Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising
IntroductionGen Z, a tech-savvy consumer group, has highly evolved in its approach to new-age advertising. The rise of Generative Artificial Intelligence (Gen AI) has revolutionized advertising by enabling hyper-personalized content, making it essential to understand its influence on Generation Z (G...
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| Format: | Article |
| Language: | English |
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Frontiers Media S.A.
2025-07-01
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| Series: | Frontiers in Communication |
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| Online Access: | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1554551/full |
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| author | Rupa Peter Veni Roshith Sheethal Lawrence Arthi Efcibha Mona Kodhai B. Narayanan Fathima Yusaira |
| author_facet | Rupa Peter Veni Roshith Sheethal Lawrence Arthi Efcibha Mona Kodhai B. Narayanan Fathima Yusaira |
| author_sort | Rupa Peter |
| collection | DOAJ |
| description | IntroductionGen Z, a tech-savvy consumer group, has highly evolved in its approach to new-age advertising. The rise of Generative Artificial Intelligence (Gen AI) has revolutionized advertising by enabling hyper-personalized content, making it essential to understand its influence on Generation Z (Gen Z) population. This study explores the responses of Gen Z participants in India to Generative Artificial Intelligence based, hyper-personalized advertisements, with a specific focus on emotional responses and brand interactions which are significant predictors of advertisement success.MethodsUsing qualitative research methods, semi-structured interviews were conducted with 40 Gen Z participants. Thematic analysis of the data was performed to understand the major themes pertaining to emotional responses and brand interactions to this form of Gen AI-driven advertising.ResultsTwo major themes and five sub-themes were revealed through thematic analysis. The first theme, diverse emotional responses, encompassed two sub-themes, curiosity and interest as well as fear and suspicion. The second major theme, enhanced brand experience, encompassed three sub-themes of advanced targeted marketing; initial attraction and brand engagement; and brand connection and loyalty, as perceived by the participants.DiscussionFindings imply that brands can harness Gen AI-driven, hyper-personalized advertisements to evoke meaningful emotions, enhancing consumer loyalty and building stronger, more personal connections with their audience. |
| format | Article |
| id | doaj-art-03a8d210e65c4f25991b47385ccef51b |
| institution | DOAJ |
| issn | 2297-900X |
| language | English |
| publishDate | 2025-07-01 |
| publisher | Frontiers Media S.A. |
| record_format | Article |
| series | Frontiers in Communication |
| spelling | doaj-art-03a8d210e65c4f25991b47385ccef51b2025-08-20T03:17:51ZengFrontiers Media S.A.Frontiers in Communication2297-900X2025-07-011010.3389/fcomm.2025.15545511554551Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertisingRupa Peter0Veni Roshith1Sheethal Lawrence2Arthi Efcibha Mona3Kodhai B. Narayanan4Fathima Yusaira5St Joseph's University, Bengaluru, IndiaBath Spa University, Bath, United KingdomChrist University, Bengaluru, Karnataka, IndiaCentral University of Karnataka, Gulbarga, IndiaSt Joseph's University, Bengaluru, IndiaChrist University, Bengaluru, Karnataka, IndiaIntroductionGen Z, a tech-savvy consumer group, has highly evolved in its approach to new-age advertising. The rise of Generative Artificial Intelligence (Gen AI) has revolutionized advertising by enabling hyper-personalized content, making it essential to understand its influence on Generation Z (Gen Z) population. This study explores the responses of Gen Z participants in India to Generative Artificial Intelligence based, hyper-personalized advertisements, with a specific focus on emotional responses and brand interactions which are significant predictors of advertisement success.MethodsUsing qualitative research methods, semi-structured interviews were conducted with 40 Gen Z participants. Thematic analysis of the data was performed to understand the major themes pertaining to emotional responses and brand interactions to this form of Gen AI-driven advertising.ResultsTwo major themes and five sub-themes were revealed through thematic analysis. The first theme, diverse emotional responses, encompassed two sub-themes, curiosity and interest as well as fear and suspicion. The second major theme, enhanced brand experience, encompassed three sub-themes of advanced targeted marketing; initial attraction and brand engagement; and brand connection and loyalty, as perceived by the participants.DiscussionFindings imply that brands can harness Gen AI-driven, hyper-personalized advertisements to evoke meaningful emotions, enhancing consumer loyalty and building stronger, more personal connections with their audience.https://www.frontiersin.org/articles/10.3389/fcomm.2025.1554551/fullGen AI advertisementshyper-personalizationemotional responsesbrand interactionbrand engagementbrand connection |
| spellingShingle | Rupa Peter Veni Roshith Sheethal Lawrence Arthi Efcibha Mona Kodhai B. Narayanan Fathima Yusaira Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising Frontiers in Communication Gen AI advertisements hyper-personalization emotional responses brand interaction brand engagement brand connection |
| title | Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising |
| title_full | Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising |
| title_fullStr | Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising |
| title_full_unstemmed | Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising |
| title_short | Gen AI – Gen Z: understanding Gen Z’s emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising |
| title_sort | gen ai gen z understanding gen z s emotional responses and brand experiences with gen ai driven hyper personalized advertising |
| topic | Gen AI advertisements hyper-personalization emotional responses brand interaction brand engagement brand connection |
| url | https://www.frontiersin.org/articles/10.3389/fcomm.2025.1554551/full |
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