Artificial intelligence and Generation Z: Towards a new era of digital marketing

Artificial intelligence (AI) is redefining human interactions with technology. A recent study conducted by Heaven agency highlights massive AI adoption among Generation Z (aged 18 to 25).

A breathtaking adoption of AI among the youth

86% of young people have used an AI tool in the last six months. 39% of this age group uses it daily — a leap of 18 points compared to the previous year.

AI as a lever of innovation

Most widespread uses: Information research (89.2% use AI to find information — preferring quick, accurate answers over multiple search engine result pages). Content creation (74.8% — generating post ideas, creating visuals, writing texts with tools like ChatGPT, Midjourney, DALL·E). Personalized recommendations (65.7% — AI helps young people discover content, products, or services matching their tastes).

Young people’s favorite AI tools

ChatGPT is the most popular with 76.4% usage. My AI from Snapchat with 46.8% usage. Creative tools like Midjourney and DALL·E for generating visuals.

A major impact on marketing

Precise personalization: AI tools generate much more targeted recommendations. AI has become an accelerator of creativity — brands can produce visuals, texts, or videos at a lower cost. Conversational experiences: Gen Z is very familiar with chat-type interfaces. Authenticity: AI helps brands adopt communication that is fairer, more ethical, and more human.

And now?

AI is already part of young people’s daily lives. For marketing professionals, it is time to adapt strategies, rethink formats, and dare to explore new playgrounds. Brands that understand these new codes — using AI to enrich rather than replace creativity — will gain a true advantage.