HawkPartners teamed up with The Elume Group to see how AI has impacted the typical purchase journey for Gen Z. The quantitative survey was conducted with a representative mix of 500 US consumers aged 18-28 years old.
- Decision-Making, Not Just Search: A large majority of Gen Z now make purchases directly based on AI recommendations. And it happens across multiple categories.
- The Streamlined Funnel: The journey from discovery to purchase is shrinking for Gen Z, often to a single day.
- Relevance Over Reputation: Gen Z now trusts an AI’s recommendation over their own familiarity with a big brand. They also trust AI more than their friends and family when evaluating options to buy.
Learn more by visiting our study, including what we think it means for marketers in the back-half of 2025 and beyond.
HawkPartners’ 2025 Gen Z Consumer X AI Report
