What if we told you that AI is re-mapping the
Gen Z consumer journey faster than you think?
What if we told you that AI is re-mapping the
Gen Z consumer journey faster than you think?
Nothing has so rapidly
changed the
Nothing has so rapidly
changed the
Nothing has so rapidly
changed the
Nothing has so rapidly
changed the
Gen Z consumer journey
Gen Z consumer journey
Gen Z consumer journey
Gen Z consumer journey
quite like AI.
quite like AI.
quite like AI.
quite like AI.
quite like AI.
From the way they search, the way they shop, the way they make decisions - Gen Z is using AI to make it work for them.
Yet the majority of brands are investing into standard marketing and marketplace channels, not knowing that much of the finding and decisioning is based on a fast-changing journey.
Brands need to brace for change. In just 2 short years, Gen Z will be between the ages of 18-30. And if they want to meet these high-stake consumers on their omni-channel, AI-assisted path, brands need to start moving quickly.
Here's 5 things to know right now:
From the way they search, the way they shop, the way they make decisions - Gen Z is using AI to make it work for them.
Yet the majority of brands are investing into standard marketing and marketplace channels, not knowing that much of the finding and decisioning is based on a fast-changing journey.
Brands need to brace for change. In just 2 short years, Gen Z will be between the ages of 18-30. And if they want to meet these high-stake consumers on their omni-channel, AI-assisted path, brands need to start moving quickly.
Here's 5 things to know right now:
72%
72%
72%
OF GEN Z CONSUMERS HAVE MADE A PURCHASE AFTER ASKING AI FOR RECOMMENDATIONS
OF GEN Z CONSUMERS HAVE MADE A PURCHASE AFTER ASKING AI FOR RECOMMENDATIONS
OF GEN Z CONSUMERS HAVE MADE A PURCHASE AFTER ASKING AI FOR RECOMMENDATIONS
Gen Z doesn’t want to just search anymore.
They want the help to make a decision.
Gen Z doesn’t want to just search anymore. They want the help to make a decision.
72%
OF GEN Z CONSUMERS HAVE MADE A PURCHASE AFTER ASKING AI FOR RECOMMENDATIONS
Gen Z doesn’t want to just search anymore.
They want the help to make a decision.
With AI, search intent has fundamentally moved from exploration and discovery to consideration and decision. As the most informed generation, Gen Z wants information - pricing, reviews, ratings, etc. - before making purchase decisions. Once a fragmented journey across online/offline destinations, AI is collapsing the research process, helping Gen Z to make decisions, faster.
With AI, search intent has fundamentally moved from exploration and discovery to consideration and decision. As the most informed generation, Gen Z wants information - pricing, reviews, ratings, etc. - before making purchase decisions. Once a fragmented journey across online/offline destinations, AI is collapsing the research process, helping Gen Z to make decisions, faster.
With AI, search intent has fundamentally moved from exploration and discovery to consideration and decision. As the most informed generation, Gen Z wants information - pricing, reviews, ratings, etc. - before making purchase decisions. Once a fragmented journey across online/offline destinations, AI is collapsing the research process, helping Gen Z to make decisions, faster.
With AI, search intent has fundamentally moved from exploration and discovery to consideration and decision. As the most informed generation, Gen Z wants information - pricing, reviews, ratings, etc. - before making purchase decisions. Once a fragmented journey across online/offline destinations, AI is collapsing the research process, helping Gen Z to make decisions, faster.
61%
61%
61%
OF GEN Z PURCHASE ON THE SAME DAY WHEN RESEARCHING WITH AI
OF GEN Z PURCHASE ON THE SAME DAY WHEN RESEARCHING WITH AI
OF GEN Z PURCHASE ON THE SAME DAY WHEN RESEARCHING WITH AI
Gen Z’s use of AI is a speedy path to
purchase — shortening the time from consideration to purchase.
Gen Z’s use of AI is a speedy path to
purchase — shortening the time from consideration to purchase.
Gen Z’s use of AI is a speedy path to purchase — shortening the time from consideration to purchase.
Gen Z consumers are doing more research and buying faster through AI, often in the same session. At a consumer’s most important decision moments, AI is beating traditional search 21% to 12% for narrowing options and 15% to 12% at purchase. And when they use AI to research, they act: 61% purchase within the same day.
