What you'll learn from this article:
- What Gen Z's approach is to content created by artificial intelligence
- In which areas AI in marketing gains the trust of young audiences – and where it loses it
- How Poland compares to Spain when it comes to awareness and acceptance of AI in communication
Generation AI: Does Gen Z really trust artificial intelligence?
Not long ago, AI was a futuristic vision. Today it generates texts, creates images, runs chatbots and... is becoming the face of advertising campaigns. But do young people really trust content generated by algorithms?According to a survey conducted by YouGov and Statista (2024), as many as 68% of Gen Z representatives in Poland have encountered content created by artificial intelligence – most often without realizing it.
AI in brand communication – not all that glitters is generated
Brands are increasingly eager to use AI in content marketing – not only in creating texts or graphics, but also deepfakes, voiceover artists' voices or virtual influencers. In Poland, the flagship example was a campaign using voice cloning of a well-known actor for a VOD platform ad.
However, according to the same survey:
- Only 38% of young audiences in Poland consider AI content to be "authentic"
- As many as 72% admit that content created by a "real human" inspires greater trust in them
TikTok, chatbots and instant content: how AI permeates Gen Z's everyday life
Young internet users use AI every day – even unknowingly:
- brand chatbots on Messenger and Instagram,
- product recommendations in e-commerce,
- automatically edited Reels and Shorts,
- generated texts in newsletters.
However, only 41% of young people declare that they recognize when content has been created by AI. This poses a challenge for marketers: how to communicate authenticity when the audience doesn't know who (or what) is speaking to them?
Poland vs.
Spain: different approaches to AI
For comparison, in Spain:
- 54% of young audiences consciously consume AI-generated content,
- 48% declare that it doesn't bother them that a campaign was created by artificial intelligence – as long as it is aesthetic and substantive,
- 71% believe that AI "speeds up the internet, but takes away its soul."
Generation AI: trust in machine-generated content
Poles from Gen Z are more cautious – they trust AI less, but more often demand labeling that content has been generated by an algorithm.
Fun fact
In 2024, TikTok tested in Europe a system for automatically labeling AI-generated content – Poles clicked 2x more often on labeled content than users from Spain. The reason? A sense of transparency and technological curiosity.
Summary
Gen Z is the first "AI generation" – growing up in a world where machine-created content is the norm. But it is also a generation exceptionally sensitive to authenticity and truth. Brands that want to win their trust must not only use new technologies, but also learn to speak to Gen Z in the language of trust and values.
Company information
Website: YouGov
