Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Title A name given to the resource Faculty Publications Article Faculty Publications -Articles Dublin Core The Dublin Core metadata element set is common to all Omeka records, including items, files, and collections. For more information see, http://dublincore.org/documents/dces/. Creator An entity primarily responsible for making the resource Peter, Rupa; Roshith, Veni; Lawrence, Sheethal; Mona, Arthi Efcibha; Narayanan, Kodhai B.; Yusaira, Fathima Title A name given to the resource Gen AI Gen Z: understanding Gen Zs emotional responses and brand experiences with Gen AI-driven, hyper-personalized advertising Date A point or period of time associated with an event in the lifecycle of the resource 01-01-2025 Source A related resource from which the described resource is derived Frontiers in Communication;Volume;10;Issue;;Article No.;1554551; Identifier An unambiguous reference to the resource within a given context <a href="https://doi.org/10.3389/fcomm.2025.1554551" target="_blank" rel="noreferrer noopener">https://doi.org/10.3389/fcomm.2025.1554551</a> <br /><br /><a href="https://www.scopus.com/pages/publications/105011510634?origin=resultslist" target="_blank" rel="noreferrer noopener">https://www.scopus.com/pages/publications/105011510634?origin=resultslist</a> Coverage The spatial or temporal topic of the resource, the spatial applicability of the resource, or the jurisdiction under which the resource is relevant 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 Description An account of the resource 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. Subject The topic of the resource brand connection; brand engagement; brand interaction; brand loyalty; emotional responses; Gen AI advertisements; hyper-personalization Publisher An entity responsible for making the resource available Frontiers Media SA Relation A related resource ISSN: 2297900X; Language A language of the resource English Type The nature or genre of the resource Article Rights Information about rights held in and over the resource All Open Access; Gold Open Access; Green Open Access Format The file format, physical medium, or dimensions of the resource online