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Voices of Gen Z: A guide for media practitioners

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Navigating Gen Z’s interaction with AI-powered technologies: Deeper insights and perspectives

Incorporating direct input from representative members of Gen Z, this section aims to provide a firsthand perspective on their expectations and opinions regarding AI in news media. Their insights will add a level of depth and authenticity to the overall exploration of the topic.

This is an excerpt from our free-to-download report, AI implications on Gen Z Audience Development

In our digital age, AI’s pervasive impact continues to shape our everyday interactions. Leading the charge in this technologically-driven epoch are the members of Generation Z, the true digital natives. To unravel the nuances of their consumption of information, specifically news content, and their interplay with AI, we undertook a comprehensive exploration of their experiences.

Two representatives of this generation have shared their invaluable insights with us.

The Migration to Digital News Platforms

A standout aspect in both interviews was the shift from traditional news outlets towards social media formats. Milena explained,

Most of the news content I read is from news pages I follow on Instagram, which provide me with daily updates on what is happening in the world.

Tasha, with her interests in fashion, relies on online magazines such as Vogue, Dazed, and Cosmopolitan, as well as social media platforms TikTok and Instagram.

Interestingly, while both emphasised the convenience and accessibility of online sources, they also acknowledged the allure of traditional forms. Tasha remarked:

I still enjoy flicking through pages from time to time. But for ease and convenience, content on social media is my go-to.

This demonstrated the coexistence of digital and traditional media, despite the marked preference for the former.

The Double-Edged Sword of Personalised News Experience

The potential of personalised news experiences generated a positive response from both participants.

Yes, definitely, I would download an app which provides news and stories that are tailored to me.

Milena said, signifying the value placed on personalisation. Tasha shared similar sentiments, citing the appeal of content that directly aligns with her interests and study focus.

However, this was not without recognition of the potential ethical implications. Milena highlighted

The creators of the app may realise that in a certain age group, a particular area of interest is widely present, which could mean that they’re creating unnecessary articles to cater to that one view or even creating articles that are far-fetched [not accurate] to get views.

Tasha noted that this could “lead to unreliable information.” These insights reflected an acute awareness of the possible bias and distortions introduced by over-personalisation.

An Inspirational yet Daunting AI Landscape

Both Milena and Tasha appeared to hold an optimistic view of AI’s potential, tempered with a keen awareness of its implications. Milena reflected,

I find the whole idea of AI technology quite inspiring, and definitely think it would prove useful in the future. However, there are some scary elements, such as the impact it could have on jobs and certain professions.

Tasha, on the other hand, did not explicitly comment on AI but demonstrated an informed approach to verifying the reliability of digital information.

When I feel like I need to check the reliability of something, I will copy the sentence into Google and find an article that is as close as possible.

she explained, pointing to an inherent understanding of digital information’s credibility. This instinctual fact-checking appears to be a characteristic trait of this generation, reflecting their digital fluency.

Ensuring authenticity in a personalised news environment

When considering the accuracy of tailored news, both participants acknowledged the potential for bias and misinformation.

I think if you are searching for specific articles for or against a topic, then naturally, I do think that the article will pick a side and sway that way – which can lead to unreliable information.

Tasha noted, indicating an awareness of possible bias in the news production process.

Despite this, both exhibited trust in established, reputable news outlets. Tasha shared,

I manage to avoid this by making sure that I stick to publishers I know, like Vogue and Dazed, as they are well-known and credible, although I prefer their presence on social media and follow up with selective pieces on their websites.


Our exploration into the experiences of Gen Z with AI technologies reveals a layered narrative. It portrays a generation navigating the rapid evolution of digital platforms with curiosity, flexibility, and an instinctive critical lens.

As we chart the path of our AI-driven future, understanding these evolving expectations and experiences becomes crucial in shaping the narratives and technologies of tomorrow.

This is an excerpt from our free-to-download report, AI implications on Gen Z Audience Development

With key insights into how AI is influencing Gen Z’s media habits – from content personalisation to combating information overload – the report demonstrates clearly how AI is becoming an essential tool in creating a more resonant media experience for Gen Z. 

Click here to access the report