Retail / news
Gen Alpha Tells Shoptalk Panel: Skip the AI Ads, Show Real People
Five Gen Alpha shoppers took the stage at Shoptalk Fall in Nashville to say what they want from brands — and what they don't. AI-generated advertising drew a blunt rejection, while analog media and proof of authenticity won praise.
The panel, held during Shoptalk Fall in Nashville, brought together five Gen Alpha shoppers whose ages ran from middle school to high school. They spoke about what they expect — and what they reject — from the brands competing for their attention, clicks and spending.
Their verdict on artificial intelligence in advertising was dismissive, with the use of AI in ads described as a major turnoff. According to the panelists, brands do better when their campaigns feature real people rather than synthetic imagery, and when they back up claims of authenticity with visible evidence instead of marketing jargon.
Analog and physical media earned enthusiastic reviews from the group. One participant said non-digital formats appeal precisely because they help a young consumer feel different and unique.
Retailers have spent recent years courting Gen Z, whose purchasing power is projected to reach $12 trillion by 2030. Gen Alpha, whose oldest members are in their late teens, is now drawing similar attention: the cohort influences nearly half of total U.S. household spending in families with children aged 8 to 14, and commands about $100 billion in direct annual spending power — roughly three times the size of Iceland's GDP.
The choice of brand representatives carries particular weight, according to Jewell Hamilton, 15, who told the panel that who a company picks to represent it really matters.