![]() What they found was that, for the most part, children understood these AI bots as friendly, trustworthy, and smart. This was confirmed by a 2017 pilot study from the MIT Media Lab in which researchers watched 26 children, ages 4-10, as they interacted with several different AI “agents”-Alexa, Google Home, the pet robot Cozmo, and the conversational Julie Chatbot-to see how kids would respond to these different technologies over time. So, what can brands do to appeal to this tech-savvy clientele and to the kid influencers who have their ear? Hold Their AttentionĪlina Redkina, a designer at the creative production agency Kworq, explains that in a world where everything is constantly at one’s fingertips, “the biggest challenge will be holding their attention.” The best way of doing that, Redkina says, is to establish a gradual connection, “unobtrusively, and in a way that piques their curiosity and development.” In other words, trust has to be built over time-in a way that’s so personable, it almost seems incidental. Tiana of ToyandMe, a 12-year-old influencer with over 11 million YouTube subscribers. And as they get older, that gulf of experience will only become more apparent. According to a 2018 report from Hotwire, kids will surpass their parents in terms of their tech skills by age 8. But the Alpha worldview is even more extreme. In many ways, the influence of Generation Alpha on the market is no different from Gen Z and the Millennials before it-the trend of creating more personal, immediate experiences continues to grow. An infographic showing a preference for tablet usage among children age 3-4.Īlphas are coming of age in a time of unprecedented technological growth-they’ve seen the rise of artificial intelligence, virtual reality, and driverless cars. And that cohort is predicted to be “the most formally-educated generation ever, the most technology-supplied generation ever, and globally the wealthiest generation ever,” as McCrindle told the New York Times. ![]() Generation Alpha (or Gen A), comprised of children under the age of 10, is already proving to have an outsized impact on household spending and the future of consumer experiences with technology.Ĭoined by the Australian social researcher Mark McCrindle, Generation Alpha includes anyone born between 20, the first “generation” to be born entirely in the 21st century. With Generation Z primed to transform the workforce and the youngest Millennials now reaching adulthood, marketers are turning their attention to the new consumer at home.
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