Generative AI Tools and the Gen Z’s Perspective

Recently, there has been a surge in the popularity of Generative AI tools, with ChatGPT standing out as a notable tool in the spotlight. A recent survey conducted by Bloomberg Intelligence has shed light on the preferences of consumers aged 16-34 (Gen Z) regarding ChatGPT and its potential impact on the future of search.

The survey has revealed a significant shift in the way Gen Z consumes information online. Consumers in the 16-34 age group have expressed a preference for ChatGPT results over traditional Google search. This indicates that the conversational nature and interactive capabilities of ChatGPT have captured the attention of this generation.

However, when it comes to paying for a subscription to ChatGPT, most individuals in the 16-34 age group are not willing to pay more than $10 per month for such a service. Gen Z, in particular, holds the strongest stance against paying for ChatGPT, with over 50% of participants expressing a preference for free services. This finding suggests that while Gen Z values the convenience and benefits offered by ChatGPT, affordability remains a key consideration for them.

Interestingly, the survey data reveals that the primary use of ChatGPT and other Generative AI tools is for educational purposes, especially in studying. Students have recognised the advantages of leveraging AI-powered tools like ChatGPT to assist them in their educational endeavours. By utilising the conversational capabilities of ChatGPT, students can engage in dynamic and interactive learning experiences. This growing use of ChatGPT in education highlights its potential to revolutionise the process of acquiring and sharing knowledge.

There are ethical issues which present themselves and pedagogically it is still too early to establish all of the drawbacks of engaging with AI (think of the calculator’s impact on mathematics as an example of paradigm shift). There are some very interesting proposals being shared as to how to engage AI as a learning partner and evolve assessments to provide opportunities to engage and grow through honest, authentic and open uses of large language models (LLMs) to individualise and personalise learning but again this field in education is still very much in its infancy in terms of application. The question of ethics is significant and will form some of the Lab’s future focus to assure consideration from multiple perspectives and contexts to try and find pathways for future marketers to engage ethically and effectively with such technologies.

In conclusion, while Generative AI is growing, and the data suggests the increasing acceptance of tools like Chat GPT by Gen Z and their preference for Generative AI over traditional search engines, it’s important to recognise both the advantages and concerns of this technology. While it provides benefits for finding information, as previously stated we also need to address issues like misinformation, ethics, and the impact on human creativity. By doing so, we can ensure a responsible and balanced use of Generative AI.

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Bloomberg (2023) ChatGPT is big with Gen Z, but they won’t pay for it. Available from:

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