AUCKLAND, Today: Kiwis are shaking up how they search online, with fresh insights from IAB New Zealand showing a clear shift toward generative AI, voice tools and more diverse discovery habits.
The survey reveals how New Zealanders are evolving in the way they find information, research products and evaluate trust across search engines, voice assistants, and AI chat platforms like ChatGPT.
Search remains a daily go-to. A solid 82.4% of people say they use search engines multiple times a day, proving just how ingrained it is in our everyday lives.
Newer formats are gaining ground too. Nearly half (48.4%) have tried voice search, and 33.2% have tested out visual tools like Google Lens to find what they’re looking for.
Generative AI is hitting the mainstream. Around 48.4% have engaged with ChatGPT, while 39.2% have used an AI chatbot instead of a regular search engine at least once.
Trust is starting to level out. While 79.6% still trust search results “moderately” or “completely”, 36.4% say they have a similar level of trust in AI-driven chatbots.
“The shift toward generative AI and multi-modal search isn’t just changing how consumers discover brands – it’s reshaping the digital marketing playbook.” – Adnan Khan
The spread of search behaviours shows Kiwi users are getting comfy mixing traditional tools with voice and AI, adapting their habits to suit different moments or types of queries.
Although 69.2% still rely on search engines before buying something, 42.4% sometimes turn to chatbots instead—showing AI is starting to shape how consumers research and decide.
Richard Conway, IAB NZ member and Pure SEO Founder, says, “We’re seeing the classic Rogers Adoption Curve accelerate. Once half the market has tasted generative AI, the rest won’t be far behind.
The opportunity for New Zealand businesses is to treat AI chat as an adjacent search channel, and one that rewards depth, clarity and structured data.”
For marketers, the shift means getting smart about content. Structure, schema markup and handy FAQ sections all help boost visibility in both search engines and AI chat platforms.
Adnan Khan, from Stitch and IAB NZ’s Emerging Tech Council, says, “The shift toward generative AI and multi-modal search isn’t just changing how consumers discover brands – it’s reshaping the digital marketing playbook.
To stay ahead, marketers should proactively use AI chat platforms to answer common customer questions – particularly seasonal or event-driven queries – before they’re even asked.
Start small, measure customer engagement, refine your content based on real-world insights, and gradually expand what’s working. Brands that learn quickly and adapt to shifting consumer habits will lead in this new era.”
To see the full report, check out Kiwi Search Habits 2025: The Next Era of Search.
- For more info or IAB NZ membership queries, reach out to CEO Angelina Farry at angelina.farry@iab.org.nz
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