Generation AI: Is there a Gen Z AI backlash?

Gen Z, the generation raised online, are widely seen as souring on AI. They are the first generation to enter work and adulthood alongside it, and they have the most to gain, or lose, from its development. Organisations that want the public to trust what they say about AI should hear Gen Z out first. How do Gen Z really feel about AI? What shapes those views, and what do they expect from today’s companies that are building or using this technology?

Milltown surveyed a nationally representative sample of 6,429 adults living across the UK and the US, including a boost of 3,092 Gen Z respondents, and four Gen Z focus groups, to answer these questions. The findings point to five principles for building their trust in AI.