Generation Z increasingly trusts AI, its algorithms, and its efficiency

Digital natives, trendsetters, connected to the environment, gender and social causes, Generation Z youth lead a double life, one in the streets, work and education environments, and another in a digital world where artificial intelligence is beginning to revolutionize the world.

Born between the mid-1990s and the first decade of the 2000s, Generation Z is known for valuing authenticity, transparency, and social responsibility, and is also the generation that makes the most of existing hyper-connectivity and artificial intelligence automated algorithms.

“In order to reach these young people, it is necessary to adopt a sincere approach that highlights their values ​​and moral commitments, so that there is a greater chance of attracting their attention, and AI can achieve this in an increasingly better way,” said Wilson Mauricio Lizarazu Muriel, professor in the Business Engineering Program at Unifranz Franz Tamayo University.

A study conducted by the Jigsaw team of Google security experts shows that Generation Z is increasingly trusting artificial intelligence, its algorithms, and efficiency.

Jigsaw has spent the past two years consulting in the U.S. and India, surveying young people aged 18 to 24, a demographic within the Generation Z framework, on how they trust AI that generates content they consume on the internet.

Research shows that this generation spends the most time on the internet and is able to quickly and fluidly switch between different mental and emotional states while browsing, which researchers call “information mode.”

These information patterns determine how and why study participants rely on generative AI and how they apply their literacy skills in their daily lives, that is, their reading, writing, calculation, comprehension, and communication skills.

For young people of Generation Z, the most important thing seems to be entertainment when surfing the Internet.

“They wanted to kill time and introduced credible heuristics after becoming familiar with the algorithms. Above all, they valued efficiency and did not hesitate to use generative AI to achieve their goals quickly, even if this came at the expense of accuracy,” the study explained.

Veronica Agreda, president of the Franz Tamayo University, believes that adults think that young people are out of touch with reality, although this is not true because thanks to new technologies, social networks and mobile phones they are permanently connected with other communities in different regions. The same values, principles and feelings are shared around the world.

“The fact is that a cultural phenomenon and an urban culture are emerging whose protagonists are precisely young people, corresponding to the new generation, who call for the protection of the environment, seek non-violent demonstrations, seek new forms of expression, and who find in digital art and virtual worlds other ways of producing a new reality,” he pointed out.

A study conducted by Stanford University in the United States in collaboration with MasterCard shows that impulse online shopping during work hours has increased significantly, with an estimated increase of $375 billion compared to the previous year.

The analysis highlights that this trend is most pronounced among Generation Z, with 41% of respondents from this generation admitting to shopping online while at work.

This growth is mainly attributed to the practice of remote work, which has led to profound changes in consumer habits. Overall, more than 25% of employees admitted to shopping during working hours, with the most active period between 10:00 and 13:00, and the peak on Fridays being the most obvious.

The study attributes the increase in online shopping to employees’ need for short breaks during the workday to escape from their daily routine.

When working from home, employees and collaborators are unable to socially interact as they would in the office, which leads them to replace internet browsing and shopping during breaks as a way to break up the monotony of work tasks. Shopping platforms are a common destination during these short breaks.

Their innate connection to the digital world makes them a key audience for companies looking to expand their reach and increase sales in today’s market.

“Modern marketing strategies must consider Generation Z as an essential part of the market,” the business engineer noted, explaining that by understanding and catering to their unique needs, values ​​and preferences, brands can build strong relationships and lasting relationships with this audience, thereby ensuring their success in an increasingly competitive and dynamic business environment.