![](https://blog.kimiagroup.com/wp-content/uploads/2024/07/pexels-norma-mortenson-8457439-1024x683.jpg)
The iGen, also known as Generation AI, is a new generation determined not by the year they were born, but by the environment they are growing up in. One in which artificial intelligence (AI) plays a crucial role.
They are digital natives who master technology, using it as their main tool to communicate, learn, entertain themselves, and, in general, interact with the world around them.
In today’s article, learn about this new generation, what their relationship with brands looks like, and what the future holds for these digital natives.
Trends and habits
Understanding some of iGen’s behaviors and how they incorporate technology into their lives is crucial to developing advertising strategies for them. So take a look at some of their habits and how they incorporate AI.
- Masters of technology: The iGen is distinguished by how used to and competent they are with AI tools, using it in various daily activities, from searching for information to managing their daily routines. Because of that, and thanks to the automation of repetitive tasks, iGen members tend to develop both soft and technical skills, which makes them more creative, problem-solving-oriented, and critical thinkers.
- Niche learners: They also use digital platforms to acquire knowledge and consume content that is tailored to their interests and needs. Educational apps and AI-based games are among their favorites. This generation also values continuing education and self-directed learning, taking advantage of online courses and digital resources to stay updated.
- AI companions: Needless to say iGen is constantly connected, using multiple devices to stay in touch with their social and professional environment. AI-based assistants go with them everywhere and are becoming reliable allies in organizing daily life, helping out with tasks, planning activities, and solving everyday problems. These assistants will continually adapt to users’ needs and preferences, offering a personalized and efficient experience, which is exactly what iGen is looking for.
Relationship with brands
Understanding how iGen is wired allows brands to design more precise campaigns that cater to their interests. By also including the younger members of Gen Z, “the AI generation” is poised to become the largest group of customers worldwide, which means that brands must learn about their relationship with advertising to capture their attention and turn them into loyal customers.
- High Expectations: iGen members expect authentic and personalized brand experiences. They reject generic advertising and prefer content that resonates with their values and lifestyle.
- Conscious Consumption: They prefer sustainable and ethical products or brands with a purpose. They are informed consumers who value transparency and social responsibility.
- Digital Interaction: Brands that want to capture the attention of the iGen must be present on the digital platforms that this generation uses, offering dynamic and meaningful interactions that go beyond the sale or conversion.
iGen, with its flexible and adaptive mindset, promises to be an innovative and conscious generation, ready to transform society and redefine interaction with technology and brands. Their influence will not only be felt in the marketing world, but also in how future generations will adopt and adapt technology in their lives.
While AI has become a tremendously effective tool for managing marketing campaigns as well, human intervention and ad agencies are still essential to meet client’s expectations and provide the personalization a campaign requires to achieve the best results.
At Tidart, discover the cutting edge of marketing personalization with our unique platform and use of AI tools designed to fit the specific needs of each client. Click here to learn more.