Reconsider consumer motivations
The most appealing values that respondents looked for from brands were simplifying daily life (39%), enhancing learning (34%), and boosting productivity (33%). More overt branding attempts using AI were less appreciated; one of the lowest-ranked value propositions was differentiation from competitors (26%).
Many marketing forums merely theorize the value of utility over other priorities, while consumers cite that lifestyle ease and augmentation are their main expectations. Before considering your content or media play, ask yourself: What kind of value do consumers expect from the entirety of our brand experience, and how do we transparently augment that specific lifestyle value with our AI approach? It’s more productive than only considering how AI streamlines tactics you’re already deploying.
Reassess your toolbox
Gen Z seamlessly weaves AI into their lives, whether using ChatGPT to brainstorm ideas, Microsoft Copilot for research, or Adobe Firefly to create content. They aren’t just consuming AI-powered experiences, they’re actively shaping them—which means that incorporating AI into your brand experience must account for their personal desire to engage with the technology.
Innovating AI strategy extends to apps and tools, as AI isn’t a theory to Gen Z consumers. The study proves AI is being actively integrated into areas of life from recreation and creative projects to use in work and school. Their preferred tools are prioritized by these different aspects of lifestyle value: Gen Z audiences mainly use chatbots—with 71% using ChatGPT in the past year and 50% using Google Gemini. Yet search engines like Perplexity and image generators aren’t far behind. And 55% said they’re eager to learn new AI tools in the future.
Consider: How can we add utility to their interactions with the technology and collaborate with consumers on creation efforts using the tech?
Innovate on their terms
Whether streamlining ecommerce, improving content personalization, or making customer service smarter, AI must add value, not complexity.
For Gen Z consumers who haven’t joined in the AI adoption trend, the study identified main barriers—trust, education, and value—which must be addressed to welcome new users. Each was selected by about a quarter of respondents when asked what was holding them back. Yet the study indicates plentiful growth opportunities for those who innovate around AI: While 55% of Gen Z entrepreneurs already use AI for business tasks, 75% consider AI essential for future success.
