GenZ and AI

Challenge

As AI tools become embedded in everything from education to work, a major tech company wanted to understand how Gen Z use and relate to AI. This generation has grown up inside algorithmic systems, but what do they want out of them? How does personalization, identity, and emotional labor show up in their AI relationships?

Approach:

We designed a qualitative study between two campuses – one in LA and one in the Boston area – using iterative, qualitative interviews, observational analysis, UX testing, and a longitudinal technology probe. The goal was to surface emotional drivers, daily workflows, and AI expectations without over-assuming behavior based on usage data alone. This study was designed to layer with internal quant data the client was already collecting—bringing in nuance, contradiction, and context.

Interesting Insight:

Gen Z doesn’t just use AI; they curate it. They treat AI tools like collaborators with roles to play: a sous chef who can anticipate style and adapt to you, a line cook for consistent outputs, or a busser quietly running in the background. But no matter the role, Gen Z expects control. Personalization is a two-way street. If AI adapts to them, they must be able to define and edit what “them” means.

Impact:

Principles that informed product design and development for AI-enhanced features, set the ground work for future AI strategy that goes beyond adoption metrics, developed tailored frameworks to align various internal teams.