Gen Z consumers are doing more research and buying faster through AI, often in the same session. At a consumer’s most important decision moments, AI is beating traditional search 21% to 12% for narrowing options and 15% to 12% at purchase. And when they use AI to research, they act: 61% purchase within the same day.
Gen Z consumers are doing more research and buying faster through AI, often in the same session. At a consumer’s most important decision moments, AI is beating traditional search 21% to 12% for narrowing options and 15% to 12% at purchase. And when they use AI to research, they act: 61% purchase within the same day.
75%
75%
75%
OF GEN Z AGED 23 TO 28 WANT TO USE AI FOR FUTURE SHOPPING
OF GEN Z AGED 23 TO 28 WANT TO USE AI FOR FUTURE SHOPPING
OF GEN Z AGED 23 TO 28 WANT TO USE AI FOR FUTURE SHOPPING
OF GEN Z AGED 23 TO 28 WANT TO USE AI FOR FUTURE SHOPPING
Gen Z is making “adulting” purchase decisions, across key career, lifestyle and life stage moments.
Gen Z is making “adulting” purchase decisions, across key career, lifestyle and life stage moments.
As the cohort with the highest usage of daily AI, 2 out of 3 older Gen Zs are using AI to make day-to-day decisions (fitness, food, entertainment), as well as big milestone decisions (finances, housing, career), and want the ease and time-savings that AI promises to bring. While still skeptical of accuracy and trustworthiness, they come back to AI for more and anticipate using it even more in the next year.
As the cohort with the highest usage of daily AI, 2 out of 3 older Gen Zs are using AI to make day-to-day decisions (fitness, food, entertainment), as well as big milestone decisions (finances, housing, career), and want the ease and time-savings that AI promises to bring. While still skeptical of accuracy and trustworthiness, they come back to AI for more and anticipate using it even more in the next year.
As the cohort with the highest usage of daily AI, 2 out of 3 older Gen Zs are using AI to make day-to-day decisions (fitness, food, entertainment), as well as big milestone decisions (finances, housing, career), and want the ease and time-savings that AI promises to bring. While still skeptical of accuracy and trustworthiness, they come back to AI for more and anticipate using it even more in the next year.
As the cohort with the highest usage of daily AI, 2 out of 3 older Gen Zs are using AI to make day-to-day decisions (fitness, food, entertainment), as well as big milestone decisions (finances, housing, career), and want the ease and time-savings that AI promises to bring. While still skeptical of accuracy and trustworthiness, they come back to AI for more and anticipate using it even more in the next year.
40%
40%
40%
OF GEN Z THINK IT'S CREEPY WHEN AI GETS TOO PERSONAL
OF GEN Z THINK IT'S CREEPY WHEN AI GETS TOO PERSONAL
OF GEN Z THINK IT'S CREEPY WHEN AI GETS TOO PERSONAL
OF GEN Z THINK IT'S CREEPY WHEN AI GETS TOO PERSONAL
Gen Z is not so easily creeped out by
AI, though they don’t fully trust it.
Gen Z is not so easily creeped out by
AI, though they don’t fully trust it.
Gen Z is not so easily creeped out by AI, though they don’t fully trust it.
Various AI platforms and solutions have been pressed with understanding the threshold for creepiness that comes intrinsically with AI. Gen Z is quickly becoming AI-savvy: confident at spotting AI-generated content, using it beyond search and creatively using AI to make their lives easier. While AI’s authority might get better with personalization, Gen Z will only tolerate it if it’s out-weighed by helpfulness. See our “Creepy vs. Helpful” chart below.
Various AI platforms and solutions have been pressed with understanding the threshold for creepiness that comes intrinsically with AI. Gen Z is quickly becoming AI-savvy: confident at spotting AI-generated content, using it beyond search and creatively using AI to make their lives easier. While AI’s authority might get better with personalization, Gen Z will only tolerate it if it’s out-weighed by helpfulness. See our “Creepy vs. Helpful” chart below.
Various AI platforms and solutions have been pressed with understanding the threshold for creepiness that comes intrinsically with AI. Gen Z is quickly becoming AI-savvy: confident at spotting AI-generated content, using it beyond search and creatively using AI to make their lives easier. While AI’s authority might get better with personalization, Gen Z will only tolerate it if it’s out-weighed by helpfulness. See our “Creepy vs. Helpful” chart below.
