New study: Affinities with AI

Artificial intelligence has long since become part of many people’s everyday lives. But how do the attitudes, usage patterns and expectations of Generation Y and Generation Z differ? Who is left out? And what can brands learn from this?

Answers to these questions are provided in a recent article on marktforschung.de by Andrea Ebner and Prof. Dr Barbara Eschner, Professor of Market and Consumer Psychology at Augsburg University of Applied Sciences.

The article offers initial insights into the findings of the collaborative study ‘komma GenBRANDS’. The study examined how differently Gen Y and Gen Z perceive, use and emotionally categorise AI. Practical market research and academic perspectives are combined to shed more light on the relationship between younger generations and AI.

The published results are just the beginning. The study provides numerous further exciting insights into brand perception, product interests and the influence of AI on the consumer behaviour of Gen Y and Gen Z.

More insights will follow shortly.