L’Intelligence artificielle et la génération Z : Vers une nouvelle ère du marketing digital

Artificial intelligence (AI) is redefining human interactions with technology. While AI is expanding across numerous sectors, a specific group seems to have grasped its implications with remarkable ease: Generation Z, or young adults aged 18 to 25. A recent study conducted by Heaven agency highlights this massive adoption of AI and reveals uses that go well beyond mere curiosity. For marketing professionals, understanding this dynamic is becoming crucial.

A breathtaking adoption of AI among the youth

According to the study, 86% of young people have used an AI tool in the last six months, an impressive figure that reveals not only enthusiasm but, above all, a natural integration of AI into their daily lives. Furthermore, 39% of this age group uses it daily, a leap of 18 points compared to the previous year.

AI as a lever of innovation

Far from being a mere technological trend, AI is becoming an essential tool for Generation Z in several areas of their lives: studies, content creation, information research, or even entertainment. Young people have embraced AI as a means to simplify, personalize, and enhance their digital interactions.

Here are some examples of the most widespread uses:

• Information research (89.2% of young people use it to find information)

  Young people prefer to interact with AI for quick and accurate answers rather than sifting through multiple pages of results on a traditional search engine.

  
  

• Content creation (74.8%)  

  Whether generating post ideas, creating visuals, or writing texts, AI has become a true creative toolbox. Tools like ChatGPT, Midjourney, or DALL·E are regularly used to produce images, videos, or music tailored to users' specific needs.

  
  

• Personalized recommendations (65.7%)  

  AI helps young people discover new content, products, or services that match their tastes, habits, or interests, whether they are films, books, or even blog articles.

Young people's favorite AI tools

Among the numerous AI tools available, some stand out particularly among Generation Z:

• ChatGPT is the most popular AI tool with 76.4% usage. Its accessibility and ability to provide accurate answers across various fields make it an indispensable ally.

• My AI from Snapchat, with 46.8% usage, is another striking example of AI integration into popular social platforms among young people.

• Creative tools like Midjourney and DALL·E are also used to generate stunning visuals and artistic works.

These tools allow young people to reinvent their way of communicating and consuming information. They don’t just receive content; they create and adapt it to their needs.

A major impact on marketing: what opportunities for brands?

Artificial intelligence offers brands tremendous levers to rethink their way of interacting with young generations. It first allows for a more precise personalization of content and interactions. Through analyzing behaviors and preferences, AI tools can generate much more targeted product, service, or content recommendations. This ability to tailor the message to each user is particularly appreciated by those aged 18 to 25, who expect brands to speak to them in a direct and relevant manner.

AI has also become an accelerator of creativity. Brands can now rely on it to quickly produce visuals, texts, or even videos at a lower cost while maintaining a high level of quality. Tools like ChatGPT, Midjourney, or DALL·E allow for the creation of original, immersive content that aligns with Gen Z's visual codes. This enables brands to be present where young people spend the most time: on social media, messaging apps, or creative platforms.

Another asset of AI lies in its ability to create engaging conversational experiences. Young people are very familiar with chat-type interfaces, and interacting with a chatbot or an AI assistant feels completely natural to them. These formats allow for a more direct, lively, and often more useful dialogue by providing instant, personalized, and even playful answers.

Finally, faced with a generation that expects brands to be authentic, responsible, and aligned with their values, AI can also play a key role. By better understanding users’ needs, interests, or sensitivities, it helps brands adopt a communication style that is fairer, more ethical, and more human. This builds a relationship of trust, reinforced by the coherence between young people's expectations and the responses provided by AI.

And now?

AI is no longer just a high-tech gadget: it is already part of young people's daily lives. Whether for creating, informing, expressing, or interacting with brands, it profoundly changes their relationship with the digital world.

For marketing professionals, this is a clear signal: it is time to adapt strategies, rethink formats, and dare to explore new playgrounds. This ultra-connected generation expects personalized, fluid, and above all, authentic experiences.

Brands that understand these new codes – and that will use AI to enrich, not replace, creativity – will gain a true advantage. Because, fundamentally, AI is not there to do "in place of", but to do better, faster, more accurately. And that is a golden opportunity to imagine a more intelligent, more human marketing… and much more inspiring.