Various AI platforms and solutions have been pressed with understanding the threshold for creepiness that comes intrinsically with AI. Gen Z is quickly becoming AI-savvy: confident at spotting AI-generated content, using it beyond search and creatively using AI to make their lives easier. While AI’s authority might get better with personalization, Gen Z will only tolerate it if it’s out-weighed by helpfulness. Ask us about our "Creepy vs. Helpful" chart.
87%
87%
87%
OF GEN Z TRUST AI RECOMMENDATIONS OVER PRE-EXISTING BRAND PERCEPTIONS
OF GEN Z TRUST AI RECOMMENDATIONS OVER PRE-EXISTING BRAND PERCEPTIONS
OF GEN Z TRUST AI RECOMMENDATIONS OVER PRE-EXISTING BRAND PERCEPTIONS
Relevance over familiarity. Gen Z trusts AI for brand and product recommendations over existing awareness and familiarity of known brands.
Relevance over familiarity. Gen Z trusts AI for brand and product recommendations over existing awareness and familiarity of known brands.
Relevance over familiarity. Gen Z trusts AI for brand and product recommendations over existing awareness and familiarity of known brands.
When Gen Z prompts AI for “best for me” recommendations, they do not care about the familiarity of results as they do about the relevance of the results. Via AI, brand perceptions – reviews, commentary, mentions – are working hard, either for or against brands. Legacy of data is up against fresh brand storytelling to influence AI recommendations.
When Gen Z prompts AI for “best for me” recommendations, they do not care about the familiarity of results as they do about the relevance of the results. Via AI, brand perceptions – reviews, commentary, mentions – are working hard, either for or against brands. Legacy of data is up against fresh brand storytelling to influence AI recommendations.
When Gen Z prompts AI for “best for me” recommendations, they do not care about the familiarity of results as they do about the relevance of the results. Via AI, brand perceptions – reviews, commentary, mentions – are working hard, either for or against brands. Legacy of data is up against fresh brand storytelling to influence AI recommendations.
When Gen Z prompts AI for “best for me” recommendations, they do not care about the familiarity of results as they do about the relevance of the results. Via AI, brand perceptions – reviews, commentary, mentions – are working hard, either for or against brands. Legacy of data is up against fresh brand storytelling to influence AI recommendations.
WHAT WE'VE LEARNED
WHAT WE'VE LEARNED
Who are the new AI natives?
Gen Z AI users are even savvier than you think they are, and they are first mastering AI at work and bringing that home – creating the most valuable consumer audience with both the skills and spending power. Our study reveals a surprising truth about AI adoption: Gen Z of working age – the heaviest users of AI – are bringing home the AI skills they’re likely using at the office. They represent a perfect storm: sophistication and savviness to use AI and the paychecks to act on it. Brands focusing on traditional marketing channels are missing the real opportunity sitting in office towers.
Is AI rewiring the purchase journey?
AI is accelerating the path to purchase and driving conversion at rates outside of traditional consideration phases. And that’s because AI is enabling even more hyper-informed decisions at unprecedented speed – not only are consumers researching more intensely, they’re buying faster, too. It’s setting new expectations for intelligent assistance – and opening new opportunities for brands. The paradox of modern shopping: compared to last year, consumers are doing 41% more research while buying 61% faster — often within the same session. AI doesn't skip the consideration phase; it compresses weeks into minutes. When 64% of users need only 0-2 follow-up questions before purchasing, we're witnessing a purchase funnel requiring more product intel from brands and a revisiting of traditional marketing messages that are no longer sufficient – consumers are demanding information partners, more confident consumers but also higher-converting ones.
Which categories are missing their window of opportunity?
Not all categories are created equal. Clear preferences are emerging as AI embeds itself in daily routines. While Food and Cooking still dominate at half of all usage, consumers are moving on to Entertainment,Gaming,Apparel and Accessories – signaling AI's move from novelty to necessity. Our study reveals that “what’s for dinner” is an entry point for AI adoption, conquering daily micro-decisions before moving onto major purchases. The consumer’s hierarchy is telling: frequent, often rote decisions (meals) to personal expression (fashion) and more considered purchases (electronics) demonstrates the way consumers expand their comfort zones – building familiarity before commitment. Brands reliant on discretionary spend could be losing out to almost two-thirds of their addressable market in consideration, while those serving consumer necessities – banking, medical services, health/wellness – have greater potential to show up for unmet needs.
