Study on AI use: Swiss Gen Z puts an end to Google

41 % of Swiss Gen Z already prefer ChatGPT to Google when it comes to searching for information. This is the result of a representative study by the Swiss web agency Beyondweb. The study on the use of AI by Gen Z in Switzerland reveals that search behavior, trust in artificial intelligence and the future prospects of the younger generation are changing rapidly. This is also having a demonstrable impact on how Swiss students learn and work - with direct consequences for their professional lives.

How long will Google remain the most popular research tool?

Just over half of the respondents in the study stated that they use Google more often than ChatGPT. On the other hand, 31 % of Gen Z use ChatGPT primarily because it provides them with precise answers immediately - without a flood of advertising and tedious source searches. "Google is like a huge library where you have to search for a long time to find the right book. ChatGPT, on the other hand, is like a personal assistant that has the answer ready and waiting," explains study author Ato Herzig from Beyondweb. "There is a tendency for ChatGPT to become more popular as a research tool than Google."

Noticeable digital gender gap in AI

There are also differences between the genders: men rely on AI more often: 58 % prefer ChatGPT to search for information, while women continue to trust Google with 51 %. The frequency of use also differs - 52 % of men use ChatGPT daily, compared to only 34 % of women. "Studies by Harvard Business School and the Bank for International Settlements show that there is up to 40 % less AI adoption among women worldwide," explains Herzig. "Possible reasons could be that women more often express ethical concerns and fear that AI will be interpreted as an 'unfair advantage' in the workplace," he estimates.

Of the women who use AI, 12 % have full confidence in the technology. The figure for men is only 2 %. It remains unclear why this is the case - whether it is due to different communication patterns or more targeted use.

Is a machine really creative?

While 45 % of non-academics surveyed believe that AI can replicate human creativity, only 31 % of students do. You can see an educational divide here: People with university degrees tend to view creativity as a deeply rooted human process. "It's like modern art - some see it as pure technique, others as something unique," explains co-author Kim von Däniken. "Gen Z is divided on whether AI is more the painter or just the brush."

Looking for answers instead of finding them

The study shows that search engine optimization (SEO), marketing strategies and educational offers must adapt to this development. Those who rely solely on Google for marketing today could be overtaken by an AI-based strategy tomorrow.

At the same time, the education system must respond to the fact that students are increasingly using AI as a research tool as a matter of course: Instead of strict prohibitions, new concepts are needed to integrate its use into the learning process in a meaningful way. The next generations will grow up in a world in which knowledge is no longer sought, but delivered. According to Kim von Däniken, the study on AI use in Switzerland underlines the fact that Web 4.0 is not far off: "Google was the compass - ChatGPT will become the navigator of the future."

In March 2025, a standardized online survey was conducted in Switzerland with 204 people from Generation Z (born between 1995 and 2010). The sample was segmented according to gender and level of education. The survey was conducted using an online questionnaire with closed and supplementary open questions. Quality assurance was ensured via a market research platform, which ensured a targeted selection of participants and the verification of the data. After the survey was completed, the closed questions were statistically evaluated and the open answers were analyzed thematically. More information on the methodology and the complete study can be found on the Website of Beyondweb.