Hall BEE | Friday | 11:15 AM
Nearly 80% of Gen Z uses AI daily, yet only 9% say they would truly miss it if it disappeared. This is exactly how they see AI: with enthusiasm, but also with a healthy dose of skepticism. For a generation that grew up surrounded by platforms, algorithms and constant technological promises, that tension says quite a lot. AI may already be part of everyday life, but for Gen Z it remains something to be tested, weighed and negotiated, as they explore what role AI should ultimately play in their lives. So what does this tell us about the future of communications, brands and human authenticity?
Co-moderated by Katarina Robeli (Managing Director, UM Zagreb, Member of HURA & IAB Croatia) and Mate Šola (Strategic Planner, McCann Zagreb, Member of HURA & IAB Croatia), the panel brings together Filip Filković @philatz (Director / Producer), Renata Geld (Founding Director of the Center for Cognitive Science, University of Zagreb) and Ana Lakić (Executive Marketing and R&D Director of Beverages Group, Jamnica Plus). Together, they will unpack how Gen Z actually relates to AI, where curiosity turns into caution and what all of it means for brands, creativity and communication in a world that keeps automating faster than trust can catch up.