Can ‘personalization’ ever feel too personal?
Not with AI. It has a superpower brands don’t – permission to know their consumer with unprecedented access to preferences and information. But when AI recommends, brand history becomes history. Helpfulness beats out familiarity, with consumers becoming more brand agnostic as a result. The difference between creepy and helpful isn’t about data, it’s about invitation. While consumers today are less willing to share their personal data and email address, AI knows their clothing sizes, budget constraints, and brands they’re comparing. Brand legacy suddenly becomes less relevant, with no-name brands with better stories or specs outranking their larger rivals if the consumer feels their needs are being met better. Brands with great brand stories but unclear value propositions lose out in the end.
Is AI changing how Gen Z search?
Not totally. But a clear winner is emerging along their journey. While search often leads to even more questions for Gen Z, AI gives them the answers they seek. The new Gen Z consumer seeks solutions over questions, specificity over generality in a consumer journey inundated with information. Because Gen Z doesn’t want to search – they want to find. This shift from search queries to conversations, results to recommendations represents one of the most significant changes in how consumers seek and consume information since the modern search engine was created. AI's influence when narrowing options beats search because precision beats multiple possibilities every time. The question for brands is no longer just where they rank – it’s whether AI can tell the consumer what it understands about you.
Who are the new AI natives?
Gen Z AI users are even savvier than you think they are, and they are first mastering AI at work and bringing that home – creating the most valuable consumer audience with both the skills and spending power. Our study reveals a surprising truth about AI adoption: Gen Z of working age – the heaviest users of AI – are bringing home the AI skills they’re likely using at the office. They represent a perfect storm: sophistication and savviness to use AI and the paychecks to act on it. Brands focusing on traditional marketing channels are missing the real opportunity sitting in office towers.
Is AI rewiring the purchase journey?
AI is accelerating the path to purchase and driving conversion at rates outside of traditional consideration phases. And that’s because AI is enabling even more hyper-informed decisions at unprecedented speed – not only are consumers researching more intensely, they’re buying faster, too. It’s setting new expectations for intelligent assistance – and opening new opportunities for brands. The paradox of modern shopping: compared to last year, consumers are doing 41% more research while buying 61% faster — often within the same session. AI doesn't skip the consideration phase; it compresses weeks into minutes. When 64% of users need only 0-2 follow-up questions before purchasing, we're witnessing a purchase funnel requiring more product intel from brands and a revisiting of traditional marketing messages that are no longer sufficient – consumers are demanding information partners, more confident consumers but also higher-converting ones.
Which categories are missing their window of opportunity?
Not all categories are created equal. Clear preferences are emerging as AI embeds itself in daily routines. While Food and Cooking still dominate at half of all usage, consumers are moving on to Entertainment, Gaming, Apparel and Accessories – signaling AI's move from novelty to necessity. Our study reveals that “what’s for dinner” is an entry point for AI adoption, conquering daily micro-decisions before moving onto major purchases. The consumer’s hierarchy is telling: frequent, often rote decisions (meals) to personal expression (fashion) and more considered purchases (electronics) demonstrates the way consumers expand their comfort zones – building familiarity before commitment. Brands reliant on discretionary spend could be losing out to almost two-thirds of their addressable market in consideration, while those serving consumer necessities – banking, medical services, health/wellness – have greater potential to show up for unmet needs.
Can ‘personalization’ ever feel too personal?
Not with AI. It has a superpower brands don’t – permission to know their consumer with unprecedented access to preferences and information. But when AI recommends, brand history becomes history. Helpfulness beats out familiarity, with consumers becoming more brand agnostic as a result. The difference between creepy and helpful isn’t about data, it’s about invitation. While consumers today are less willing to share their personal data and email address, AI knows their clothing sizes, budget constraints, and brands they’re comparing. Brand legacy suddenly becomes less relevant, with no-name brands with better stories or specs outranking their larger rivals if the consumer feels their needs are being met better. Brands with great brand stories but unclear value propositions lose out in the end.
Is AI changing how Gen Z search?
