Gen Z Trusts AI Recommendations, But Wants Control Over Decisions

Artificial intelligence is becoming a regular part of how India’s Gen Z makes everyday choices. According to a new survey by Rukam Capital in association with YouGov, younger consumers have become more accepting of AI for recommendations. Still, Gen Z consumers seem less willing to let AI make decisions for them. While 70% of participants find it acceptable for AI to recommend products/services, only 49% find it acceptable for AI to make decisions without their consent. The report suggests that Gen Z sees AI more as a decision-making assistant than a complete replacement for human judgment.

AI is already playing a role in how Gen Z decides what to buy. Nearly 60% of respondents use AI during their shopping decisions. Only 14% say they have never used AI for shopping. Most respondents use AI to compare products, services, or brands. About 31% use it for this purpose. Another 29% use AI to find better prices or deals. This percentage of users use it to understand product and service attributes. About 22% use AI to search for alternative products they are considering, and 22% use it to read or summarize reviews. But only 17% use AI to discover new products or brands. This suggests Gen Z uses AI to evaluate existing alternatives. It helps them process information and compare choices before making a purchase.

Gen Z Wants AI Advice, But Not Full Control

Gen Z appears comfortable using AI for advice, but it still wants control over important decisions. Around 70% of respondents are comfortable with AI recommending products or services. This comfort also extends to several personal areas. About 65% are comfortable with AI providing personalized healthcare or wellbeing recommendations. Around 63% would use AI to help choose a career or education path. The same percentage is comfortable with AI recommending what to watch, listen to, or read. Around 62% are also comfortable with AI helping with financial decisions.

However, this comfort drops when AI gets the final say. Only 49% of Gen Z feel comfortable with AI making decisions without their agreement. It shows that this generation does not reject AI but insists on staying involved in decision-making when AI makes important decisions. These findings may help to develop new AI systems for the future. They should be able to justify their decisions and offer multiple options. They may also need to keep final approval with the user.

Smartphones and Internet Remain Central to Daily Life

Gen Z’s growing use of AI comes alongside a strong dependence on everyday technology. Around 72% of respondents say their smartphone would be the hardest device to give up for a month. Another 57% say the same about internet or Wi-Fi access. Technology also plays a major role in their daily routines. Around 71% say they rely on technology for most parts of their lives.

Meanwhile, 78% believe that technology has made their lives much easier. Nonetheless, some people still have doubts about using technology. 74% admit they occasionally spend too much time on the internet. In addition, 64% try to consciously distance themselves from technology, while 65% feel uncomfortable when they are not connected to the internet. Thus, Gen Z values the benefits of digital life while understanding its downsides.

The report shows that Gen Z wants AI to make everyday decisions easier, but it does not want to give up control. The younger generation is familiar with using AI to compare data and make evaluations and suggestions. Nevertheless, they are not comfortable with AI-driven decision-making. This would force businesses to develop AI that allows consumer participation and seeks their approval. According to Gen Z, AI should help in making decisions quickly and effectively.