The Silver Surfer Paradox: Exploratory Evidence on Age, Occupational Seniority, and Generative AI Use in Indonesian Pre-Purchase Information Search

This working paper examines the adoption of Generative AI in consumer pre-purchase information search among Indonesian respondents surveyed in March 2026. Drawing on the Technology Acceptance Model and Diffusion of Innovation theory, the paper explores whether conventional age-based assumptions about technology adoption remain applicable in the context of consumer-facing Generative AI. The findings suggest a counterintuitive pattern: respondents aged 55 and above report the highest AI-first adoption rate in product search, while the 25–34 cohort records the lowest rate. This pattern is introduced as the Silver Surfer Paradox, referring to the unexpected tendency of older consumers to rely on Generative AI earlier or more directly than conventionally expected. The paper also discusses occupational seniority, decision complexity, consumer behavior, brand strategy, sales methodology, and AI Visibility Optimization in the context of AI-mediated search environments in Indonesia.