Not totally. But a clear winner is emerging along their journey. While search often leads to even more questions for Gen Z, AI gives them the answers they seek. The new Gen Z consumer seeks solutions over questions, specificity over generality in a consumer journey inundated with information. Because Gen Z doesn’t want to search – they want to find. This shift from search queries to conversations, results to recommendations represents one of the most significant changes in how consumers seek and consume information since the modern search engine was created. AI's influence when narrowing options beats search because precision beats multiple possibilities every time. The question for brands is no longer just where they rank – it’s whether AI can tell the consumer what it understands about you.
Who are the new AI natives?
Gen Z AI users are even savvier than you think they are, and they are first mastering AI at work and bringing that home – creating the most valuable consumer audience with both the skills and spending power. Our study reveals a surprising truth about AI adoption: Gen Z of working age – the heaviest users of AI – are bringing home the AI skills they’re likely using at the office. They represent a perfect storm: sophistication and savviness to use AI and the paychecks to act on it. Brands focusing on traditional marketing channels are missing the real opportunity sitting in office towers.
Is AI rewiring the purchase journey?
AI is accelerating the path to purchase and driving conversion at rates outside of traditional consideration phases. And that’s because AI is enabling even more hyper-informed decisions at unprecedented speed – not only are consumers researching more intensely, they’re buying faster, too. It’s setting new expectations for intelligent assistance – and opening new opportunities for brands. The paradox of modern shopping: compared to last year, consumers are doing 41% more research while buying 61% faster — often within the same session. AI doesn't skip the consideration phase; it compresses weeks into minutes. When 64% of users need only 0-2 follow-up questions before purchasing, we're witnessing a purchase funnel requiring more product intel from brands and a revisiting of traditional marketing messages that are no longer sufficient – consumers are demanding information partners, more confident consumers but also higher-converting ones.
Which categories are missing their window of opportunity?
Not all categories are created equal. Clear preferences are emerging as AI embeds itself in daily routines. While Food and Cooking still dominate at half of all usage, consumers are moving on to Entertainment, Gaming, Apparel and Accessories – signaling AI's move from novelty to necessity. Our study reveals that “what’s for dinner” is an entry point for AI adoption, conquering daily micro-decisions before moving onto major purchases. The consumer’s hierarchy is telling: frequent, often rote decisions (meals) to personal expression (fashion) and more considered purchases (electronics) demonstrates the way consumers expand their comfort zones – building familiarity before commitment. Brands reliant on discretionary spend could be losing out to almost two-thirds of their addressable market in consideration, while those serving consumer necessities – banking, medical services, health/wellness – have greater potential to show up for unmet needs.
Can ‘personalization’ ever feel too personal?
Not with AI. It has a superpower brands don’t – permission to know their consumer with unprecedented access to preferences and information. But when AI recommends, brand history becomes history. Helpfulness beats out familiarity, with consumers becoming more brand agnostic as a result. The difference between creepy and helpful isn’t about data, it’s about invitation. While consumers today are less willing to share their personal data and email address, AI knows their clothing sizes, budget constraints, and brands they’re comparing. Brand legacy suddenly becomes less relevant, with no-name brands with better stories or specs outranking their larger rivals if the consumer feels their needs are being met better. Brands with great brand stories but unclear value propositions lose out in the end.
Is AI changing how Gen Z search?
Not totally. But a clear winner is emerging along their journey. While search often leads to even more questions for Gen Z, AI gives them the answers they seek. The new Gen Z consumer seeks solutions over questions, specificity over generality in a consumer journey inundated with information. Because Gen Z doesn’t want to search – they want to find. This shift from search queries to conversations, results to recommendations represents one of the most significant changes in how consumers seek and consume information since the modern search engine was created. AI's influence when narrowing options beats search because precision beats multiple possibilities every time. The question for brands is no longer just where they rank – it’s whether AI can tell the consumer what it understands about you.
WHAT GEN Z HAVE TO SAY
WHAT GEN Z HAVE TO SAY
In addition to our quantitative study of 500 consumers,
we interviewed Gen Z consumers across the U.S. to get their take on AI.
The one word that came up time and time again? Helpful.
In addition to our quantitative study of 500 consumers, we interviewed Gen Z consumers across the U.S. to get their take on AI.
The one word that came up time and time again? Helpful.
In addition to our quantitative study of 500 consumers, we interviewed Gen Z consumers across the U.S. to get their take on AI.
