How Gen Z feels about AI-generated content

In a world where artificial intelligence is reshaping content creation at breakneck speed, one question looms large for marketers and creators alike:

How does Gen Z—the first truly digital-native generation—feel about AI-generated content? 

With Gen Z's growing purchasing power and influence, understanding their stance on AI content isn't just interesting—it's essential for business success. And the stakes are high: in the U.S. alone, Gen Z represents US$360 billion in spending power, making them an economic force that brands can't afford to misunderstand.

Keep reading to discover how AI content resonates with Gen Z and what businesses can learn from it.

Short on time?

Here's a table of contents to help you find what you're looking for:

• Who is Gen Z?
• Gen Z's views on AI-generated content
• What works: successful AI integration case studies
• When AI goes wrong: cautionary tales
• How brands can connect with Gen Z through AI content
• The future of AI content and Gen Z

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Who is Gen Z?

Born between the late 1990s and early 2010s, Gen Z has grown up in a world where technology and the internet are as fundamental as electricity. Unlike previous generations who adapted to digital technology, Gen Z has never known a world without it.

As digital natives, their online behavior shapes their perspectives in profound ways. Recent data shows that 47% of adult Gen Z users in the U.S. spend 2-4 hours daily on social media, while a significant 60% dedicate at least 4 hours per day to these platforms. This extensive digital engagement influences not just what content they consume, but how they evaluate its authenticity and value.

Gen Z's views on AI-generated content: a complicated relationship

When it comes to AI-created content, Gen Z's perspective is nuanced. They're simultaneously excited by AI's possibilities and deeply skeptical of its limitations.

Authenticity above all

For Gen Z, authenticity isn't just preferred—it's expected. A recent study found that 55% of participants aged 16-24 favored human-written articles, finding them more engaging than AI-generated alternatives.

This preference for human-created content stems from Gen Z's ability to detect inauthenticity, leading to distrust of content that feels overly polished or impersonal.

The numbers tell a compelling story: 62% of Gen Z prefer brands that produce authentic and relatable content, and a striking 84% trust brands more when they feature real customers in advertisements.

This emphasis on authenticity explains why platforms like BeReal, which encourages unfiltered photo sharing, have gained such popularity among this demographic.

Trust is complicated

Gen Z's relationship with AI is characterized by both embrace and caution. While 70% report using generative AI tools, only 52% trust these tools to help them make informed decisions.

This gap between usage and trust highlights a fundamental tension: Gen Z appreciates AI's convenience and capabilities but harbors legitimate concerns about its reliability and implications.

Beyond mere content consumption, Gen Z forms deeper connections with brands that align with their values. Nearly 60% feel a bond with brands they use, and 46% even judge others based on the brands they purchase.

A remarkable 84% globally state the need to share values with a brand before using it—demonstrating that for Gen Z, consumption is often an expression of identity.

What works: successful AI integration case studies

Some brands have successfully navigated the complex terrain of AI content creation to win Gen Z's approval. Their success offers valuable lessons for others looking to connect with this discerning audience.

1. Spotify's Personal Touch

Spotify has masterfully used AI to create personalized experiences that resonate with Gen Z listeners. Their AI-curated playlists, such as Daily Mixes and Discovery Weekly, deliver content tailored to individual preferences without feeling robotic or impersonal.

The results speak for themselves: In 2023, Gen Z accounted for a substantial portion of Spotify's user base, contributing to a 67% increase in their music and podcast listening compared to the previous year. This success demonstrates how AI can enhance rather than replace the human elements that Gen Z values.

2. TikTok's Algorithm Magic

TikTok's algorithmic recommendations have created one of the most engaging platforms for Gen Z users. By analyzing user interactions, TikTok's AI delivers content aligned with individual interests while maintaining a sense of discovery and authenticity.

This approach has made TikTok a go-to platform for Gen Z, with 74% of Gen Z internet users utilizing it for search purposes—and 51% actually preferring it over traditional search engines like Google. This shift in search behavior highlights how effective AI can be when it enhances rather than diminishes authentic content discovery.

