The Robins Have Thoughts About Brands Using AI, and They’re Not Afraid to Share

Often referred to as the generation of the internet, gen z has come of age in times marked by rapid and significant technological advancements. So it is easy to assume that gen z would be comfortable with developing tech like AI, right? 

Not necessarily. SuperHeroes spoke to The Robins, its EU and US gen z insight collective, about their fears, hopes, and experiences with brands using generative AI in their marketing efforts. This panel comes a year after the initial conversation with The Robins about their feelings on AI; one year and plenty of advancements later, gen z'ers still hold reservations about brands turning to AI in place of human creativity, despite what some research suggests.

Here are some key takeaways from the conversation:

1. Marketers Are Way More into AI Than Gen Z

According to EConsultancy, in 2023, 75% of marketers have used or have considered using generative AI, but only 47% of European gen z'ers and 29% of US gen z'ers reported feeling enthusiastic about the emerging tech (GWI). This discrepancy exposes a knowledge gap between marketers and their gen z consumers, a gap that leads to brand distrust and isolation from young consumers. Although AI can help brands develop fool proof marketing tactics, The Robins aren’t looking for flawlessness; they reiterated that gen z values authenticity and the humanness of imperfections.

“Marketers can come up with much more amazing stuff than AI. I love the imperfection side of marketing tricks.” (Brennin).

2. Stick to Your Brand Values

Integrating generative AI into marketing tactics can be strategic depending on the brand and industry, but it could be detrimental for some, as well. The Robins believe that brand identities built upon values like sustainability, transparency, social responsibility, etc. are not ideal candidates for incorporating AI into their marketing strategies. On the contrary, tech companies, innovative start-ups, or other new age industries that have values more aligned with AI may benefit from using it and being transparent about their usage.

No matter what side of the spectrum your brand is on, staying true to brand values is key: 92% of gen z'ers say that authenticity is’ extremely’ or ‘very’ important to them (EY). The Robins echoed this sentiment, emphasising brands that randomly jump onto the AI train without a logical connection to what they stand for come off to young consumers as inauthentic or deceiving. 

“If Airbnb creates an AI tool that helps you to find perfect locations: amazing. But if something like Patagonia, which is all about the natural, starts doing something with AI, I would feel a bit hesitant because I would wonder since this is not in line with your values, are you lying about them?” (Serhii)

3. Use AI to Optimise, Not to Take Shortcuts

The Robins feel strongly about using AI only for supporting work-related tasks, and not using it to replace critical thinking and creativity. They expressed being open to brands using AI ‘behind the scenes’ for brainstorming or research purposes. But when brands turn to AI for creative ideation, young people perceive the usage as lazy and irresponsible.

“AI can be helpful for finding inspiration, but it becomes harmful and like cheating when it generates most of your work for you.” (Genesis) 

4. Don't Lose the Human Factor

46% of gen z's are said to likely be more interested in brands that use AI influencers… but the Robins would have to disagree. In our conversation, the panellists expressed that relatability and affability are key to influencers’ success. Human connection simply can not be replicated by AI, and feeling accessible to an audience is what makes the most popular influencers stand out.

“AI is always made of what some other people have done, if you want to be a brand and stand out, why not do it yourself.” (Jaminee)

5. If You Use It, Claim It

According to Hootsuite, only 17% of gen z globally report being unable to identify AI-generated images. So that means for most young people, if it smells like AI and looks like AI… they’ll know it’s AI. The Robins believe that if your brand chooses to use generative AI, take ownership of that decision. As we’ve learned from our panellists, gen z consumers appreciate transparency. Not being transparent about AI usage is perceived as misleading and can damage brand trust. And gen z is not afraid to publicly call a brand out for inauthenticity.

“I believe transparency is very important, brands should always mention it.” (Orla)

While generative AI offers exciting possibilities for marketers, our conversation with the Robins proves that gen z holds nuanced and cautious perspectives on its integration into brand strategy. The Robins revealed to us that authenticity, adherence to brand values, and the preservation of human creativity are most important to gen z. Brands that choose to use AI should do so transparently, without compromising the human touch that gen z so deeply values. In doing so, brands can bridge the trust gap and foster genuine connections with their young consumers.