The one word that came up
time and time again? Helpful.
Where do you go first when you have a question?
Where do you go first when you have a question?
Where do you go first when you have a question?
If I have a question about something and I need an answer, I'll just ask ChatGPT — and that's because I also have my browser set to it.
If I have a question about something and I need an answer, I'll just ask ChatGPT — and that's because I also have my browser set to it.
If I have a question about something and I need an answer, I'll just ask ChatGPT — and that's because I also have my browser set to it.
16, HIGH SCHOOL STUDENT, LOS ANGELES
16, HIGH SCHOOL STUDENT, LOS ANGELES
16, HIGH SCHOOL STUDENT, LOS ANGELES
How would you describe what AI 'does'?
How would you describe what AI 'does'?
How would you describe what AI 'does'?
I would use the word expand. For gaming, when I have an idea I use it to grow from a starting point. I pick and choose what I want to continue with while chatting with it, and it allows me to build upon my world.
I would use the word expand. For gaming, when I have an idea I use it to grow from a starting point. I pick and choose what I want to continue with while chatting with it, and it allows me to build upon my world.
I would use the word expand. For gaming, when I have an idea I use it to grow from a starting point. I pick and choose what I want to continue with while chatting with it, and it allows me to build upon my world.
27, PAINTER, CHICAGO
27, PAINTER, CHICAGO
27, PAINTER, CHICAGO
Why are Gen Z consumers so keen on finding, instead of searching?
Why are Gen Z consumers so keen on finding, instead of searching?
Why are Gen Z consumers so keen on finding, instead of searching?
It was more helpful overall. I bought maybe a dress or two from that search. It's similar to doing a Google search, but I thought about it - it's just easier if it lists it all out for me, rather than scrolling through the Google results that come up.
It was more helpful overall. I bought maybe a dress or two from that search. It's similar to doing a Google search, but I thought about it - it's just easier if it lists it all out for me, rather than scrolling through the Google results that come up.
It was more helpful overall. I bought maybe a dress or two from that search. It's similar to doing a Google search, but I thought about it - it's just easier if it lists it all out for me, rather than scrolling through the Google results that come up.
25, NURSE, PITTSBURGH
25, NURSE, PITTSBURGH
How has AI changed the way Gen Z seek information?
How has AI changed the way Gen Z seek information?
How has AI changed the way Gen Z seek information?
I just slowly started using it more and preferring it more because of the way it was responding to me... I still use Google for things like definitions. But if I have a specific question, it's easier to just go to ChatGPT.
I just slowly started using it more and preferring it more because of the way it was responding to me... I still use Google for things like definitions. But if I have a specific question, it's easier to just go to ChatGPT.
I just slowly started using it more and preferring it more because of the way it was responding to me... I still use Google for things like definitions. But if I have a specific question, it's easier to just go to ChatGPT.
19, COLLEGE STUDENT, PHILADELPHIA
19, COLLEGE STUDENT, PHILADELPHIA
19, COLLEGE STUDENT, PHILADELPHIA
What role does brand play in how Gen Z consumers engage with AI?
What role does brand play in how Gen Z consumers engage with AI?
What role does brand play in how Gen Z consumers engage with AI?
I often include in my prompts things like 'give me a well-reviewed one' or 'above 4.6 stars with at least 3,000-4,000 reviews,' so I know the product is trustworthy... When I want to find more niche things, I narrow my search and say 'just find me anything.'
I often include in my prompts things like 'give me a well-reviewed one' or 'above 4.6 stars with at least 3,000-4,000 reviews,' so I know the product is trustworthy... When I want to find more niche things, I narrow my search and say 'just find me anything.'
I often include in my prompts things like 'give me a well-reviewed one' or 'above 4.6 stars with at least 3,000-4,000 reviews,' so I know the product is trustworthy... When I want to find more niche things, I narrow my search and say 'just find me anything.'
21, COLLEGE STUDENT, LOS ANGELES
21, COLLEGE STUDENT, LOS ANGELES
21, COLLEGE STUDENT, LOS ANGELES
In what ways are Gen Z consumers using AI to speed up decision making?
In what ways are Gen Z consumers using AI to speed up decision making?
In what ways are Gen Z consumers using AI to speed up decision making?
