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The AI Features from Brands That Work (and Don’t) With Gen Z

Gen Z likes AI features from brands that serve a real purpose, enhance their experience, and don’t replace live human interaction…

Written and Edited by the YPulse Editorial Team

Jun 26 2025
North America

KEY TAKEAWAYS

Gen Z likes some AI features as long as it doesn’t cross the line into inauthentic
They like brands using AI features that are helpful to their shopping experience
They’re less into AI that replaces humans—especially AI-generated influencers or avatars replacing real people

As a brand, using AI in a way that actually resonates with Gen Z is easier said than done. Not every AI-powered feature hits the mark for them; there’s a clear difference in some tools and integrations being helpful and innovative, while others still feel inauthentic. And even though it’s become so normal, we’ve seen major brands take heat for their AI experiments for years now. Levi’s got backlash after announcing plans to use AI models in the name of “diversity” in 2023; Coca-Cola’s AI-generated holiday video didn’t land well last year; and just last month, Duolingo pulled social media...