While information consumption is shifting rapidly across the board, Generation Z embodies this structural change. For them, the decline of traditional media isn’t a transition—it is their baseline reality. Having never known the «golden age» of print, they have come of age in an ecosystem defined by social media, algorithms, and the rise of generative AI.
From media to algorithms: a shift in access points
One of the most revealing facts about this transformation is that, according to Salesforce, 70% of Generation Z uses ChatGPT instead of traditional search engines to get information. This behaviour is not anecdotal: it reflects a profound shift in the point of access to information. Young people no longer directly “enter” the media, instead, they receive synthesized answers from conversational assistants or short, visual content through platforms such as TikTok.
This phenomenon is known as “searchless internet,” a model in which users receive exactly the answers they need without having to navigate through multiple links. It also represents a structural change for the information ecosystem. Readers, traffic, and monetization no longer belong to media outlets but instead remain within the platform or AI assistant, jeopardizing the independence and sustainability of the traditional journalistic model.
At APPLE TREE, we have been observing this trend for some time in our study “Brands under the tyranny of the algorithm.” According to this study, artificial intelligence (6.5%) is already the third most used source of information among Spaniards, closing the gap with Google, which, although it remains in first place (72.5%), is seeing social media gain ground as a source of information, especially among younger people. YouTube (9.4%) ranks second as a source of information for Spanish users.
According to Julio Fernandez-Sanguino, Partner and Digital Director at APPLE TREE: “These evolving habits pose a distinct challenge for creators. Content can no longer just live on external search engines; it must be easily findable within social ecosystems. As the barrier to entry vanishes, brands must work harder on their credibility. In this environment, the ultimate differentiator will be a commitment to clarity and providing real value to the audience.”
TikTok as a source of information: speed, excitement, and risk
TikTok has established itself as one of the main channels of information for young people, especially on current affairs, politics, health, and culture. Its algorithmic logic prioritizes emotional, brief, and viral content, which facilitates quick access but also increases exposure to decontextualized information and fake news.
The World Economic Forum identifies misinformation as a primary global risk for 2024–2025. It’s easy to create, hard to detect, and its true damage is the steady erosion of public trust. For Generation Z, this isn’t a temporary trend, they are growing up in a landscape where mistrust is structural and informational authority must be earned, not assumed.
Artificial intelligence: between opportunity and threat
In this evolving landscape, AI acts as a double-edged sword. On one hand, it meets the demand for immediate, contextualized content that defines current consumption habits. On the other, it brings the danger of AI «hallucinations,» which have already led to real-world fallout. A prime example is the Australian government’s fine against Deloitte for using inaccurate AI content. These incidents contribute to what Bloomberg calls «work slop»—subpar AI output that increases the burden of correction and further damages public trust.Opportunities for AI in communication: specialization and credibility
Despite this scenario, there is a key opportunity: trust as a strategic asset. The threat of misinformation does not eliminate the demand for information but rather redirects it toward sources perceived as reliable.
AI algorithms are evolving and no longer prioritize only the size of the media outlet or its historical authority, but rather the accuracy, specialization, and depth of the content. This marks an important difference from the classic SEO model and gives rise to Generative Engine Optimization (GEO).
In this new context, niche industry content often holds more value for AI assistants than general interest articles from major news outlets. For a generation that increasingly gets its news through AI, this means that quality and specialization matter more than ever. Laura Garrido, partner and director of strategic PR at APPLE TREE, points out: “The specialization of the media, once a luxury with sometimes bitter rewards, is now becoming a vital competitive advantage in an ecosystem where visibility no longer depends solely on size, but on the relevance and quality of content.”
It is clear that there is no stopping the tide of artificial intelligence or the central role of platforms such as TikTok in Generation Z’s consumption of information. But it is possible—and necessary—to learn to ride the wave. The challenge lies in balancing accessibility and rigor, speed and accuracy, algorithms and human judgment. In an economy of scarce credibility, those who manage to generate trust, context, and real value will be the ones who gain the attention and loyalty of a generation that no longer seeks news as it once did but still needs reliable information to understand the world.
