Have you Gen Z-proofed your approach to artificial intelligence?
Often referred to as the generation of the internet, Gen Z has come of age in times marked by rapid and significant technological advancements. So, it’s easy to assume that Gen Z would be au fait with developing tech like AI, pioneering the tech as the next generation of super users.
But that’s not necessarily the case, despite what some research suggests.
Published in: Warc
Marketers are way more into AI than Gen Z
Perhaps unsurprisingly, we may have created somewhat of an echo chamber. While marketers spend their days pondering over fresh ways to utilise – and talk about – AI, it might be less of an issue in the wider world. And the majority of Gen Z seem pretty indifferent.
In 2023, 75% of marketers used or considered using generative AI, but only 47% of European Gen Zers and 29% of US Gen Zers reported feeling enthusiastic about the emerging tech.
This discrepancy exposes a knowledge gap between marketers and their Gen Z consumers; a gap which, according to The Robins, leads to brand distrust and isolation from young consumers. Although AI can help brands develop foolproof marketing tactics, The Robins aren’t looking for flawlessness; they reiterated that Gen Z values authenticity and the humanness of imperfections.
Stick to your brand values
Integrating generative AI into marketing tactics can be strategically beneficial, depending on the brand and industry, but it could be detrimental for some, as well.
Brand identities built upon values like sustainability, transparency and social responsibility are not ideal candidates for incorporating AI into their marketing strategies. Ultimately, there’s too much at risk to not have these handled by a human. On the contrary, tech companies, innovative startups, or other new-age industries that have values more aligned with AI may benefit from using it and being transparent about their usage.
No matter what side of the spectrum your brand is on, staying true to your brand values is key. After all, we know that in the age of social media ubiquity, ‘realness’ is key: 92% of Gen Zers say that authenticity is’ extremely’ or ‘very’ important to them. Brands that randomly jump onto the AI train without a logical connection to why they’ve done that or what they stand for come off to young consumers as inauthentic or even deceptive.
Use AI to optimise, not take shortcuts
Here’s one we can all get behind – [The Robins] (https://hellorobins.com/) feel strongly about using AI only for supporting work-related tasks, and not using it to replace critical thinking and creativity. They expressed being open to brands using AI ‘behind the scenes’ for brainstorming or research purposes. But when brands turn to AI for creative ideation, young people perceive the usage as lazy and irresponsible.
Ultimately, Gen Z echo the wider sentiment here – some tasks are there to be automated, but human creativity cannot be replaced.
And further to that...
DON'T LOOSE THE HUMAN FACTOR
Forty-six percent of Gen Zs are said to likely be more interested in brands that use AI influencers… but our conversations with Gen Z focus more on the fact that relatability and affability are key to influencers’ success. Human connection simply cannot be replicated by AI and feeling accessible to an audience is what makes the most popular influencers stand out.
IF YOU LOOSE IT, CLAIM IT
According to Hootsuite, only 17% of Gen Z globally report being unable to identify AI-generated images. So that means for most young people, if it looks like AI and smells like AI… they’ll know it’s AI.
So, what does that mean for your brand? If your brand chooses to use generative AI, you need to take ownership of that decision. After all, Gen Z consumers appreciate transparency. Not being transparent about AI usage is perceived as misleading and can damage brand trust. And Gen Z is not afraid to publicly call a brand out for inauthenticity!
While generative AI offers exciting possibilities for marketers, Gen Z holds nuanced and cautious perspectives on its integration into brand strategy. Authenticity, adherence to brand values, and the preservation of human creativity are most important to Gen Z. Brands that choose to use AI should do so transparently, without compromising the human touch that Gen Z so deeply values. In doing so, brands can bridge the trust gap and foster genuine connections with their young consumers.