72 Wielding an estimated $150 billion purchasing power globally, Gen Z consumers – spanning those born between 1997 and 2012 – are a marketplace force to be reckoned with. This tech-savvy generation therefore deserves attention from businesses with authentic digital experiences dominating their decision making. 56 percent of Generation Z expect personalised content – which harnesses the power of artificial intelligence (AI) – tailored to their own unique interests and preferences. THE DIGITAL LANDSCAPE One of Generation Z’s defining characteristics is their impressive levels of tech-literacy. Gary Clark, Academy Director at SIA Austria explains: “Gen Z grew up in an increasingly digital world, spending their formative years surrounded by smartphones, social media and its accompanying personalisation. “From curated playlists on streaming platforms to customised, AI-driven product suggestions on e-commerce websites, they are accustomed to the tailored experience. In fact, 89 percent of Generation Z are willing to pay for customised experiences using their data. “This expectation extends beyond mere convenience but is a fundamental requirement for engaging this audience.” HOW CAN AI HELP? With this desire for personalised communications, AI plays a pivotal role in meeting Gen Z’s expectations. Artificial Intelligence offers unparalleled capabilities in understanding and predicting consumer behaviour. For Embracing AI How businesses can adopt AI to connect successfully with Gen Z, shared by Ski and snowboard instructor course business, SIA Austria
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