Last year, we explored the two halves of Gen Z: The Elder Z community and the Younger Z to check in on how they view the world. As with each wave of research, we also dug deeper into two topics, with this wave AI and social media habits. The data’s in and we’re ready to unpack it for brands looking to connect with Gen Z.
General Attitudes of AI
When it comes to Gen Z’s overall feelings on AI, we wanted to understand if they view it as a tool or an outlet for creativity in their day-to-day life. Over three-quarters of Gen Z are at least somewhat familiar with the term “generative AI” and have generally positive feelings about AI’s uses and how it can be used to enhance creativity and productivity. With 80% of Gen Z excited about the possibilities generative AI has to offer, there remains a healthy skepticism around things like misinformation caused by uncurbed, unregulated AI-driven inaccuracies.
AI Awareness:
When it comes to specific tools, OpenAI’s ChatGPT leads with 74% awareness, while Google’s Gemini is recognized by 50%. Gen Z is primarily using AI for writing assistance (47%), fact-checking (43%), learning new skills (41%) and entertainment (40%). These numbers provide insights into AI becoming an increasingly accessible tool and point of reference in the consciousness of this generation.
Gen Z’s perceptions regarding brands using AI is a bit of a mixed bag. Authenticity and transparency remain non-negotiable for this generation, with 54% agreeing that brands leveraging AI for enhancing photos or videos may appear less trustworthy. This aligns with their broader skepticism around misinformation in the digital landscape. It’s not all caution, however. A striking 79% of Gen Z respondents view brands using AI in transparent ways as smart and innovative.
The takeaway? While there’s a balancing act between building trust and showcasing innovation, the opportunity is immense for brands to position themselves as trailblazers in the AI space. The key lies in maintaining authenticity while demonstrating how AI drives meaningful, consumer-focused solutions.
Generational Nuances Within Gen Z
Interestingly, there are even further cultural trends and breakdowns by age within this generation on what tasks they rely on with AI, providing insights in how this evolution may occur as they age up.
The Youngest (16-17 years old): For this group, AI serves as a window to the world. Over half (51%) use it for research or fact-checking, leveraging it as a tool to explore new topics and deepen their understanding of the world around them.
College-Aged (18-19 years old): Creativity takes center stage here, with 45% using AI for brainstorming new ideas. This age group sees AI as a collaborator, fueling their creative endeavors.
Emerging Professionals (20-22 years old): AI’s practical applications dominate this segment, with 48% utilizing it for writing assistance across emails, reports and academic projects. This underscores their focus on productivity and career growth.
Elder Gen Z (23-24 years old): Advancement and skill-building are the priorities for this cohort, with 49% relying on AI to acquire new skills or dive deeper into their hobbies and trades. For them, AI is a partner in achieving both personal and professional milestones.
By aligning with Gen Z’s needs and values, brands can turn AI from a buzzword into a bridge, creating authentic connections and staying ahead of the curve in an increasingly AI-driven world.
Social Media
General Attitudes:
Gen Z’s mirror into the world is and will likely always will be social media. It’s their lens, their megaphone and their connection to everything from news to communities of interest. Since our last dive into the data, platforms like YouTube, Discord, and Tumblr have seen a notable uptick in usage, while Facebook, Twitter (now X), Reddit, and even Venmo have taken a hit. This shift marks a slightly significant departure from the 2019 wave of research we conducted. Yet, despite the rise and fall of individual platforms, one thing remains: Gen Z’s love for connection on social media. A staggering 99% of respondents report frequently using at least one of their preferred social media platforms.
Usage & Time Spent on Social Media:
When it comes to screen time, the story of Gen Z’s social media habits is one of shifting priorities and changing loyalties. While Instagram and Snapchat once dominated their daily scrolls, usage of these platforms has reduced since 2019. The aesthetic feeds and disappearing stories that once captivated this cohort seem to be losing their luster as newer platforms offer more dynamic and immersive experiences.
Enter TikTok: the reigning champion of Gen Z’s attention. In 2019, it was a burgeoning app gaining traction. Now, it’s a cultural force. The combination of endlessly scrollable, highly personalized content and its addictive “For You” feed has turned TikTok into the go-to platform for entertainment, education, and even activism. Its meteoric rise has not only reshaped how Gen Z spends their time but also redefined the very concept of “social” in social media—less about maintaining curated profiles based on people you may know and more about discovering content centered around topics they care about.
Time spent on social media overall remains significant, with Gen Z logging at least 3 hours daily to stay connected, entertained, and informed. However, where that time is spent continues to evolve. For brands, this means meeting Gen Z where they are now—and adapting quickly to where they’ll go next.
Interested in learning more about how to connect with Gen Z? Hiebing is the right partner for you. Email Nate Tredinnick at ntredinnick@hiebing.com to set up a call.