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While the marketing world wraps its mind—and org charts—around AI, Gen Z is putting it to work. And the message for brands is clear: Those that deliver real-world usefulness, not just novelty, will win.
To sidestep the breathless headlines (“10 Things About o3 That Will Blow Your Mind!!”), the YouTube how-tos, and the ceaseless podcasts, we commissioned research firm DCDX to speak directly with thousands of people, including entrepreneurs. The data demonstrates that this generation’s AI uptake is rapid, but they have unexpectedly utilitarian expectations for how brands should incorporate AI into their marketing and advertising.
The study found that 64% of Gen Z has used AI in the past year, and 61% use it at least a few times a week. To them, AI isn’t futuristic; it’s a present reality embedded into daily routines. If brands want to connect, they must surpass flashy experiments and focus on what matters: making AI useful.
In the past few years, as brands began integrating AI into marketing strategies, they’ve often treated it as a creative novelty rather than a transformative customer experience solution. AI-generated art, chatbot gimmicks, and ad stunts dominate headlines, but Gen Z, the first truly AI-native generation, isn’t impressed by the hype.
Case in point: When asked about brands embracing AI, 60% found it appealing—but only when it simplified their lives, enhanced learning, or boosted productivity. So, Gen Z doesn’t want AI for AI’s sake; they want AI to make their lives easier.
Brands like Ikea, Sephora, and Duolingo demonstrate how useful AI works—whether it’s virtually redesigning living rooms, matching skin tone to the perfect foundation, or role-playing conversations with a language tutor. AI is making these experiences richer, creating a shorter path from the brand-created experience to a useful outcome in a person’s life.
Consumers’ loud-and-clear preference for real-life value versus yet another AI-generated spot means forward-thinking leaders need to shift their discussions, focus, and plans toward utility-based, AI-powered brand experience. That way, we maintain next-generation optimism around the use of the technology.
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.
As you think about what you want to build, keep your audience’s challenges in mind, then shape your approach around what success and value look like to them. What’s clear is that Gen Z AI users aren’t interested in marketing stunts or yet another commercial. They are optimistic, with nearly 60% feeling open-minded, curious, or enthusiastic about AI; only 7% felt pessimistic.
Let’s hope that these younger consumers stay that way. It’s time to use AI to provide real value—that’s the best way we marketers can make a real impression.
