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% of Generation Z expect personalised content – which harnesses the power of artificial intelligence (AI) – tailored to their own unique interests and preferences.
Ski and snowboard instructor course business, SIA Austria, explore how best to leverage AI for Gen Z success.
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% 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.”
Read on to learn more about how AI can enable this.
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 Gen Z, this means receiving content, recommendations and offers that resonate with their individual preferences and lifestyles.
Here’s how your business can use it to create impactful marketing campaigns:
Personalisation at scale
In a recent survey, Gen Z shoppers expressed the highest rate of approval for personalised marketing. AI enables businesses to analyse vast amounts of data to discern patterns and preferences. This capability allows for highly personalized marketing campaigns that can adapt in real-time to changes in consumer behaviour.
Predictive analytics
AI-driven predictive models can anticipate Gen Z’s needs. Whether it’s suggesting the next binge-worthy show or predicting fashion trends, businesses can use these insights.
Sentiment Analysis
Gen Z is vocal segment on social media. AI tools monitor conversations, identify trends and gauge sentiment. After analysing this, brands can adapt their messaging accordingly.
Hyper-Targeted Advertising
AI enables precise audience segmentation. Businesses can create hyper-targeted ads that resonate with Gen Z’s diverse interests whether you’re selling trainers or a gap year ski season.
Strategies for success
Data-Driven Creativity: Combine AI insights with creative storytelling. SIA Austria’s Instagram stories feature user-generated content, showcasing real experiences from their community.
Interactive Experiences: Use AI-powered quizzes, polls and AR filters. Gen Z craves engagement, and such elements can go ‘viral’ - driving brand awareness.
Ethical AI: Be transparent about data usage. Gen Z values privacy and ethical practices. SIA Austria’s privacy policy is concise and accessible, earning trust.
Conclusion
With impressive spending power and an influential online presence, Gen Z offers plenty opportunity for savvy, forward-thinking marketers.
By harnessing the power of AI, businesses can create tailored campaigns that resonate with this digitally native generation.
Sources
The Buying Power of Gen Z: Courting Their Influence in Real Time (mytotalretail.com)
Here Are the Age Ranges for Millennials, Gen Z, and Gen Alpha (mentalfloss.com)
Marketing personalization in the United States - statistics & facts | Statista
Ski and Snowboard Instructor Courses | SIA Austria (siaaustria.com)
