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Economic Times
a day ago
- Economic Times
From class to cubicle, India's Gen Z runs on AI
Synopsis Indian Gen Z has embraced AI as an essential part of their daily lives, with 78% regularly using tools like ChatGPT for tasks ranging from assignments to content creation. They integrate AI and augmented reality for efficiency and self-expression. This generation values AI for its practicality and time-saving capabilities, viewing it as a present-day tool rather than a futuristic concept. ET Online For India's Gen Z, AI is not a distant innovation. Now it is firmly embedded in their present. From assignments to workplace tasks and creative projects, AI has shifted from being a futuristic buzzword to an everyday essential. According to the second edition of the ET Snapchat Gen Z Index, 78% of Indians aged 18–28 regularly use AI tools such as ChatGPT, Gemini or Grok. Among students, nearly half (46%) rely on AI primarily for study or assignments, researching topics or generating study aids. For working professionals in this cohort, 29% use AI to boost productivity, while others turn to it for side pursuits like content creation, design and video editing. Also Read| What Gen Z really wants: Local labels, global dreams, and AI that saves time This data signals a decisive shift: AI is no longer experimental. It has gone mainstream. Usage is pragmatic and deeply integrated into daily routines. As the index puts it: 'I don't need AI to blow my mind. I just need it to save me time.' This adoption extends beyond AI to adjacent technologies. The survey found that 79% of Gen Z now use AI and augmented reality (AR) in their everyday lives. AR features in gaming, shopping apps and social media filters are now second nature, valued not for novelty but for their role in enhancing efficiency, self-expression and study, conducted by Kantar, surveyed active smartphone and social media users across metros such as Mumbai and Delhi and Tier 1 towns including Jaipur, Patna and Guwahati. Respondents reflected a digitally native, hyper-connected generation increasingly defined by its seamless integration of technology into every facet of life. Also Read| Planet over profit: Gen Z's rulebook for brands Creativity is another frontier. 20% Gen Zers at work and 19% GenZ students are harnessing AI for art, writing, and videos. They see it less as a threat and more as an Z prizes efficiency in its tools, authenticity in its brands and inclusivity in its culture. Just as they gravitate toward homegrown, ethically responsible labels, they embrace AI not because it dazzles but because it nearly four in five already integrating AI into their routines, one thing is clear: for Gen Z, AI isn't the future. It's the here and now. The technology that once promised to transform tomorrow has already transformed today. Get the full report here
Time of India
a day ago
- Business
- Time of India
From class to cubicle, India's Gen Z runs on AI
For India's Gen Z, AI is not a distant innovation. Now it is firmly embedded in their present. From assignments to workplace tasks and creative projects, AI has shifted from being a futuristic buzzword to an everyday essential. According to the second edition of the ET Snapchat Gen Z Index , 78% of Indians aged 18–28 regularly use AI tools such as ChatGPT, Gemini or Grok. Among students, nearly half (46%) rely on AI primarily for study or assignments, researching topics or generating study aids. Productivity Tool Zero to Hero in Microsoft Excel: Complete Excel guide By Metla Sudha Sekhar View Program Finance Introduction to Technical Analysis & Candlestick Theory By Dinesh Nagpal View Program Finance Financial Literacy i e Lets Crack the Billionaire Code By CA Rahul Gupta View Program Digital Marketing Digital Marketing Masterclass by Neil Patel By Neil Patel View Program Finance Technical Analysis Demystified- A Complete Guide to Trading By Kunal Patel View Program Productivity Tool Excel Essentials to Expert: Your Complete Guide By Study at home View Program Artificial Intelligence AI For Business Professionals Batch 2 By Ansh Mehra View Program ET Online by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like For working professionals in this cohort, 29% use AI to boost productivity, while others turn to it for side pursuits like content creation, design and video editing. Also Read| What Gen Z really wants: Local labels, global dreams, and AI that saves time Live Events This data signals a decisive shift: AI is no longer experimental. It has gone mainstream. Usage is pragmatic and deeply integrated into daily routines. As the index puts it: 'I don't need AI to blow my mind. I just need it to save me time.' This adoption extends beyond AI to adjacent technologies. The survey found that 79% of Gen Z now use AI and augmented reality (AR) in their everyday lives. AR features in gaming, shopping apps and social media filters are now second nature, valued not for novelty but for their role in enhancing efficiency, self-expression and problem-solving. The study, conducted by Kantar, surveyed active smartphone and social media users across metros such as Mumbai and Delhi and Tier 1 towns including Jaipur, Patna and Guwahati. Respondents reflected a digitally native, hyper-connected generation increasingly defined by its seamless integration of technology into every facet of life. Also Read| Planet over profit: Gen Z's rulebook for brands Creativity is another frontier. 