For today’s Gen Z, reading the news isn’t just about scrolling headlines — it’s about understanding them, breaking them down, and, often, double-checking the facts. According to a new report from Google and Kantar, a striking 84% of Gen Z consumers have already used generative AI to interpret and analyse news stories.
The study, Bridging the Gap: Reimagining News for Gen Z, surveyed over 4,000 Gen Z respondents aged 15 to 28 across 40 markets and eight language clusters. It paints a clear picture of a generation that is not just passively consuming news but actively shaping how they engage with it.
A Digitally Native Generation
Gen Z — those born roughly between 1997 and 2012 — is deeply connected to the internet. In urban India, they make up 16% of the population, and 87% of them are online, compared to the overall urban average of 75%. This always-online lifestyle has made them quick adopters of AI tools, especially when it comes to understanding the news.
Why Gen Z Uses AI for News
The report reveals multiple reasons behind Gen Z’s reliance on AI for news interpretation. For 38% of respondents, AI helps fill gaps in comprehension and accessibility, particularly when stories are complex or loaded with jargon. Another 43% use AI to get quick, summarised responses, while 36% turn to it for translating news into their preferred language.
As Biswapriya Bhattacharjee, Director of B2B & Technology at Kantar’s Insight Division, put it:
“This generation, which is 86 million strong, isn’t just consuming news; they’re curating their own experience of it. Gen Z expects news to be credible but also emotionally resonant, visually engaging, and deeply relevant to their everyday lives.”
Fact-Checkers by Nature
Despite their high engagement, Gen Z doesn’t take news at face value — especially in a world of viral misinformation. The survey found that:
43% verify messages before sharing them.
49% distrust reports from unverified accounts.
39% fact-check stories related to health, safety, or finance.
Interestingly, non-metro Gen Z users are slightly more likely to fact-check sensitive content (42%) compared to metro users (37%). Around 36% of respondents said they specifically look for evidence when claims seem unsubstantiated.
Creators or Reporters — Who Wins?
Social media dominates as Gen Z’s go-to news source, with 91% relying on it, followed closely by video platforms at 88%. When choosing who to follow, 48% prefer niche or civic content creators, while 43% follow traditional news organisations.
Yet, when it comes to trust, traditional outlets still hold the edge — 47% trust established news organisations, compared to 38% for civic news creators and 39% for niche creators.
Durga Raghunath, Head of News Partnerships at Google India, summed it up:
“Gen Z is actively shaping culture and conversation, presenting a powerful new dynamic for news organisations. This is a generation that wants news that is accurate, trustworthy, and emotionally engaging.”
Language Preferences Tell a Story
When it comes to reading, 42% of Gen Z prefers English. But for audio and video formats, nearly 57% opt for local languages. The reasons are simple — easier comprehension, better shareability, and a stronger emotional connection to the content.
A Generation Redefining News Consumption
The findings are clear: Gen Z isn’t content to passively absorb information. They want clarity, credibility, and convenience — often delivered through AI and in formats that fit their lifestyle. Whether it’s translating a report, summarising a complex policy debate, or fact-checking a viral claim, Gen Z is building its own personalised way of staying informed.
For news organisations and content creators, the challenge — and opportunity — is to meet them halfway. That means blending trust and accuracy with the accessibility, emotional resonance, and visual appeal this generation demands.