I asked it to find reasonably priced dresses for a rehearsal dinner and brands I knew and didn't know came up. For the brands I knew, I didn't do extra research. For the ones I didn't, I just looked at the reviews to see if it was a legitimate website, but nothing too extensive.
I asked it to find reasonably priced dresses for a rehearsal dinner and brands I knew and didn't know came up. For the brands I knew, I didn't do extra research. For the ones I didn't, I just looked at the reviews to see if it was a legitimate website, but nothing too extensive.
I asked it to find reasonably priced dresses for a rehearsal dinner and brands I knew and didn't know came up. For the brands I knew, I didn't do extra research. For the ones I didn't, I just looked at the reviews to see if it was a legitimate website, but nothing too extensive.
25, NURSE, PITTSBURGH
Where does Gen Z draw the line with AI? When does it get weird?
Where does Gen Z draw the line with AI? When does it get weird?
Where does Gen Z draw the line with AI? When does it get weird?
I have friends who'll text it and ask for advice, or relationship advice, basically treat it as a therapist. I feel like that's just crossing the line to me... I'm worried that that's where we're headed, where we just rely on AI for life advice... When you get to the point where you're replacing actual people, that's when it's weird to me.
I have friends who'll text it and ask for advice, or relationship advice, basically treat it as a therapist. I feel like that's just crossing the line to me... I'm worried that that's where we're headed, where we just rely on AI for life advice... When you get to the point where you're replacing actual people, that's when it's weird to me.
I have friends who'll text it and ask for advice, or relationship advice, basically treat it as a therapist. I feel like that's just crossing the line to me... I'm worried that that's where we're headed, where we just rely on AI for life advice... When you get to the point where you're replacing actual people, that's when it's weird to me.
19, COLLEGE STUDENT, NEW YORK CITY
19, COLLEGE STUDENT, NEW YORK CITY
THE IMPLICATIONS
THE IMPLICATIONS
So now what?
What do brands need to do, right now, in order to win with
their Gen Z consumers in an AI-assisted world?
So now what?
What do brands need to do, right now, in order to win with their Gen Z consumers in an AI-assisted world?
So now what?
What do brands need to do, right now, in order to win with their Gen Z consumers in an AI-assisted world?
So now what?
What do brands need to do, right now, in order to win with their Gen Z consumers in an AI-assisted world?
Know your target consumers. If you’re a brand that wants to be for everyone, we fear that you’ll end up being for no one in particular when it comes through AI. As the perceived helpfulness of AI improves with accurate personalization, brands need to be able to express who they are for, and why. If you don’t have target consumer segmentation or haven’t refreshed it in a few years, AI is your trigger to get that going.
Know their consumer journey. With the infinite loop of social media mixed with the fast work of AI towards the bottom of the funnel, how do you want your brand to show up on your target consumer’s journey, on their path to purchase? Understanding key moments that matter, the data and content needed to find them on their journey, and the orchestration needed across all channels for a full omni-channel strategy will be critical to know how best to meet them, both IRL and URL.
Get really good at brand storytelling. Your brand story is being told, but most importantly by what people say about you in digital formats. Volume and frequency of mentions work in social media to build brand awareness. And brand perceptions move when consistency creates convictions, stemming from authentic brand storytelling across all channels. But changing perceptions in AI-led research is going to be hard. Brands need fresh and evergreen content, along with earned and owned media to help tell your brand and product stories. Influencers, forums, reviews, ratings feed the data-rich needs to make brands relevant and breakthrough in AI. And by the way, winning with AI will also make the storytelling on all of your channels that much better too.
Make your consumer touchpoints count. Even with Gen Z’s growing use of AI, Gen Z does not want it to be a complete replacement for the tactical and physical engagement that comes with shopping and experiences. Gen Z loves the fun and thrill of shopping. Gen Z craves community and in-person experiences. But they’ll naturally expect the in-person experiences to be even more helpful and enriching than AI, with the tangible benefits that AI could never. Creating enticing spaces, welcoming community with available and helpful associates, and offering memorable, multi-sensory experiences will increasingly become a key way to directly engage and win with your target consumers. If they come into your space and feel like AI could have done better, than you need to do better, much better.