20% Gen Zers at work and 19% GenZ students are harnessing AI for art, writing, and videos. They see it less as a threat and more as an enabler. Gen Z prizes efficiency in its tools, authenticity in its brands and inclusivity in its culture. Just as they gravitate toward homegrown, ethically responsible labels, they embrace AI not because it dazzles but because it delivers. With nearly four in five already integrating AI into their routines, one thing is clear: for Gen Z, AI isn't the future. It's the here and now. The technology that once promised to transform tomorrow has already transformed today. Get the full report here ET Online
Time of India
04-08-2025
- Business
- Time of India
Planet over profit: Gen Z's rulebook for brands
For India's Gen Z, saving the planet isn't just a trend. It's the new benchmark for how they shop, spend and show loyalty. According to the second edition of the ET Snapchat Gen Z Index , 86% of young Indians aged 18–28 now say they value brands that actively demonstrate their environmental impact. That's significantly higher than the average of 79%, giving an impression that now eco-consciousness has moved from a 'nice to have' to a 'non-negotiable.' What's striking is how this eco-consciousness translates into action. The survey shows that 85% of Gen Z are willing to pay more for environmentally friendly products, while 91% say they are prepared to invest their time and money in causes they support. A further 89% actively seek out ethically sourced, sustainable brands , and 91% believe it's important for companies to demonstrate clear awareness of their impact on the planet. Explore courses from Top Institutes in Please select course: Select a Course Category MBA Finance Healthcare Data Analytics Management Operations Management Data Science Data Science Product Management Design Thinking Cybersecurity Leadership CXO Artificial Intelligence PGDM Technology Others healthcare MCA Digital Marketing Degree others Public Policy Project Management Skills you'll gain: Financial Management Team Leadership & Collaboration Financial Reporting & Analysis Advocacy Strategies for Leadership Duration: 18 Months UMass Global Master of Business Administration (MBA) Starts on May 13, 2024 Get Details Skills you'll gain: Analytical Skills Financial Literacy Leadership and Management Skills Strategic Thinking Duration: 24 Months Vellore Institute of Technology VIT Online MBA Starts on Aug 14, 2024 Get Details ET Online by Taboola by Taboola Sponsored Links Sponsored Links Promoted Links Promoted Links You May Like Elegant New Scooters For Seniors In 2024: The Prices May Surprise You Mobility Scooter | Search Ads Learn More Undo This shift isn't just philosophical. It's practical. Gen Z is filtering purchase decisions through a sustainability lens. They are screening brands for climate clarity, homegrown authenticity, and meaningful social responsibility. And if a label doesn't walk the talk? They're likely to walk away. Conducted by Kantar across metro cities like Mumbai and Delhi as well as Tier 1 towns like Jaipur and Patna, the survey reflects how personal values are now central to Gen Z's consumer behaviour. Whether it's fashion, food, tech, or skincare, Gen Zers are guided by purpose. Over 85% say they take pride in supporting Indian brands. Live Events This generation is not just proud. They're participatory as well. Social media plays a huge role in amplifying green choices, with 89% using platforms to share opinions, and 85% following trend-focused pages for the latest finds. In this digital-first world, brands that greenwash are quickly found out. Authenticity, not aesthetics, is the real currency now. Also Read| What Gen Z really wants: Local labels, global dreams, and AI that saves time The demand for climate-conscious brands is rising in parallel with their awareness of tech. AI and AR are now part of their daily decision-making toolkits. But again, utility outweighs novelty. As the survey puts it, 'I don't need AI to blow my mind. I just need it to save me time.' It's a practical mindset. The same one that drives them to evaluate brands not just by what they sell, but by what they stand for. The Kantar data shows a clear behavioural uptick in the last three months: more Gen Zers are actively seeking lesser-known and homegrown sustainable brands, with 85% saying they're more open to discovering niche labels. That's a big nudge for legacy giants, evolve your sustainability game or risk losing relevance. This isn't about ditching global brands entirely. In fact, 67% of Gen Z still aspire to own international luxury products. But they're demanding those brands reflect their values diversity, inclusivity, and climate action. Sustainability isn't just a checkbox, it's a competitive edge. In short, green is no longer a branding exercise. It's the new black and brands that fail to understand this Gen Z code risk becoming yesterday's news. Get the full report here ET Online
