The generation gap in AI isn't what you think it is.

42% of Gen Z are excited about AI. 68% rank it as concerning as climate change. The same people, holding both positions at once.

That's the theme of our latest generation series report, drawn from GWI data across Gen Z, Millennials, Gen X and Baby Boomers. Adoption is splitting sharply by age: 76% of Gen Z have used an AI tool recently, against 31% of Boomers. But the more interesting story sits inside each cohort, not between them.

We look at five dimensions brands need to get right in 2026:

• Who's using which tools, and how often
• Where excitement ends and anxiety begins
• How AI is quietly entering the purchase journey (and why Millennials matter most here)
• What consumers will accept as AI-generated content, and what they won't
• How far people will let AI agents act on their behalf

One finding cuts across every generation: between 77% and 85% want AI-generated content clearly labelled. Transparency isn't a nice-to-have. It's the baseline.

Download the full report for the data, the breakdowns by cohort, and what it means for how you build brand experiences that work across every audience, not just the AI-native ones.

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