Thailand’s Generation Z consumers are increasingly using TikTok and artificial intelligence tools to research products before making purchases, according to a survey released by the Faculty of Journalism and Mass Communication at Thammasat University, in partnership with YouGov Thailand and ABM Connect (02/06).

The survey found that 67% of Gen Z respondents rely on video reviews on TikTok and social media feeds when researching products, while only 22% use Google Search. Researchers said the results indicate a shift from search-based behavior to discovery-based behavior, where consumers encounter products through curated content rather than actively searching for information.

The findings are based on a survey of 2,066 respondents conducted in late February 2026. Gen Z represented 37% of respondents, followed by Millennials at 41% and Gen X at 19%.

TikTok Becomes the Preferred Research Platform

The survey identified social media as the leading source of content and information among respondents.

Nearly 74% said they use social media feeds as their primary source of news and content. Influencer content reached 37% of respondents, while 19% said they use AI-generated news summaries.

Researchers said these patterns show a growing preference for content discovery through social platforms rather than traditional search engines.

AI Tools Support Research and Information Gathering

The survey found that AI has become part of the research process for many consumers, particularly for tasks related to information analysis.

Among respondents, 43% use AI to generate ideas, 41% use it to compare information from different sources, and 40% use it to summarize content.

ChatGPT was the most-used AI platform, with 26% of respondents reporting usage. Gemini followed at 22%, while Google AI Search accounted for 16%. Microsoft Copilot recorded less than 7%.

More than 42% of respondents said they somewhat trust AI. Among those users, 56% cited clear summaries as a reason for that trust, while 53% valued AI's ability to provide references.

Consumers Remain Careful About AI Recommendations

Although AI is widely used for research, the survey showed limited reliance on AI-generated recommendations when making purchases.

Only 12% of respondents said they frequently buy products based on AI recommendations.

Meanwhile, nearly 29% said they have never purchased a product based on suggestions provided by AI.

The findings indicate that AI is used more often as a research tool than as a guide for final purchasing decisions.

Human Influencers Have Greater Impact on Purchases

The survey found that influencers have nearly twice the influence on purchasing decisions compared with AI-generated summaries.

According to Associate Professor Prapaipit Muthitacharoen of Thammasat University, the results show that Gen Z uses technology selectively and evaluates information from different sources.

“Gen Z prioritises social media, filters information from multiple sources and has a moderate level of trust in AI-generated information,” she said.

She added that most Gen Z consumers use AI to explore ideas rather than delegate decisions and continue to expect sources and verifiable evidence.

“The research found that Thai Gen Z is highly diverse. Communication that considers diversity and equality, or inclusivity, is therefore another issue brands should pay attention to,” she said.

Brands Encouraged to Strengthen Video and Content Strategies

Seri Sirinopwongsagon, Executive Director at ABM Connect, said the findings should encourage marketers to reconsider how they reach younger consumers.

“Gen Z wants to experience real-life perspectives, and storytelling through video can create a strong impact,” he said.

He advised brands to maintain continuous content strategies and ensure product information is structured in a way that AI tools can accurately surface and summarize.

“Every touchpoint is an important communication opportunity that should not be overlooked,” he said.

The survey included respondents from Thailand’s five major regions. Bangkok and surrounding areas accounted for 30% of the sample, while the remaining 70% came from the Central, Northeast, Northern, and Southern regions.

PHOTO: FREEPIK

This article was created with AI assistance.

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