For Gen Z, AI isn’t just a tool—it’s a native language. Here’s why brands that don’t speak it will lose relevance fast.

Gen Z—the first generation raised entirely in the digital age—isn’t impressed by technology for technology’s sake. They expect it. They live in a world where AI-enhanced tools are part of daily life, from smart filters and real-time subtitles to personalized shopping, entertainment, and education. For this generation, fluency in AI is like fluency in the internet—it’s invisible, but essential.

The data is clear: Gen Z doesn’t just notice when a brand uses AI well—they expect it as the baseline. A 2025 global trends report from Wunderman Thompson found that 68% of Gen Z respondents said they’re more likely to engage with brands that offer personalized, AI-driven experiences. That could mean hyper-tailored product recommendations, smart virtual try-ons, AI-generated playlists, dynamic landing pages, or interactive content that responds to user behavior in real time.

This goes far beyond marketing gimmicks. Gen Z is savvy. They know when AI is being used to truly improve the experience—and when it’s just being slapped on as a buzzword. If it feels inauthentic, generic, or lazy, they’ll swipe away without hesitation. But when it’s seamless, relevant, and responsive, it creates instant emotional alignment with the brand. This generation doesn’t care whether the creative was made by a human or an AI—they care if it’s smart, fresh, and uniquely for them.

That’s why brands like Nike, Sephora, and Glossier are investing in AI not just for optimization, but for creative expression. Nike uses AI to help customers design their own sneakers in real time. Sephora offers smart beauty matching tools powered by machine learning. Glossier personalizes product displays and content layouts based on behavior patterns, creating a storefront that evolves with each user (source). These aren't just tech upgrades—they’re brand reinventions driven by AI.

What’s more, Gen Z is actively building their identities through AI-enhanced platforms—from co-creating art with generative tools to customizing avatars and digital personas. The lines between consumer and creator, between brand and audience, are blurring. For brands, this means giving Gen Z a seat at the creative table—offering tools, templates, and collaborative environments where the brand experience is co-authored.

But the shift is even more cultural than technical. For Gen Z, how a brand uses AI signals its values. Transparency, inclusivity, speed, and personalization aren’t optional—they’re part of the social contract. If a brand fails to recognize that, or worse, fakes it, they’ll lose trust quickly. Brands that thrive are those that use AI to create space for real-time conversations, not just marketing pushes. Tools like AI-powered chat interfaces, live product customization, and virtual AI brand reps aren’t novelties—they’re how Gen Z interacts with the world.

And Gen Z isn’t just consuming AI—they’re reshaping how it’s used. Platforms like TikTok, Midjourney, and Character.AI are giving them creative control at scale. They're remixing content, training their own AI bots, and participating in the evolution of generative culture. This means brands need to think not just about "delivering" content, but building ecosystems where their audiences can participate, remix, and co-create.

At ThomasOn360, we help companies build for this future. We design AI-powered branding and marketing systems that move at Gen Z’s speed—visuals that adapt, campaigns that personalize at scale, and experiences that feel immersive, not repetitive. Our AI tools don’t replace creativity—they multiply it. Combined with human insight, they allow brands to produce more, test faster, and speak more directly to micro-audiences without losing consistency or quality.

From 3D visual experiences to AI-generated campaign support, we offer tools that make personalization effortless and scalable—while keeping brand voice and aesthetic intact. Our clients are not just meeting expectations. They’re setting new ones.

Because for Gen Z, AI isn’t science fiction—it’s everyday life. And brands that can’t keep up with that reality? They won’t just be seen as outdated. They’ll be invisible.