While brands using AI to target AI-obsessed young consumers might seem like the obvious move, the reality isn’t as cut and dried as you might think. Yes, AI is an incredibly normalized part of young consumers’ everyday lives—YPulse’s AI (Artificial Intelligence) report shows 69% of 13-39-year-olds use AI tools / chatbots weekly or more often. But the number of young people who think AI has a positive impact on the world has dropped significantly in just the past year, falling from 77% to 55%. At the same time, brands are experimenting more earnestly with AI-generated campaigns, and Gen Z is quick to call out when those efforts feel lazy, uncanny, and unnecessary. Over the past year alone, we’ve seen multiple brands face backlash over their AI use, from SVEDKA’s AI-generated Super Bowl campaign to criticism aimed at Duolingo and yet another AI-heavy holiday ad from Coca-Cola. That growing skepticism has also sparked the rise of “AI-rejection” marketing (which YPulse wrote about!) as brands highlight handmade elements and “no...
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