By Jonathan Baker Concerns about artificial intelligence often center on its long-term impact, from job security to broader societal risks. But to understand where AI stands today, it’s worth focusing on the consumers who are growing up alongside it: Generation Z (or Gen Z). Their relationship with AI is not simply enthusiastic or skeptical; it’s evolving. More Use, More Skepticism Recent EMARKETER data shows that just over half of Gen Z now use AI on a daily or weekly basis, which is a slight increase, year over year. At the same time, adoption is beginning to level off, even as sentiment becomes more complex. While 49 percent of Gen Z members say AI makes sparks their curiosity, significant portions report anxiety (at 42 percent) and even anger (at 31 percent). Over the past year, excitement and enthusiasm around AI has dropped by 14 percentage points, while hopefulness has fallen by 9 points. In other words, familiarity is not translating into confidence. Instead, Gen Z’s relationship with AI is entering a more mature (and skeptical) phase. Gen Z: An Audience with High Expectations Gen Z has always approached digital experiences with a critical eye. Transparency, ethics, and authenticity are not differentiators for this audience. They are expectations. As their purchasing power grows, brands are no longer rewarded simply for adopting new technology. They are evaluated on how that technology is used, and whether it aligns with values like privacy, honesty, and control. The introduction of AI into that equation does not replace those expectations. Expectations are now intensified. A Narrow Path Forward For brands, this creates a challenging dynamic. While AI is rapidly becoming essential for visibility, personalization, and scale, at the same time, a meaningful portion of Gen Z remains wary of the impact of this technology. The result is not a reason to pull back, but a signal to be more deliberate. Brands that succeed will not use AI most aggressively, but more thoughtfully. Navigating AI with Gen Z in Mind For brands that already engage Gen Z effectively, the opportunity is to build on that foundation with increased clarity and intentionality: 1. Lead with Transparency Clear communication around how and where AI is being used will help reduce skepticism and build trust from the outset. 2. Make User Control a Priority Providing options to customize, limit, or opt out of AI-driven experiences reinforces a sense of agency, which is something this audience expects. 3. Be Selective Not every feature will benefit from AI. In certain cases, maintaining familiar, “pre-AI” experiences may better support trust, particularly around data privacy and authenticity. Importantly, research also suggests that increased exposure to AI can reduce negative sentiment over time. For brands, this underscores the importance of introducing AI in ways that feel additive, not overwhelming. In Closing AI is reshaping the digital landscape, but its adoption is not happening in a vacuum. Among members of Gen Z, increased usage is being matched by increased scrutiny. For brands, this is less a contradiction than a reality check: Technology alone is not enough. Trust, clarity, and restraint will be just as critical as innovation. Striking that balance is not always straightforward. But for brands seeking to stay relevant with this generation, it will be essential. If you are having trouble knowing how, when, and where to make your brand relevant to Gen Z, contact EGC Group. We will help you find the right balance. Related reading: Gen Z Points to Pinterest for Discovery Generating Brand Interest Among Members of Generation Z
