Generative AI Generational Trends and Lessons for European Brands

In a dramatically short period of time, generative AI has emerged as a transformational force in creativity and work. We’ve rarely seen a technology adopted at such speed, creating an unrivalled excitement and buzz about how people and businesses can apply these new AI-powered technologies to transform their daily lives.

To understand how generative AI is changing both what customers expect and how brands deliver experiences across Europe, Adobe conducted a series of studies between February and May 2023. Here’s what we uncovered.

Perceptions and expectations around generative AI are sky-high

European consumers are excited about the possibilities of generative AI, and many are already experiencing exciting positives from early applications. Predictably, younger generations are most optimistic, with almost half (46%) of Gen Z and Millennials saying generative AI is already positively impacting their lives. Older generations (Gen X and above) are more cautious about its use, with 36% saying generative AI isn’t impacting their lives at all.

From a creative standpoint, Gen Z and Millennials are ready to embrace generative AI, with 58% of them saying it will enhance their personal creativity. Indeed, brands and consumers have marvelled in generative AI’s ability to reimagine experimentation and empower creative expression in new, rich, and productive formats. As adoption of generative AI continues to progress among businesses and individuals, we’ll likely see creativity unleashed in even more exciting ways.

Consumers want generative AI to unlock more helpful and meaningful experiences

Broadly speaking, all generations believe generative AI will help brands make better products and deliver better experiences. Crucially, the benchmark for success is helping consumers find things they want quickly (31% for Gen Z and Millennials, rising to 46% for Gen X and above).

Harnessed correctly, generative AI is the ultimate co-pilot for marketers and CX professionals, reshaping every aspect of marketing from planning to strategy, and execution to analysis. We recently debuted the availability of significant innovation across our Clouds, fueled by the transformative power of generative AI. With this latest innovation, Adobe’s Firefly – a family of creative generative AI models – is unleashing a new era of AI-enhanced creativity for millions of customers across the globe.

Responsible use of generative AI is paramount to win hearts and minds

As more businesses harness generative AI’s power, they must be more committed than ever to thoughtful, responsible development and application. Crucially, consumers echo this sentiment, with responsible use of generative AI ranking as the highest consideration that they demand from brands when using these technologies.

For older generations, these principles are even more vital, with 21% of Gen X and older consumers saying it’s most important for brands to possess guardrails to ensure generative AI is being used ethically (ahead of Gen X and Millennials at 17%).

With consumers possessing higher expectations and an increased propensity to take their business elsewhere should they lose trust in a brand, it’s vital that brands fully commit to stringent and standardised AI ethics principles that champion accountability, responsibility, and transparency across all use of generative AI.

Ushering in a new era of creativity and productivity

From students to solopreneurs to creative professionals, and small businesses to the largest enterprises – generative AI will revolutionise the creation of stunning visual content and amplification of business intelligence across any customer touchpoint.

Clearly, a tremendous opportunity lies ahead. It’s now down to brands to exercise the power of generative AI, responsibly and ethically, without losing sight of their core values and purpose along the way. This is how brands will create lasting legacies and relationships with their customers through experiences that truly matter.

For more information about how Adobe is developing generative AI responsibly, please visit here.