Consumer Generations and AI Trends

This foundational unit examines generational cohorts, shifting consumer behaviors, and the early emergence of generative AI in household and media contexts. Students will explore how demographic, social, and technological trends reshape marketing touchpoints and prepare strategic, ethical responses for subsequent applied units.

Learning Objectives

• Analyze the distinguishing characteristics, media habits, and purchasing behaviors of Generation X, Millennials, and Generation Z and identify at least three implications for marketing segmentation and messaging.
• Evaluate how societal shifts (increased diversity, longer life expectancy, mental health trends, shortened attention spans, and media fragmentation) alter consumer journeys and produce a prioritized list of three marketing considerations to address these shifts.
• Demonstrate understanding of the four layers of generative AI by creating a one-page mapping that links each layer to at least one concrete marketing use case (e.g., family chatbot, AI influencer, digital twin).
• Apply insights about digitally native households and emergent AI technologies to produce a one-page strategic brief recommending target audience, primary channels, and at least two ethical or privacy safeguards for a hypothetical product launch.