Ask Maps. Google Maps

Google Maps is the navigation app people have relied on for years to get from A to B. But for Gen Z, destinations matter less than the experiences they’re chasing. Instead of searching for addresses, they search conversationally—based on moods, cravings, and moments. With Ask Maps, Google Maps is evolving from a navigation tool into a discovery companion.

Challenge: Move Google Maps beyond directions and into discovery.

Human Insight: Gen Z no longer thinks location-first. They think experience-first, using AI to discover places that match the moment.

Big Idea: Experiences are the new destinations.