire media landscape. The search engine of the future is no longer simply a portal pointing to external sources – it is increasingly becoming the answer itself. For companies, media organisations and consumers alike, the rules of the digital information space are being rewritten.
