Gen Z is rapidly adopting AI, utilizing it regularly in their routines, and they expect brands to focus on delivering practical benefits rather than just novel experiences. Research shows 64% of Gen Z has used AI in the past year, and while they find AI appealing, they want it to simplify their lives or enhance productivity. Brands like Ikea and Sephora exemplify effective AI integration that delivers real-world utility, leading to a call for marketers to prioritize genuine value over flashy gimmicks.
When it comes to AI, Gen Z looks for usefulness over novelty, emphasizing the need for brands to enhance real-world experiences rather than just create hype.
The study reveals that a significant majority of Gen Z has integrated AI into their lives, and brands must focus on delivering practical AI applications to resonate with them.
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