On October 1, 2024, a diverse group of marketers and brand leaders gathered for a roundtable discussion titled “Authentic Brand Building with Gen-Z in the Gen AI Era.” The conversation, hosted by Thece CEO Zack Rozga and AI Marketers Guild founder David Berkowitz, provided insights into how brands can integrate AI without compromising authenticity, particularly when engaging with Generation Z. The event highlighted the delicate balance between automation and human connection, a challenge many brands face in today’s tech-driven landscape.
The Role of AI in Brand Authenticity
One of the key takeaways from the discussion was that while AI is becoming a vital tool for brand building, it cannot fully replace genuine human experiences. Participants emphasized that brands need to be cautious about how much automation is used, ensuring it aligns with their core values and the communities they serve. AI-driven interactions should be a complement, not a substitute, for authentic human connections.
Key Questions Discussed:
- How much automation is appropriate for brand building?
- Does authenticity really matter for brand building with Gen Z?
- Where does the human experience come into play through automation and brand building?
When it comes to authenticity, brands must ask themselves if they are truly a good fit for the communities they engage with, and whether their AI-driven initiatives resonate with their audience. AI may not fully capture emotions, but it can be leveraged in playful ways to humanize brand interactions, such as through humor or self-deprecation.
Community Engagement: Real, Rented, or Built?
Many research reports have stated that there is a loneliness epidemic within Gen Z, where isolation and social disconnection are prevalent. Community building and participation in the human experience can help increase feelings of belonging and connection. The discussion highlighted different forms of community engagement that could resonate with Gen Z. For some brands, an “always-on” community makes sense, while others may thrive with event-based or shared experience communities. Not every brand needs to constantly engage with its audience; sometimes, less is more. For example, brands can rent or temporarily build communities for a short period of time, creating a space for authentic engagement around a specific event or shared experience.
A standout example mentioned was ThecePlay, which created a temporary but impactful community around gaming. While the community was short-lived, it fostered authentic engagement and left a lasting impression—much like the sense of camaraderie felt during a sports event where fans bond over a shared experience.
Generation Z and Building Trust
Trust was another major theme, particularly when it comes to Gen Z. Brands need to approach them as digital natives who value authenticity and trust above all. The participants agreed that when Gen Z perceives a brand as trustworthy, they are more likely to engage with that brand’s AI-driven experiences or share their data.
However, trust is a slow process to build and can be lost quickly. There is no one-size-fits-all formula for building trust. It can begin with a product, an ad, or even a reputation built through influencer partnerships. Once trust is established, brands have more freedom to push boundaries and experiment with new forms of engagement.
AI, Personalization, and Human Experience
Personalization powered by AI was another focal point. While AI can help make brand interactions more efficient, the conversation revealed concerns about whether AI-driven personalization truly feels personal. Automated messages, for example, may lack the nuance of human judgment, leading to interactions that feel more like spam than genuine engagement.
Participants stressed the importance of purposeful personalization, where the brand’s message is relevant and timely. Without proper consideration, AI-driven interactions can come across as fake kindness, which risks alienating consumers.
Balancing AI and the Human Touch
Ultimately, while AI offers immense potential to streamline processes and scale engagement, it’s essential to strike the right balance between automation and the human touch. Brands must be mindful of how frequently they reach out to consumers, ensuring that interactions feel appropriate and genuine. AI can handle the heavy lifting, but human oversight is necessary to maintain a pulse on consumer reactions.
Top 12 Important Aspects of Branding for Gen Z
As the conversation wrapped up, participants reflected on the top priorities Gen Z values in brand interactions based on a list shared that was generated by ChatGpt. Here’s what was considered most important:
- Authenticity and Transparency (Brand Trust)
- Purpose-Driven Branding (Social Responsibility)
- Engaging and Short-Form Media (Brand Identity)
- Mobile-First and Tech-Savvy (Brand Experience)
- Influencer Marketing and Peer Recommendations (Brand Ambassadors)
- Diversity and Inclusivity (Brand Values)
- Interactive and Immersive Experiences (Brand Engagement)
- Privacy and Data Protection (Brand Integrity)
- Personalization (Brand Connection)
- Speed and Convenience (Brand Accessibility)
- Collaborative Engagement (Brand Community)
- Fun and Creativity (Brand Personality)
Conclusion
The roundtable reaffirmed the critical importance of blending AI with human authenticity, especially when reaching Gen Z. As automation becomes more prevalent, brands must remain vigilant about maintaining trust and building meaningful connections. By thoughtfully integrating AI and preserving a human touch, brands can foster authentic relationships that resonate with today’s digital natives.