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Insight of the Day: Gen Z mostly doesn't care if influencers are actual humans, new study shows

Key Findings:

  • Gen Z is less bothered by AI influencers: They may even be more interested in brands that partner with AI-generated influencers, unlike older generations who tend to be more wary.

  • Authenticity is less important to Gen Z:  Authentic marketing campaigns are less important to them compared to older generations who value it more.

  • Follower count matters: Gen Z prioritizes social media influencers with a large following.

Implications:

  • AI presents an opportunity for brands: Companies targeting Gen Z consumers could strategically partner with AI influencers to reach this demographic.

  • Social media landscape is shifting: Traditional notions of influencer marketing, built on authenticity and personal brands, may be less effective with Gen Z audiences.

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