4 ways brands can use AI to satisfy Gen Z’s media needs

As ‘digital natives’, we gen zs navigate the world with a seamless integration of technology, social media, and personalised content. Yet, amidst this digital wave, traditional media still holds a place in our hearts. Whilst exposure to brands throughout my life has been primarily in the digital space, I still prefer to take notes by hand, create art with paint and canvas, and refuse to surrender to marketing tactics that try to convince me into reading e-books.

Brands face a significant challenge in bridging the gap between traditional and digital media targeted to gen z, especially in the face of fast-rising technologies like Artificial Intelligence (AI). But instead of shying away from the latest technology or prioritising one media form over the other, there is another option: embracing the strengths of both forms in the way they use AI.

Traditional media, with its long history of print publications, radio, and television, has long been a reliable and trusted source of information. Even in the era of digital dominance, many still cherish the tactile experience of flipping through a newspaper or tuning in to their favourite show. The key lies in recognising and appreciating the inherent value of tradition.

Rather than side-lining traditional media, AI gives brands the chance to enhance their offerings and remain relevant. By preserving the essence of tradition and blending it with new technologies, marketers can tap into the sentiments of nostalgia and familiarity, creating a unique and memorable experience for their audience.

1. Harness the Power of Personalisation

Gen z digital natives are accustomed to personalised experiences in their digital interactions. AI algorithms can help to curate content that aligns precisely with the interests of their target audience. Apart from enhancing engagement, this also fosters a stronger connection between brands and consumers, an essential for a generation searching for community within brand interactions.

Spotify is a prime example of a brand harnessing the power of AI to deliver personalised playlists, such as Time Capsule, AI DJ, and the widely anticipated annual Spotify Wrapped event, based on users’ listening history and preferences. These features contribute to its popularity among gen z listeners. The digital, personalised campaign also translates into more traditional media, such as localised billboards revealing the listening habits of a particular country or city.

2. Create Innovative Hybrid Experiences

In the pursuit of successful marketing strategies, hybrid experiences offer brands the chance to blend the best of both worlds.

National Geographic, an established traditional media title, offers readers immersive experiences through Augmented Reality (AR) technology to enhance their printed content. Using a smartphone to scan over content, consumers can unlock immersive visuals, videos, and additional interactive information related to the featured stories. This creative combination is a great way to captivate the attention of tech-savvy gen z, who are looking to immerse themselves in journeys that transcend the limitations of any single medium.

3. Use Data-Driven Insights for Informed Decisions

One of the most powerful opportunities AI offers lies in its ability to derive valuable insights from data. By analysing user behaviour, consumption patterns, and market trends, brands can gain a deeper understanding of their audience's preferences and expectations. Armed with these data-driven insights, it’s a way to tailor marketing strategies, optimise content delivery, and create compelling campaigns online and offline that resonate with their target demographics.

Glossier, a popular skincare and cosmetics brand among gen z audiences, leverages customer data to gain insights into its audience’s beauty preferences, allowing them to create products that resonate with their desires and offer a seamless omnichannel experience. The brand's transition from an online-only presence to physical retail locations was, therefore, a deliberate step to enhance gen z customer interaction, provide a tactile experience with its products, and solidify its position as a major player in the beauty industry.

4. Empower gen z as Co-Creators

Gen z enjoy being active participants in their media experiences. Through integrating AI into the process, traditional media can facilitate gen z’s active participation in shaping the media landscape.

TikTok has become synonymous with gen z content creation. The platform’s interface modernises short-form video content normally seen on traditional media platforms, adapting it to the digital age as a form of social media that offers AR filters, AI-powered algorithms, and smart content creation. Through these capabilities, gen z shapes trends, challenges, and memes that have a global reach.

The fusion of traditional media with AI opens doors to a future that harmonises legacy practices with cutting-edge technologies. By appreciating the unique attributes of traditional media, and combining it with digital practices, such as delivering personalised experiences, creating innovative hybrid content, and leveraging data-driven insights, marketers can better adapt their strategies to gen z.

The result? A media landscape that resonates with gen z and keeps brands plugged into the latest tech zeitgeist. It’s the future of marketing; honouring the past, embracing the present and embarking on a journey towards an integrated and engaging space for both brands and consumers.

This article was originally published in LBB