Home>Life>Digital Culture
AI influencers could actually benefit brands looking to connect with Gen Z consumers.
ByElizabeth de Luna on
Credit: Noam Galai / Getty Images
A new study has found that Gen Z may value AI and authenticity on social media differently than older generations. Analytics firm Sprout Social's 2024 Influencer Marketing Report gathered feedback from 2,000 respondents across the US and UK about their experience consuming social content.
SEE ALSO:
Gen Z is apparently reviving the Facebook 'Poke'Even as governments grapple with the regulation and roll out of AI, survey respondents were evenly split in their feelings about a brand working with an AI influencer. While 27 percent of respondents said they would be "indifferent" to it, 37 percent said it would make them more interested in the brand and 37 percent said it would make them distrustful of the brand. The report notes that 46 percent of Gen Z respondents, specifically, said they would be more interested in a brand that worked with an influencer generated with AI.
Mashable Top Stories
Stay connected with the hottest stories of the day and the latest entertainment news.
Sign up for Mashable's Top Stories newsletter
By signing up you agree to our Terms of Use and Privacy Policy.
Thanks for signing up!
The report also underscored a generational divide in perception around "authentic" marketing, which is of less value to Gen Z. While the report says that "about half" of Millennials, Gen X, and Baby Boomers said they valued influencer authenticity, only 35 percent of Gen Z said they did.
Related Stories
- 'Finfluencers' and firms warned by UK that crypto meme ads can't be misleading
- Snapchat will now watermark users' AI-generated images
- Teens who talk about their mental health on this app may be taking a big risk
So what do Gen Z care about? For them, it's actually more of a numbers game. The report notes that 47 percent of Gen Z respondents said that they valued an influencer's follower count.
TopicsArtificial IntelligenceSocial Media
Elizabeth de Luna
Culture Reporter
Elizabeth is a digital culture reporter covering the internet's influence on self-expression, fashion, and fandom. Her work explores how technology shapes our identities, communities, and emotions. Before joining Mashable, Elizabeth spent six years in tech. Her reporting can be found in Rolling Stone, The Guardian, TIME, and Teen Vogue. Follow her on Instagram here.
Recommended For You
Google's AI model just got faster with Gemini 1.5 Flash
It all went down at the Google I/O event.
By Christianna Silva
Microsoft launched a new ‘air-gapped’ AI model — but none of you can use it
For spies' eyes only.
By Cecily Mauran
'Babes' star Michelle Buteau retells her first ever joke
It's a banger.
By Shannon Connellan
Apple iPad Air 2024 (13-inch) review: More space for the 'I use it as a laptop' folks
Wasn't broken, so Apple didn't fix it.
By Kimberly Gedeon
Jon Stewart's 15-minute teardown of AI is both hilarious and disturbing
"AI is going to be ready to take over by Thursday."
By Sam Haysom
More in Life
The Amazon Memorial Day is already live with incredible deals on tech, summer prep, home goods, and more
Grab these deals before they sell out.
By Lauren Allain
Memorial Day sales are already kicking off — here's what you need to know
If you need a new mattress, now is the time to get one.
By Dylan Haas
Make a splash with the first 'Percy Jackson' adventure 'The Lightning Thief', 43% off at Amazon
Read the book and then watch the new show on Disney+.
By Brittany Vincent
Dive into 'The Three-Body Problem' after you watch the Netflix series for just $8
Settle in with this sci-fi best seller that's heavily discounted during the Amazon Book Sale.
By Brittany Vincent
Get BookTok's book du jour 'Tomorrow, and Tomorrow, and Tomorrow" Kindle edition for just $5.99
If it's good enough for John Green, it's good enough for your TBR list.
By Tabitha Britt
Trending on Mashable
NYT Connections today: See hints and answers for May 18
Everything you need to solve 'Connections' #342.
By Mashable Team
NASA spacecraft spots dead robot on Mars surface
A Martian artifact.
By Mark Kaufman
NYT Connections today: See hints and answers for May 19
Everything you need to solve 'Connections' #343.
By Mashable Team
'Wordle' today: Here's the answer hints for May 18
Here are some tips and tricks to help you find the answer to "Wordle" #1064.
By Mashable Team
The biggest stories of the day delivered to your inbox.
This newsletter may contain advertising, deals, or affiliate links. Subscribing to a newsletter indicates your consent to our Terms of Use and Privacy Policy. You may unsubscribe from the newsletters at any time.
Thanks for signing up. See you at your inbox!
- TECH
- SCIENCE
- LIFE
- SOCIAL GOOD
- ENTERTAINMENT
- BEST PRODUCTS
- DEALS
- About Mashable
- Contact Us
- We're Hiring
- Newsletters
- Sitemap
Mashable supports Group Black and its mission to increase greater diversity in media voices and media ownership. Group Black's collective includes Essence, TheShadeRoom and Afro-Punk.
©2005–2024 Mashable, Inc., a Ziff Davis company. All Rights Reserved.
Mashable is a registered trademark of Ziff Davis and may not be used by third parties without express written permission.
- About Ziff Davis
- Privacy Policy
- Terms of Use
- Advertise
- Accessibility
- Do Not Sell My Personal Information