Know your target consumers. If you’re a brand that wants to be for everyone, we fear that you’ll end up being for no one in particular when it comes through AI. As the perceived helpfulness of AI improves with accurate personalization, brands need to be able to express who they are for, and why. If you don’t have target consumer segmentation or haven’t refreshed it in a few years, AI is your trigger to get that going.
Know their consumer journey. With the infinite loop of social media mixed with the fast work of AI towards the bottom of the funnel, how do you want your brand to show up on your target consumer’s journey, on their path to purchase? Understanding key moments that matter, the data and content needed to find them on their journey, and the orchestration needed across all channels for a full omni-channel strategy will be critical to know how best to meet them, both IRL and URL.
Get really good at brand storytelling. Your brand story is being told, but most importantly by what people say about you in digital formats. Volume and frequency of mentions work in social media to build brand awareness. And brand perceptions move when consistency creates convictions, stemming from authentic brand storytelling across all channels. But changing perceptions in AI-led research is going to be hard. Brands need fresh and evergreen content, along with earned and owned media to help tell your brand and product stories. Influencers, forums, reviews, ratings feed the data-rich needs to make brands relevant and breakthrough in AI. And by the way, winning with AI will also make the storytelling on all of your channels that much better too.
Make your consumer touchpoints count. Even with Gen Z’s growing use of AI, Gen Z does not want it to be a complete replacement for the tactical and physical engagement that comes with shopping and experiences. Gen Z loves the fun and thrill of shopping. Gen Z craves community and in-person experiences. But they’ll naturally expect the in-person experiences to be even more helpful and enriching than AI, with the tangible benefits that AI could never. Creating enticing spaces, welcoming community with available and helpful associates, and offering memorable, multi-sensory experiences will increasingly become a key way to directly engage and win with your target consumers. If they come into your space and feel like AI could have done better, than you need to do better, much better.
Know your target consumers. If you’re a brand that wants to be for everyone, we fear that you’ll end up being for no one in particular when it comes through AI. As the perceived helpfulness of AI improves with accurate personalization, brands need to be able to express who they are for, and why. If you don’t have target consumer segmentation or haven’t refreshed it in a few years, AI is your trigger to get that going.
Know their consumer journey. With the infinite loop of social media mixed with the fast work of AI towards the bottom of the funnel, how do you want your brand to show up on your target consumer’s journey, on their path to purchase? Understanding key moments that matter, the data and content needed to find them on their journey, and the orchestration needed across all channels for a full omni-channel strategy will be critical to know how best to meet them, both IRL and URL.
Get really good at brand storytelling. Your brand story is being told, but most importantly by what people say about you in digital formats. Volume and frequency of mentions work in social media to build brand awareness. And brand perceptions move when consistency creates convictions, stemming from authentic brand storytelling across all channels. But changing perceptions in AI-led research is going to be hard. Brands need fresh and evergreen content, along with earned and owned media to help tell your brand and product stories. Influencers, forums, reviews, ratings feed the data-rich needs to make brands relevant and breakthrough in AI. And by the way, winning with AI will also make the storytelling on all of your channels that much better too.
Make your consumer touchpoints count. Even with Gen Z’s growing use of AI, Gen Z does not want it to be a complete replacement for the tactical and physical engagement that comes with shopping and experiences. Gen Z loves the fun and thrill of shopping. Gen Z craves community and in-person experiences. But they’ll naturally expect the in-person experiences to be even more helpful and enriching than AI, with the tangible benefits that AI could never. Creating enticing spaces, welcoming community with available and helpful associates, and offering memorable, multi-sensory experiences will increasingly become a key way to directly engage and win with your target consumers. If they come into your space and feel like AI could have done better, than you need to do better, much better.
ABOUT THE STUDY
ABOUT THE STUDY
The Elume Group and HawkPartners conducted a study of 500 Gen Z respondents, aged 18-28, in July 2025. The makeup of the sample reflects the US Gen Z population in terms of age, gender, region, and ethnicity/race. To qualify, all respondents had to be regular (weekly or daily) users of AI platforms and pass multiple quality checks throughout the survey.
The Elume Group and HawkPartners conducted a study of 500 Gen Z respondents, aged 18-28, in July 2025. The makeup of the sample reflects the US Gen Z population in terms of age, gender, region, and ethnicity/race. To qualify, all respondents had to be regular (weekly or daily) users of AI platforms and pass multiple quality checks throughout the survey.