“More people are seeking genuine human connections and human experiences,” said Alex Underwood, global head of agency development for community-centred platform Reddit. “We’ve done research to explore Gen Z attitudes around search and social and there is growing weariness and apprehension about these artificially curated feeds.”
That research, From Search to Research: How Search Marketers can keep up with Gen Z found that Gen Z consumers are increasingly sceptical of influencers and choose to trust the reviews and endorsements of their peers on Reddit, whose 16bn posts and comments makes one of the world’s largest archives for human conversations.
When asked how these leaders build trust in today’s digital landscape, Allegra Krishnan, chief loyalty and engagement officer for McDonald’s, urged: “We need to be more transparent about when we’re using AI – customers see through it and want more authenticity.”
Matt Bushby, CMO at the property website, Rightmove, described AI as a …