Gen Z, Tech Convergence

In an era where making a lasting impact requires a blend of creativity, technology, and a deep understanding of the Gen Z audience, Google's Ronak Sharma addresses the prospective convergence of technology, AI, and Gen Z preferences redefining the future of marketing.

"In order for brands to be future-ready, where Tech, AI and Gen Z will be at the forefront of marketing, I believe it’s only going to get tougher to become an iconic brand that is on top of mind for its core audience", states Sharma. She emphasises the need for brands to adapt to stay top of mind for the highly influential Gen Z audience.

Sharma outlines key aspects where technology and AI will play a pivotal role in connecting with Gen Z in the coming days. "Data-driven decision-making and real-time adaptation will be crucial, along with a high consideration for consumer privacy," she explains. 

The future will also see a surge in hyper-personalisation to create customised experiences and interactive, immersive brand experiences, aligning with Gen Z's preference for participation over passive consumption. Sharma emphasises the importance of valuing Gen Z as the Alpha Creator economy and integrating them into brand strategies.

Sharma encourages a creative approach for future marketers. "Marketing shouldn’t be dull or just heavy on data analytics. Make good use of data to make your messaging relevant but let creativity shine through your work. That’s your way to be a great 'Story-doer,'" she advises.