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Gen Z mostly doesn't care if influencers are actual humans, new study shows

Gen Z mostly doesn't care if influencers are actual humans, new study shows

A new study finds that Gen Z may value AI and authenticity on social media more than older generations. Analytics firm Sprout Socials 2024 Influencer Marketing Report gathered feedback from 2,000 respondents across the US and UK about their experience using social media.

Even as governments hand to hand with the Regulation And going beyond AI, survey respondents were evenly split in their feelings about one. A brand working with an AI influencer. While 27 percent of respondents said they would be “indifferent,” 37 percent said it would make them more interested in the brand and 37 percent said it would make them distrust the brand. The report notes that 46 percent of Gen Z respondents, specifically, said they would be. More Interested in a brand that worked with an AI-powered influencer.

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The report also highlighted a generational divide regarding “authentic” marketing, which is less important to Gen Z. While “nearly half” of Millennials, Gen X, and Baby Boomers said they value influencer authenticity, only 35 Percent Gen Z said they did.

So what does Gen Z care? For them, it's actually a numbers game. gave Report Notes 47 percent of Gen Z respondents said they value an influencer's follower count.

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