Gen Z Consumers Don’t Care If Influencers Are AI, New Study Shows

Posted: May 6, 2024

A recent social media strategy research by analytics firm Sprout Social has illuminated Gen Z’s unique perception of AI influencers and authenticity on social media. The 2024 Influencer Marketing Report, a comprehensive survey of 2,000 respondents from the US and UK, has unveiled a stark contrast in how Gen Z views AI and authenticity compared to older generations.

The report has presented a fascinating dichotomy. While governments are still grappling with the regulation and integration of AI, survey participants have shown a variety of attitudes toward brands working with AI social media influencers. Twenty-seven percent of respondents expressed indifference, 37% said it would increase their interest in the brand, and an equal percentage stated it would make them distrustful. Importantly, 46% of Gen Z respondents expressed a significantly higher interest in brands collaborating with AI-generated influencers, hinting at a potential avenue for brands to explore.

Furthermore, the study highlighted a generational disparity in the importance of influencer authenticity. While approximately half of Millennials, Gen X, and Baby Boomers value influencer authenticity, only 35% of Gen Z respondents shared this sentiment.

For Gen Z, the report revealed that follower count holds more weight than authenticity. Forty-seven percent of Gen Z respondents indicated that they value an influencer’s follower count, emphasizing the significance of numerical metrics over perceived authenticity.

Overall, the study underscores the importance of understanding Gen Z’s social media trends and unique attitudes toward AI influencers and authenticity, which differ significantly from those of older generations. It reveals that numerical metrics such as follower count wield more influence in shaping their perceptions of social media content.

The report not only provides valuable insights into AI influencers marketing and authenticity but also underscores the evolving landscape of influencer marketing. With Gen Z’s emphasis on numerical metrics like follower count, brands are faced with the challenge of recalibrating their strategies to effectively engage this demographic. This shift suggests that traditional markers of authenticity may hold less sway than quantifiable measures of influence, prompting brands to reevaluate their approach to influencer partnerships and content creation. This adaptation is crucial for brands seeking to resonate with Gen Z consumers and forge meaningful connections in the ever-evolving digital landscape.