As artificial intelligence weaves itself into our everyday lives, it’s changing the game for how brands connect with consumers, creating those crucial media micro-moments that help build genuine relationships.
By 2025, marketers need to take advantage of these one-on-one interactions to guide people through their buying journey and boost loyalty. With search engines serving up direct answers—leading to nearly 60% of Google searches ending without any clicks—and social media feeds tailoring content just for us, we often find ourselves scrolling for hours without engaging further. Yet, 81% of consumers say that brands need to surprise and delight them to truly stand out.
Messaging platforms like WhatsApp and WeChat are now essential for real conversations, and AI is stepping in to handle customer queries, making things more personal and efficient. Klarna's AI assistant, for instance, tackled over 2.3 million conversations in a month – impressive. As we look to the future, with three out of four people expecting AI to be everywhere, brands that tap into these technologies will build stronger connections with their audiences.
43% of Gen Z’s in the US are comfortable with companies using their data for personalization.
Dentsu CCS Hub, 2023 Data – based on 15-27s
We are pleased to share our contribution to dentsu’s The Gen Z Effect: Shaping the Year of Impact, a special edition Media Trends report that examines the evolving media landscape through the perspective of Gen Z. This report brings together expert insights and first-hand accounts from those shaping the future of content consumption including Emmely Schröder, Junior Communication Consultant, iProspect.
In Emmely's article, she explores key insights into the trends transforming how brands engage with their audiences. To read the full report, click here.
Trust and Personalization in Advertising
By Emmely Schröder, Junior Communication Consultant, iProspect
Age 26, Germany
Personalized advertising can be a tricky game. It either works perfectly, or it falls flat. For me, it’s only effective when I already know the brand. If I trust them, personalization can enhance my experience. But if I don't, it often feels intrusive.
Let me give you an example. I recently saw a lamp on Pinterest that I absolutely loved. Suddenly, I started seeing ads for it everywhere, but mostly from brands I didn’t know or that had poor reputations. Despite the eye-catching ads, I hesitated. It wasn’t until I saw the same lamp advertised by Otto—a brand I trust—that I clicked. Even though I had seen it cheaper elsewhere, Otto had earned my trust over time. That trust made the personalized ad feel right.
On the flip side, when an unfamiliar brand tries to personalize an ad for me, I often find myself questioning their reliability. Personalization alone isn’t enough to convince me—I need validation. I look for reviews, recommendations from friends, or even comments on social media. Real people's opinions make all the difference.
That’s why I love brands like Duolingo. They get it. Their humor is relatable, they understand Gen Z, and they focus on creating a real connection through social media. When they personalize their content, it aligns perfectly with their brand identity, and that’s what makes it work.
But here’s the catch: personalization only works if it feels true to the brand. If a company known for fast fashion starts pitching sustainable products, I’ll lose trust. And once that trust is broken, it’s hard to regain.
For me, personalized advertising has to match the specific interests I care about. If a brand tries to appeal to everyone, they risk losing the individual connection that personalization is supposed to create.
Want to explore more insights? Read The Gen Z Effect: Shaping the Year of Impact.
