{"id":4320,"date":"2026-08-18T16:19:22","date_gmt":"2026-08-18T14:19:22","guid":{"rendered":"https:\/\/www.komma-forschung.de\/?p=4320"},"modified":"2026-08-18T16:20:27","modified_gmt":"2026-08-18T14:20:27","slug":"new-study-affinities-with-ai","status":"publish","type":"post","link":"https:\/\/www.komma-forschung.de\/en\/new-study-affinities-with-ai\/","title":{"rendered":"New study: Affinities with AI"},"content":{"rendered":"\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4\">\n#top .hr.hr-invisible.av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4{\nheight:50px;\n}\n<\/style>\n<div  class='hr av-mcswb52x-319133c9c94c498e0c45acbc94cbd2a4 hr-invisible  avia-builder-el-0  el_before_av_section  avia-builder-el-no-sibling '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='av_section_1'  class='avia-section av-ggzd7-e015b82407531185e7f9706dd2753408 main_color avia-section-default avia-no-border-styling  avia-builder-el-1  el_after_av_hr  el_before_av_hr  avia-bg-style-scroll container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4320'><div class='entry-content-wrapper clearfix'>\n<div  class='flex_column av-mcswccve-87ffbde93380ae87fbeca9b020d67383 av_one_fifth  avia-builder-el-2  el_before_av_three_fifth  avia-builder-el-first  first av-break-at-tablet flex_column_div  '     ><\/div><div  class='flex_column av-gey2b-21ef5fc1660299b9caa2deae1ce90ca2 av_three_fifth  avia-builder-el-3  el_after_av_one_fifth  el_before_av_one_fifth  av-break-at-tablet flex_column_div  '     ><p>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-msrk36ko-99341be915d89a120db8874f05c3b168\">\n.avia-image-container.av-msrk36ko-99341be915d89a120db8874f05c3b168 img.avia_image{\nbox-shadow:none;\n}\n.avia-image-container.av-msrk36ko-99341be915d89a120db8874f05c3b168 .av-image-caption-overlay-center{\ncolor:#ffffff;\n}\n<\/style>\n<div  class='avia-image-container av-msrk36ko-99341be915d89a120db8874f05c3b168 av-styling- avia-align-center  avia-builder-el-4  el_before_av_hr  avia-builder-el-first '   itemprop=\"image\" itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/ImageObject\" ><div class=\"avia-image-container-inner\"><div class=\"avia-image-overlay-wrap\"><img decoding=\"async\" fetchpriority=\"high\" class='wp-image-4317 avia-img-lazy-loading-not-4317 avia_image ' src=\"https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands-300x140.png\" alt='' title='komma GenBrands'  height=\"140\" width=\"300\"  itemprop=\"thumbnailUrl\" srcset=\"https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands-300x140.png 300w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands-768x359.png 768w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands.png 923w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands-705x330.png 705w, https:\/\/www.komma-forschung.de\/wp-content\/uploads\/2026\/08\/komma-GenBrands-845x395.png 845w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><\/div><\/div><\/div><br \/>\n<div  class='hr av-av_hr-91d7ccd583a503147498e120fee2ff9b hr-default  avia-builder-el-5  el_after_av_image  el_before_av_textblock '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><br \/>\n<section  class='av_textblock_section av-btl4r-a190df6646d607aecdf1ad50b3b80a0e '   itemscope=\"itemscope\" itemtype=\"https:\/\/schema.org\/BlogPosting\" itemprop=\"blogPost\" ><div class='avia_textblock'  itemprop=\"text\" ><h3><span style=\"color: #ff9900;\">New study: Affinities with AI<\/span><\/h3>\n<p>Artificial intelligence has long since become part of many people\u2019s 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?<\/p>\n<p>Answers to these questions are provided in a <strong>recent article on marktforschung.de<\/strong> by<strong> Andrea Ebner<\/strong> and <strong>Prof. Dr Barbara Eschner<\/strong>, Professor of Market and Consumer Psychology at Augsburg University of Applied Sciences.<\/p>\n<p>The article offers initial insights into the findings of the collaborative study<strong> \u2018komma GenBRANDS\u2019<\/strong>. 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.<\/p>\n<p>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.<\/p>\n<p>More insights will follow shortly.<\/p>\n<\/div><\/section><\/p><\/div><div  class='flex_column av-b1cxf-e5153acafb1fe04767c57f822ab87b49 av_one_fifth  avia-builder-el-7  el_after_av_three_fifth  el_before_av_hr  av-break-at-tablet flex_column_div  '     ><\/div><div  class='hr av-av_hr-91d7ccd583a503147498e120fee2ff9b hr-default  avia-builder-el-8  el_after_av_one_fifth  el_before_av_button '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div>\n<div  class='avia-button-wrap av-msyqxnf8-eb96d6f6317eaa9be3fe9463edba43cf-wrap avia-button-center  avia-builder-el-9  el_after_av_hr  avia-builder-el-last '>\n<style type=\"text\/css\" data-created_by=\"avia_inline_auto\" id=\"style-css-av-msyqxnf8-eb96d6f6317eaa9be3fe9463edba43cf\">\n#top #wrap_all .avia-button.av-msyqxnf8-eb96d6f6317eaa9be3fe9463edba43cf{\nborder-radius:50px 50px 50px 50px;\ntransition:all 0.4s ease-in-out;\nmargin:2px 2px 2px 2px;\npadding:20px 20px 20px 20px;\n}\n#top #wrap_all.avia-button.av-msyqxnf8-eb96d6f6317eaa9be3fe9463edba43cf:hover .avia_button_background{\nborder-radius:50px 50px 50px 50px;\n}\n<\/style>\n<a href='https:\/\/www.marktforschung.de\/marktforschung\/a\/wahlverwandtschaften-mit-der-ki\/'  class='avia-button av-msyqxnf8-eb96d6f6317eaa9be3fe9463edba43cf av-link-btn avia-icon_select-no avia-size-small avia-position-center avia-color-theme-color'   aria-label=\"Read the article on marktforschung.de\"><span class='avia_iconbox_title' >Read the article on marktforschung.de<\/span><\/a><\/div>\n<\/div><\/div><\/div><!-- close content main div --><\/div><\/div><div id='after_section_1'  class='main_color av_default_container_wrap container_wrap fullsize'  ><div class='container av-section-cont-open' ><div class='template-page content  av-content-full alpha units'><div class='post-entry post-entry-type-page post-entry-4320'><div class='entry-content-wrapper clearfix'><div  class='hr av-av_hr-91d7ccd583a503147498e120fee2ff9b hr-default  avia-builder-el-10  el_after_av_section  avia-builder-el-no-sibling '><span class='hr-inner '><span class=\"hr-inner-style\"><\/span><\/span><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Artificial intelligence has long since become part of many people\u2019s 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?<\/p>\n","protected":false},"author":9,"featured_media":4317,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[11],"tags":[],"class_list":["post-4320","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-uncategorized-en"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>New study: Affinities with AI - Marktforschung zu Kommunikation und Marke - komma GmbH<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.komma-forschung.de\/en\/new-study-affinities-with-ai\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"New study: Affinities with AI - Marktforschung zu Kommunikation und Marke - komma GmbH\" \/>\n<meta property=\"og:description\" content=\"Artificial intelligence has long since become part of many people\u2019s everyday lives. 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