When AI goes wrong: cautionary tales

For every success story, there are cautionary tales of AI implementation gone awry. These failures often stem from an overreliance on technology at the expense of human connection.

1. Coca-Cola's AI Christmas Miss

In November 2024, Coca-Cola released an AI-generated Christmas commercial revisiting its classic "Holidays Are Coming" theme. Despite the nostalgic foundation, the ad faced significant criticism from consumers and marketing experts, who described it as "cold and ineffective."

Critics felt the ad lacked emotional depth and authenticity, with some even labeling it a "dystopian nightmare." This case illustrates that even established brands with beloved traditions can't simply substitute AI for the emotional resonance that human creativity brings to content.

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2. FN Meka: AI rapper controversy

FN Meka, an AI-created rapper who gained over 10 million followers on TikTok, seemed like a breakthrough success when Capitol Records signed the virtual artist in August 2022. However, the project quickly faced backlash over concerns about racial stereotyping and cultural appropriation.

Critics highlighted that FN Meka's portrayal lacked authentic understanding of the cultural context it was attempting to represent, leading Capitol Records to terminate the partnership. This case demonstrates that AI without cultural sensitivity and authentic representation can create more problems than solutions.

3. The visual authenticity gap

A Getty Images survey revealed that consumers harbor negative perceptions of brands using AI-generated images depicting humans or products. Respondents felt less favorably toward such brands, associating AI-generated visuals with inauthenticity.

This finding is particularly relevant for marketing to Gen Z, who value visual authenticity and can often detect AI-generated imagery, leading to decreased trust in the brands that use such content without transparency.

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How brands can connect with Gen Z through AI content

For brands looking to leverage AI in their content strategy while maintaining Gen Z's trust, several key principles emerge:

Enhance, don't replace

The most successful AI implementations enhance human creativity rather than replacing it. Use AI as a tool to augment human insights, not as a substitute for authentic connection.

Transparency is non-negotiable

Gen Z appreciates technological innovation but expects honesty about how it's being used. Brands should be transparent about when and how they're using AI in content creation, turning potential skepticism into appreciation for technological honesty.

Prioritize emotional resonance

The Coca-Cola example demonstrates that technical proficiency isn't enough—content must establish an emotional connection. AI tools should be used to deliver more relevant content while preserving the human touch that creates genuine emotional response.

Balance personalization with privacy

While Gen Z values personalized experiences, they're also increasingly privacy-conscious. Brands must walk a fine line between using AI for personalization and respecting boundaries around data usage.

Blend technology with authenticity

The most successful brands don't position AI as the star of the show but use it behind the scenes to deliver more authentic, relevant content. The technology should be invisible, while the human connection remains front and center.

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The future of AI content and Gen Z

As AI tools become more sophisticated and Gen Z gains more purchasing power, the relationship between this technology and its young audience will continue to evolve. What remains constant is Gen Z's expectation for content that feels genuine, aligns with their values, and respects their intelligence.

Brands that can navigate this complex landscape—using AI as a means to deliver more authentic, personalized experiences rather than as a cost-cutting substitute for human creativity—will find a receptive audience in Gen Z. Those that fail to understand the importance of authenticity risk losing relevance with a generation that can spot inauthenticity from a mile away.

The message from Gen Z is clear: They don't mind AI-generated content, as long as it serves human connection rather than replacing it. The technology itself isn't the problem—it's how brands choose to implement it that makes all the difference.

For marketers and content creators, the key isn't choosing between AI and authenticity, but finding ways to use the former to enhance the latter. In doing so, they'll connect with a generation that doesn't just consume content but evaluates, critiques, and ultimately chooses whether a brand deserves their loyalty in an increasingly crowded digital landscape.

This post is created by ContentGrow, providing scalable and tailored content creation services for B2B brands and publishers worldwide. Book a discovery call to learn more.

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