Z世代效应：塑造影响之年

Shaping the Year of Impact The Gen Z Effect:Shaping the Yearof Impact This special edition dives headfirst into themedia landscape as seen through the lens ofGen Z, building on the insights from our2025Media Trendsreport,The Year of Impact. Withnine incisive articles, including contributionsfrom dentsu’s own Gen Z experts who are notonly shaping campaigns for their generationbut are part of it, and consumers from ImagenInsights, a Gen Z focused qualitative insightscompany, we’ve brought together a rich mix ofperspectives. Together, these voices dissect thetrends that are reshaping how people consumeand engage with content. From the pivot to algorithmic planning tocapturing a million micro-moments, we tacklethe real-world impact of connected televisionand the surge of the augmented media toolkit.We explore the partnership gold rush, andthe power found in niche communities, allwhile examining how our lives are increasinglypowered by AI. This edition showcases the creativity andingenuity of Gen Z voices who are not justnavigating the shifting tides of media but areactively steering the ship. It’s a bold look at thefuture of media, driven by the fresh perspectivesthat will define tomorrow’s conversations. Contents Your Life. Powered by AI.4 The Augmented Media Toolkit6 A Million Micro-Moments8 Power in Niches10 Connected Television Gets Real Scale12 The Pivot to Algorithm Planning14 Retail Reshapes Media16 A Better Supply Chain18 The Partnership Gold Rush20 Unevenly Distributed22 About dentsu24 Since the launch of ChatGPT inNovember 2022,1generative AIhas already made waves in how weinteract with media and brands.We expect it to reshape theseinteractions even further in 2025. Gen Z is more than twiceas likely as Gen X to usegenerative AI.7 futuristic. Yet, there are concerns:many people worry aboutdistinguishing between real andAI-generated content,5and theenvironmental impact of trainingAI is a growing issue.6 More than a quarter of Europeansbelieve generative AI willsignificantly impact their personallives in the next year.2However,for it to really succeed, it needsto move beyond chat interfacesand embed itself into everydayservices. Looking ahead, expect generativeAI to integrate more seamlesslyinto our daily lives, with innovativeapplications in mobile andwearable tech. Platforms like Duolingo3andSpotify4are already enhancinguser experiences with AI-drivenfeatures that feel almost NavigatingLife with AI By Miles Xu Senior Planner, iProspectAge 24, China Artificial intelligence hasdeveloped at lightningspeed over the past fewyears, and, honestly, it’s reshapedhow I experience travel. Youknow that moment when you’reout exploring a new city, takingphotos with friends, and thenyou get back to the hotel only torealize that half of your shots areblurry or have random strangersphotobombing? It’s the worst. Asa guy who loves sharing highlightson social media, those missedmoments can be really annoying. Plus, AI can organize fragmentedinformation quickly. Take meetingnotes, for example. Thosemoments can get chaotic. Butwith AI, I can generate clear andconcise meeting minutes thatsave me tons of time. It’s all aboutefficiency. or the Youdao Translator in China,let me translate menus or havereal-time conversations withwaiters who only speak the locallanguage. It’s a game-changer formaking the most out of my travelexperiences. Now, while AI is incrediblypractical and powerful, there aresome important things to consider.For instance, when you uploadphotos to editing apps, there canbe legal risks involved, and let’sbe real—the laws surrounding AIare still catching up to technology.We need to think critically abouthow we use AI and what we shareonline. AI is here tomake our liveseasier and ourexperiencesricher. That’s where AI photo editingtools come into play. With justa click, I can transform thosemessy shots into stunning imagesready for social media. It’s likehaving a personal photographerin my pocket, helping me capturememories without the hassle.And let’s talk about languagebarriers – when I’m in a countrywhere I don’t speak the language,navigating menus can feel like adaunting task. But AI has my backhere, too. Apps with translationfunctions, like Microsoft Translator But AI isn’t just about travel, it’salso a major asset in my work life.When I’m writing in a non-nativelanguage, AI tools like DeepL andSimplifi AI help polish my texts,catching grammatical errorsand smoothing out awkwardsentences. It’s like having alanguage coach on call. AI is a tool that enhances our livesin so many ways, but it’s crucial tonavigate it responsibly. As a GenZ, I believe we need to embraceAI’s capabilities while also beingmindful of its limitations andpotential risks. So, let’s use AIsmartly and creatively. After all,it’s here to make our lives easierand our experiences richer. The AugmentedMedia Toolkit Artificial intelligence is shakingup the media landscape, andby 2025, we’re expecting awave of n