ItemArticle

Gen AI Gen Z: understanding Gen Zs emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising

Title
Gen AI Gen Z: understanding Gen Zs emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising
Creator
Peter, Rupa; Roshith, Veni; Lawrence, Sheethal; Mona, Arthi Efcibha; Narayanan, Kodhai B.; Yusaira, Fathima
Description
Introduction: Gen Z, a tech-savvy consumer group, has highly evolved in its approach to new-age advertising. The rise of Generative Artificial Intelligence (Gen AI) has revolutionized advertising by enabling hyper-personalized content, making it essential to understand its influence on Generation Z (Gen Z) population. This study explores the responses of Gen Z participants in India to Generative Artificial Intelligence based, hyper-personalized advertisements, with a specific focus on emotional responses and brand interactions which are significant predictors of advertisement success. Methods: Using qualitative research methods, semi-structured interviews were conducted with 40 Gen Z participants. Thematic analysis of the data was performed to understand the major themes pertaining to emotional responses and brand interactions to this form of Gen AI-driven advertising. Results: Two major themes and five sub-themes were revealed through thematic analysis. The first theme, diverse emotional responses, encompassed two sub-themes, curiosity and interest as well as fear and suspicion. The second major theme, enhanced brand experience, encompassed three sub-themes of advanced targeted marketing; initial attraction and brand engagement; and brand connection and loyalty, as perceived by the participants. Discussion: Findings imply that brands can harness Gen AI-driven, hyper-personalized advertisements to evoke meaningful emotions, enhancing consumer loyalty and building stronger, more personal connections with their audience. Copyright 2025 Peter, Roshith, Lawrence, Mona, Narayanan and Yusaira.
Source
Frontiers in Communication;Volume;10;Issue;;Article No.;1554551;
Date
01-01-2025
Publisher
Frontiers Media SA
Subject
brand connection; brand engagement; brand interaction; brand loyalty; emotional responses; Gen AI advertisements; hyper-personalization
Coverage
Peter R., St Joseph's University, Bengaluru, India; Roshith V., Bath Spa University, Bath, United Kingdom; Lawrence S., Christ University, Karnataka, Bengaluru, India; Mona A.E., Central University of Karnataka, Gulbarga, India; Narayanan K.B., St Joseph's University, Bengaluru, India; Yusaira F., Christ University, Karnataka, Bengaluru, India
Rights
All Open Access; Gold Open Access; Green Open Access
Relation
ISSN: 2297900X;
Format
online
Language
English
Type
Article

Citation

Peter, Rupa; Roshith, Veni; Lawrence, Sheethal; Mona, Arthi Efcibha; Narayanan, Kodhai B.; Yusaira, Fathima, “Gen AI Gen Z: understanding Gen Zs emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising,” CHRIST (Deemed To Be University) Institutional Repository, accessed June 18, 2026, https://archives.christuniversity.in/items/show/23512.

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