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Within dentsu, the dentsu Z team stands out as innovative Zoomers, taking the lead in crafting strategic plans and delivering solutions for brands. Through the use of cutting-edge technology, they continuously push boundaries to create meaningful cultural experiences. Drawing on their fresh perspective as part of Gen Z consumers and as young creatives, dentsu Z offers valuable insights and builds authentic connections between brands and the next generation of consumers.
Research from 36Kr’s Oh! Youth indicates that upwards of 95% of Gen Z has engaged with AI tools. Particularly impressive is the fact that every individual born after 2005 has adopted these technologies.
With the continuous evolution of cutting-edge AI technologies - from global pioneers like Midjourney and Sora to innovative platforms like Tongyi, Kling, Volcano Engine, and Kimi - artificial intelligence has emerged as a key influence, revolutionizing the way Gen Z navigates their lives.
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A 24-HOUR LOVE STORY
The role of artificial intelligence has shifted from being solely a tool for the side businesses of young people. The 24/7 availability, advanced of emotional intelligence, and impressive communication prowess of AI have positioned it as a key support system for young people confronting loneliness and reconnecting with their social groups.
Data shows that 60% of Gen Z has used AI-powered social apps, with most young people believe that AI-generated content helps alleviate feelings of loneliness. AI’s proficiency in offering emotional support is equally remarkable - reports indicate that after ChatGPT’s release, there was a significant drop in posts seeking psychological counselling. Today’s AI can be a high-energy friend chatting with Gen Z from dusk till dawn, a ‘cyber mom’ who cares without judgment, or even an accessible alternative to a therapist powered by advanced intelligence.
Younger generations are engaging in a contemporary approach to virtual relationships, where they can design an AI companion with tailored personalities, looks, and interaction styles. Within this trend, the integration of AI in romantic relationships has opened up a new landscape for business opportunities.
The idea gained significant traction after a content creator posted a series of videos about ‘dating’ ChatGPT, inspiring many young people to explore virtual relationships with AI.
The market has since been flooded with AI companionship products. Glow, an AI chat application dubbed the ‘dating version of ChatGPT,’ attracted nearly 5 million users within four months of launch. Other popular apps like Xingye, Maoxiang, and Zhumengdao have also emerged...
These AI dating apps allow users to not only design their ideal partners but also enjoy immersive experiences including voice calls and AI-generated couple photos. They can also incorporate game-like features, such as tailored plots and diverse storytelling options.
The popularity of AI relationships has even prompted the rise of professional ‘AI relationship coaches’ who optimize conversation prompts, and ‘AI relationship counsellors’ who help users work through emotional issues with their AI partners.
FROM LOVE-POWERED TO AI-POWERED
Ever since AI-generated Stefanie Sun (Sun Yanzi) took the internet by storm, AI-generated content has rapidly transformed young people’s entertainment landscape. Gen Z’s content creation has undergone a revolutionary shift from passion-driven projects to AI-powered production.
AI-produced fan content across audio and video platforms continues to push the boundaries of imagination. Online, we see AI-generated content such as Phoenix Legend’s renditions of BLACKPINK songs, Guo Degang delivering stand-up comedy in English, and short dramas created by AI that showcase a lineup of famous actors... This generation is deeply engaged with these captivating cross-genre collaborations.
The integration of AI technology with ACG (Anime, Comics, and Games) culture has created diverse entertainment forms that fascinate young people. Games like ‘Justice Online’ and ‘Where Winds Meet’ pioneered AI NPCs that allow players to engage in natural language conversations and unlock hidden storylines. Meanwhile, the Recraft AI image generator has enabled Hello Kitty fans worldwide to create personalized dreamcore-style profile pictures.
Young users are also exploring new entertainment possibilities with language model AIs, moving beyond the basic Q&A functions. For example, ChatGPT has taken on the role of a cyber fortune teller - whether it’s traditional Chinese fortune telling and Feng Shui, tarot and horoscope readings, or Turkish coffee fortune telling, this AI master of both ancient and modern wisdom can generate insightful readings, once it has been introduced to the fundamental concepts.
