mLabs, the leading platform for intelligent social media management in Latin America, in partnership with Conversion, the number one agency in digital performance and SEO in Brazil, is launching the research "The New Buyer's Journey". The study reveals how different age groups behave across various digital channels — including AI, social networks, and search engines — and how they interact with brands, content, and products. The research, conducted with 800 respondents from all over Brazil, paints a detailed portrait of the Baby Boomer, X, Millennial, and Z generations, and points to the trends that should guide consumption in 2026.
“We created this study to map how the four generations coexist in the Brazilian market, each mastering different tools for consumption. The data reveals not only a behavioral change, but also the need to rethink marketing strategies,” explains Diego Ivo, founder and CEO of Conversion.
“More than just following trends, it’s necessary to understand the new logic of influence — built through data, relevance, and credibility. The online behavior of each generation reveals that the relationship between brands and people is increasingly guided by purpose and context, and not just by online visibility,” she adds.
Differences between generations: what motivates each audience?
The study reveals a digitally diverse Brazil and generations that, although they coexist on the same platforms, have distinct motivations and criteria.
- Generation Z (18 to 26 years old): This is the most connected and socially active generation. 87% discover products, services, or brands on Instagram and 80% on TikTok, platforms used not only for leisure but also as a source of information, learning, and consumption. This group values authenticity and brand positioning the most, and 67.2% of them already claim to use AI (such as ChatGPT) to inquire about the advantages and disadvantages of products. This is the generation that uses artificial intelligence as a kind of "digital consultant" to validate and make decisions.
- Millennials (27 to 42 years old): They are the most hybrid and strategic generation. 83.5% discover products on Instagram, 73.5% on YouTube, and 72% on Google. They are also among those who use AI the most (56%) as a research and decision-making tool. They prefer brands that teach, inspire, and deliver utility: 58% say they trust AI more than people close to them to obtain up-to-date information.
- Generation X (43 to 58 years old): seeks a balance between channels. Google leads with 84.5% of searches, followed by YouTube (60%) and Instagram (45.5%). This generation values credibility, experience, and comparison, with 47.5% already using AI in their searches. Although they demonstrate openness to technology, they remain cautious and prioritize validation from official sources and physical stores.
- Baby Boomers (59+): have a growing digital presence. 77.5% use Google and 58.5% use YouTube as their main channels for discovering products, services, or brands. Instagram (50.5%) and Facebook (37.5%) appear as the most frequently used networks. Although the use of AI is lower (31%) for researching brands or products, almost 48% of this generation say they use it to find the lowest price or best offer, demonstrating a practical and efficiency-oriented profile.
The platforms that dominate the country
The study addresses the topic from two complementary perspectives. When it comes to discovering new products or brands, the main sources highlighted are Google (76%), followed by Instagram (73.3%), YouTube (69%), TikTok (55.4%), and television (49.9%).
When the focus is on finding information about products, services, or well-known brands, the most used channels are Google (78.8%), YouTube (59.5%), Instagram (51.13%), artificial intelligence (48.5%), and TikTok (38.75%).
Factors that most influence the final purchase decision
- Price (80.6%)
- Product quality (77.4%)
- Free shipping (77.3%)
- Brand reputation/trustworthiness (45.8%)
- Reviews from other buyers (45.4%)
AI as a generational divider and the future of consumption in Brazil.
The highlight of the research, besides the presence of social media throughout the entire purchase journey, across all generations, is the significant presence of artificial intelligence in these journeys, albeit to varying degrees.
AI is emerging as one of the main generational dividers in Brazilian consumption. Generation Z (59.5%) and Millennials (56%) have already transformed algorithms into true digital purchasing consultants, establishing a relationship of trust that surpasses many traditional sources. For them, consulting AI is as natural as using Google.
On the other hand, Generation X (47.5%) demonstrates a more cautious, yet growing adoption, while Baby Boomers (31%) follow a more gradual pace and still face barriers to entry. This difference of almost 30 percentage points between the extremes highlights how AI has become a landmark among digital native generations and those in the process of adapting to the online environment.
“The growth of AI and social media among younger people doesn't represent a replacement for Google, but rather an expansion of search. Young users discover products and services through social media in a fluid way, use Google to actively seek factual information, and then turn to AI for contextual and comparative analysis. This creates a richer and more personalized hybrid search experience than any previous generation has had access to,” says Rafael Kiso.
The data reinforces that this transformation is already anticipating the future of consumption in Brazil. 41.5% of Generation Z and 37% of Millennials believe that AI will completely revolutionize the way we shop, a perception that reflects how much these generations have already incorporated it into their daily lives. Among older generations, 35% of Generation X and 35.5% of Baby Boomers see AI as very important, but do not believe it will completely replace traditional forms of consumption.
“Each generation interacts with AI in its own way, but none of them are completely unrelated. It’s no longer possible to think about the future of consumption without thinking about AI,” Kiso concludes.
