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Gen Z Demands AI Transparency from Brands
14 Jan
Summary
- Gen Z shoppers prioritize authenticity and transparency from brands using AI.
- Retail leaders discussed AI trends at the National Retail Federation's Big Show.
- Young consumers seek quality and in-store experiences beyond AI assistance.
Artificial intelligence dominated discussions at the National Retail Federation's Big Show, a major industry event held in New York City from January 11 to 13, 2026. Retail leaders from companies like Walmart and Google showcased advancements in AI shopping agents and customer service bots, such as Ralph Lauren's 'Ask Ralph' chatbot. These technologies aim to enhance shopping experiences, offering personalized styling advice and efficient customer support.
Despite the widespread adoption of AI, Gen Z consumers, aged 17 to 24, expressed a strong desire for authenticity and transparency from brands utilizing these technologies. They view AI as a tool for initial discovery, like bargain hunting, but still value traditional retail fundamentals such as quality products, genuine customer service, and tangible in-store experiences. This demographic is increasingly discerning about AI-generated content and seeks real reviews over influencer endorsements.
The insights from Gen Z consultants suggest a shift away from fast fashion towards secondhand shopping, driven by a desire for value and authenticity. Brands are advised to maintain core principles while innovating, ensuring that AI implementations align with consumer values. Ultimately, the future of retail, as seen at the Big Show, involves a delicate balance between technological advancement and the enduring importance of human connection and genuine brand integrity.