Time of India
29-07-2025
- Business
- Time of India
What Gen Z really wants: Local labels, global dreams, and AI that saves time
The second ET Snapchat Gen Z survey reveals key insights into this generation. It examines their values, preferences, and how they are reshaping the business world. The survey explores their personal lives, professional goals, and financial habits. Social media plays a vital role in their brand discovery. The study also highlights their preferences for e-commerce, fashion, and streaming platforms. Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads Tired of too many ads? Remove Ads The second edition of the ET Snapchat Gen Z survey is now out, capturing new insights gathered during the second quarter. It picks up from where the Q1 index left off, harnessing a significant amount of key additional data that offers a clear peek into the Gen Z life code -- how they view the world around them, and how their values, preferences, perspectives and ethos are changing the business landscape in a substantial ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can Q2 survey looked beyond behaviour, tapping into Gen Z's mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian isn't just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among a quarter of those surveyed have adopted AI for use in their professional/work approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don't need AI to blow my mind. I just need it to save me time."The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L'Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall the streaming front, Netflix emerges as the undisputed leader. It's the first choice across generations, with a stronger presence among younger Gen quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn't always translate into and Apple dominate Gen Z's mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age Gen Z, education isn't just a stage of life -- it's seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master's degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of overseas isn't viewed as a fantasy, but a practical move. It's more about results, and not just the experience of the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition.
Economic Times
29-07-2025
- Business
- Economic Times
What Gen Z really wants: Local labels, global dreams, and AI that saves time
The second edition of the ET Snapchat Gen Z survey is now out, capturing new insights gathered during the second quarter. It picks up from where the Q1 index left off, harnessing a significant amount of key additional data that offers a clear peek into the Gen Z life code -- how they view the world around them, and how their values, preferences, perspectives and ethos are changing the business landscape in a substantial way. The ET Snapchat Gen Z Index for Q2 takes a look at Gen Z across age brackets and by gender, offering a more layered look into how they think, behave and consume. What emerges is a clearer picture of Gen Z as a generation grounded in personal values, digital influence and practical expectations -- all of which are shaping markets and trends in real time. The survey respondents in this round are all aged between 18 and 28. Each owns a smartphone and is active on social media. Responses were collected in both metro cities and Tier 1 towns. Metropolitan centres like Mumbai, Bengaluru and Delhi featured in the Q2 index alongside Tier 1 towns such as Patna, Jaipur and index, powered by globally renowned research agency Kantar, primarily looks into how Gen Zers manage their personal lives, professional goals and financial habits. It also seeks to evaluate how they respond to brands and what drives their loyalty. The survey's basic objective is to understand what makes Gen Z tick, and how businesses can adapt. Beliefs, brands, buying behaviour The Q2 survey looked beyond behaviour, tapping into Gen Z's mindset. It explored how they interact with culture, career goals, entertainment, and last but not least, fantasy sports. A major theme of the survey was their evolving connection with brands — from preference to perception. It was found that social media plays a central role in their brand discovery process. A striking 89% use it to share and seek opinions. Influencers matter -- 83% say they try new brands based on influencer prod, while 85% follow trend-focused accounts for updates and entertainment. For Gen Z, endorsements by celebrities do carry weight. Six out of ten trust recommendations from celebrities, the survey 70% of Gen Zs value input from those with a strong follower base on soial media, 85% prefer influencers who are "real" over those who do polished