Gen Z consumers are taking action against AI marketing, according to a new report from Rival Technologies, an AI research platform. The study, “The Gen Z AI Backlash: How Young Consumers Really Feel About AI in Marketing,” reveals 72 percent of Gen Z consumers have taken direct action against a brand after encountering AI-generated marketing, from unfollowing and unsubscribing to complaining publicly and walking away from a purchase.
Seventy-four percent of respondents said they react negatively when they realize a brand’s marketing was made with AI, with half describing that reaction as very negative. Just 8 percent react positively. Half have unfollowed a brand on social media, 49 percent have complained to friends, family or online, 48 percent have unsubscribed from emails or texts, and 43 percent have stopped buying from a brand altogether.
“Marketers are moving quickly with AI, and Gen Z is paying attention to how brands use it and what that use says about the company,” said Paula Catoira, chief marketing officer of Rival Group. “Their concerns go beyond the content itself to questions about jobs, creativity and how people are being treated. Attitudes toward AI can change quickly, which makes it important for brands to keep listening rather than assume they already understand where Gen Z stands.”
The survey reveals the backlash grows with age. Strong negative reactions rise from 44 percent among 18- to 20-year-olds to 54 percent among those aged 25 to 29. The report noted that Gen Z tied their reaction to lost jobs and uncompensated artists, rather than how the AI-generated work looks.
Reactions also differ based on location, with 84 percent of Canadian participants reacting negatively compared with 65 percent in the U.S. Forty-eight percent have stopped buying from a brand over AI marketing, compared with 38 percent in the U.S.
The findings also raise questions about how brands communicate their use of AI. With some Gen Z participants connecting AI-generated marketing to job losses, messages celebrating AI-driven efficiency alongside workforce reductions could reinforce concerns they already have about how companies are using the technology.