Where Winds Meet
THE AI GOLD RUSH GENERATION
In the wake of the AI boom, young people have transitioned from doubters to students of AI, and are now becoming entrepreneurs who tap into its potential. A striking 42.5% of Gen Z explicitly plan to build wealth through AI-generated content, with over 10% already successfully monetizing these tools.
For these digital entrepreneurs, starting as an AI avatar creator, sticker maker, or copywriter is merely the beginning of their journey. The creative use of AI has led to the emergence of completely new job roles that were once thought impossible.
Some have carved out niches as AI relationship coaches, analysing chat histories to guide young couples through their romantic pursuits. University students are helping families create AI-powered conversations with lost loved ones, becoming the ‘soul escort’ for hundreds of families. Others are pioneering roles as AI stock traders, eCommerce entrepreneurs who leverages AI for product selection and livestreaming selling, , and even as skilled conflict mediators.
Their mantra? Let AI handle the work while they collect the rewards. Far from being replaced by AI, they’re building sustainable income streams through creative applications of the technology.
From production to entertainment, AI’s emergence has brought massive changes while continuing to spark intense debate. However, when it comes to AIGC copyright, originality, and ethical issues, the younger generation has gradually formed an unwritten code of conduct for AIGC use.
Gen Z stands firm in protecting the rights of original creators and real individuals, collectively opposing AI-related copyright infringement and plagiarism. They take a stance against those who feed artists’ works to AI to replicate their styles, reject the unauthorized use of real people’s likeness in AI training, and particularly condemn those who pass off AI-generated works as their own original creations. Moreover, while they embrace AI-assisted derivative works, they draw the line at AI-driven distortions of original content.
For Gen Z, preserving the genuine spirit and narrative integrity of creative works has become a shared ethical principle.
WHAT IT MEANS FOR BUSINESSES & BRANDS…
THE HUMAN TOUCH IN AI MARKETING
Given the significant role AI plays in modern marketing, adopting AI solutions is a necessity. Many advertisers have utilized AI tools for showcasing items, designing posters, and writing ad copy. However, these AI-produced advertisements frequently face backlash from young consumers.
Concerns regarding AI-driven advertising focus on a few major points: triggering the “uncanny valley effect”, leading to ‘catastrophizing’ thinking, and being seen as ‘soulless,’ ‘superficial,’ and ‘all flash, no substance.’ These controversies remind brands that while AI can improve efficiency and reduce costs, maintaining balance between technology and humanity is crucial. The quality of advertising visuals and content must retain its authentic soul.
AI may enhance efficiency and reduce costs, but these controversies underscore the importance for brands to find a balance between technology and humanity.
Intel, a major sponsor of the Paris 2024 Olympics, has transformed the winning moment of Team China into a celebration for the Chinese audiences.
Using AI PC powered by Intel Core Ultra, we extract classical Chinese poetry and identify the pieces that best resonate with the core spirit of Chinese Olympic athletes, while also interpreting these poems in relation to their specific events.
Simultaneously, we utilize the AIGC feature to fuse the meanings of old poems with visuals from the Olympic Games, crafting timeless visual portrayals of key Olympic moments in a traditional aesthetic.
Each artwork crafted by AI draws upon a historic Chinese scroll for its canvas, mirroring the emotional resonance of timeless poetry.
From jadeite, white jade, and blue and white porcelain to the lively and appealing figures in the artwork, all elements mirror the artistic legacy of ancient Chinese paintings. Meanwhile, the dress of the figures reflects style trends of the era depicted in the ancient poems.
The fusion of modern-day sports and ancient aesthetics collides with a singular artistic vision.
Visit our global website and download Unlocking Gen Z 2024: China Focus, presented by the dentsu Z team.
www.dentsucreative.com/news/china-z-trends-2024
Visuals: DENTSU CREATIVE, INTEL, INTERNET
By the way, dentsu Z is now on Xiaohongshu, where we share our everyday moments and what inspires us. Don’t miss out—follow us! @大Z点评