marketing. Identity, values, brand loyalty, ties with AI Brand names no longer are the primary driver of buying decisions. For most Gen Zers, authenticity holds more value than labels, our survey found. While 78% say they are open to newer or niche brands, 86% prefer brands that resonate personally or carry more meaning for their social a strong preference for homegrown brands. A notable 91% feel proud to support Indian labels. However, this doesn't come at the cost of global appeal -- 67% also aspire to own international luxury products. Moreover, 86% of respondents embrace cultural diversity and welcome the way global influences shape Indian isn't just a tool — it's seamlessly woven into how Gen Z navigates daily life. A vast majority — 81% — say they use Artificial Intelligence or Augmented Reality regularly. For 32%, it's a supporting tool in their studies, with that number rising to 44% among a quarter of those surveyed have adopted AI for use in their professional/work approach, however, remains utilitarian -- it is less about novelty and more about efficiency. Like the index puts it in perspective: "I don't need AI to blow my mind. I just need it to save me time." Gen Z shopping guide: Who buys what and where The latest survey also reviewed Gen Z preferences across multiple areas. These included their choice of ecommerce platforms, fashion labels, mobile phone brands, beauty products, food delivery services and streaming platforms. In this round of the index, gender was included as a key variable in identifying shifts in brand preferences. Gen Z is clear-eyed about what they want -- whether it's brands, platforms, careers or entertainment. They blend aspiration with action, tradition with experimentation. And brands looking to connect with them would do well to tune in -- ecommerce sites, Amazon resonates more with Gen Z men than women. Flipkart follows closely, with a male skew there as well. Myntra appeals more to women. Nykaa, despite its strong business and identity, struggles to register as an ecommerce platform in general recall — especially among it comes to beauty, brand preference is anything but uniform. Both men and women name names like Lakme, Mamaearth, Nykaa and L'Oréal among their top picks. The pecking order differs depending on gender. Brand mentions are scattered, highlighting a fragmented memory in the beauty fashion, Nike is the go-to for Gen Z men. Adidas and Puma also find favour, but Nike leads. Among women, H&M takes the top spot, followed by Zara and Nike. Meanwhile, Zudio appears to lag in overall the streaming front, Netflix emerges as the undisputed leader. It's the first choice across generations, with a stronger presence among younger Gen Zers. Everyday essentials In quick commerce and food delivery, Zepto and Blinkit enjoy good recall. However, when it comes to user preference, Zomato ranks highest with Gen Z, followed by Swiggy and Blinkit. Instamart makes the list too, but Zepto lags behind, suggesting that recall doesn't always translate into and Apple dominate Gen Z's mobile brand preferences, leaving others behind by a wide margin. Samsung, in particular, shines among younger Gen Z stands out as the beverage favourite. It significantly outperforms Pepsi, which remains average, while Campa Cola trails way behind. The pattern holds steady across genders and age brackets. Education and Career For Gen Z, education isn't just a stage of life -- it's seen as a long-term investment. Many are prepared to extend their studies and take on loans to shape future careers. Nearly half of the respondents aim for a Master's degree or higher. Over two-thirds plan to go abroad for education, the key motivations being a) better employment prospects, and b) a higher standard of learning. Studying overseas isn't viewed as a fantasy, but a practical move. It's more about results, and not just the experience of the work front, 28% of working Gen Zs prefer corporate jobs -- higher than the average. A quarter want to start something of their own, while a notable 27% still have their sights on government jobs. There seems to exist a fine balance between entrepreneurial ambition, corporate aspirations and the pull of job security. Games Gen Zers play: Real and Fantasy The Indian Premier League grabs significant Gen Z eyeballs -- 85% follow it, with older Gen Z and men showing particularly high interest. For most, the IPL has become a big part of their lives. Still, around 27% say their interest has started to dip. For many of them, IPL is a community experience. Nearly two-thirds watch with family, and almost half tune in with friends. Interestingly, most Gen Z viewers multitask -- 81% use a second screen while watching matches, with over half engaging with IPL-related content in real time. Many also search for or shop for products they spot during the sports too have moved from the fringe to the mainstream. Nearly two-thirds of Gen Z have participated in these leagues. For some, it's about the money, while others enjoy the competition. For the in-depth report, click here
