Gen Alpha is now the most digitally native generation. A big part of that is growing up alongside the evolution of AI.
This is the cohort that was born into a world where screens surrounded them at every corner. They learned how to scroll before they could roll and negotiate household purchases before most of them can drive (the oldest turn 16 this year).
Today, they are utilizing AI as an everyday tool, not just a secondary means of homework help. It has become a guiding light providing Alphas with both creative and decisioning power. Marketers should be aware that as this cohort reaches adulthood, they come equipped with enough AI awareness to alter the way brands communicate with consumers.
AI as an educational tool
As the number of students and teachers utilizing AI continues to rise, this technology has become an essential educational tool for Gen Alpha. According to Razorfish’s research, 36% of Alphas use AI to make schoolwork easier, with 29% using it for the purposes of memorization and making schedules. They’re able to rely on this technology for readily available answers to questions and brainstorming solutions to problems, which keeps learning engaging. Today’s students have AI-assisted tutoring at their fingertips that provides instant feedback at any hour of the day.
Gen Alpha parents are also in agreement about the educational benefits that AI brings to the table. Razorfish research has shown that 56% believe its usage will lead to more creativity and 53% trust that it will lead to their children learning useful skills for the future. Amongst these positive sentiments, parents are also correlating this technology with career readiness, improved critical thinking, and more efficient learning.
Brands should be aware that this cohort and the majority of their parents view AI as both informative and exciting. They’ve grown up in a world that offers personalized results and readily available responses, which means that they will expect marketers to do the same.
AI as a creative outlet
Screen time has become synonymous with playtime. According to PwC, Gen Alpha is averaging more than three and a half hours of recreational screen time daily, which means that outside of school hours, Alphas are using technology for entertainment.
According to GWI, Alphas differ from previous generations because they care more about what a high-tech device enables them to do versus just owning a new device. This makes sense as to why AI has become the largest creative outlet for this cohort, with 59% using it to make something creative, such as writing stories and making music or art. 47% of Alphas are also utilizing it to learn something new and expand on their interests—from learning about video games to what new beauty product they should purchase.
Marketers should be aware that this cohort is using their screen time and AI accessibility to proactively engage in a phygital world, when physical and digital elements are seamlessly interconnected to create unique, interactive experiences. Nonetheless, Razorfish research has shown that parental restrictions on this type of technology could play a large role in the execution of this entertainment, with a range of 15% not having any restrictions at home to 12% not allowing any sort of AI usage.
However, the youngest generations also agree that AI has made quality content harder to find across the board. Brands should take note that although this cohort knows AI and they aren’t afraid to use it, they can also differentiate between what is authentic content and what is “AI slop.” Many have come to believe that everything they see online is fake, which will make it difficult for genuine connections to form between brands and Alphas.
AI as a technological sidekick
Not only has AI become an educational tool and creative outlet for Gen Alpha, but it’s also become a sort of technological confidant. According to Razorfish’s research, 27% of Alphas say that they utilize AI for talking or advice and 55% communicate with it to find answers to questions like how to answer a math question or what they want to add to their birthday wish list. With parental approval and AI acceptance, they are becoming well-versed in how to use AI to their advantage by turning it into an answer machine that’s well integrated into their everyday lives.
PwC found that there are five types of Gen Alpha personas using technology today and one child can be a combination of multiple: the gamers, young founders, fit checkers, glow getters, and outside kids. Each of these personas have different ways of interacting with technology daily, but one thing remains consistent: they’re all being influenced by technology and are developing an understanding about their likes and dislikes from a young age. They’re the “add to cart generation” that’s been able to influence households and marketers should understand that Alphas know what products and brands they like before they have their own income.
With AI and technology by their side, Gen Alpha has been given the power to learn information readily and negotiate purchasing power steadily. They’re accustomed to personalized content and can point out inauthenticity from a mile away. Marketers should be aware that this generation knows what they want and aren’t afraid to ask for it.
