Publicis’ Epsilon unit has a new readout in its “The Consumer State Of AI” report, and the headline is familiar: ChatGPT has the biggest overall share of the consumer LLM market. The more useful wrinkle is the generational split. OpenAI’s ChatGPT indexes even higher with younger cohorts, followed by Google’s Gemini and Google Assistant, according to the study.
Epsilon’s framing is less about model horsepower and more about habits. “Nearly 80% of Gen Z accesses AI tools on their smartphones (laptops come in second place),” the report notes. The winning interface, apparently, is not necessarily the pristine desktop prompt window. It is whatever sits one thumb-tap away.
As for why they’re using it: entertainment and fun, general inquiries, educational needs, health, work productivity, and shopping all make the list. Gen Z also uses AI for fitness more than any other generation, per the report.
On the commerce side, Gen Z reportedly turns to AI for product information, price comparisons, research, and finding deals and discounts. The report also flags a useful contradiction for marketers: Gen Z is more likely to view AI positively than older groups, but is also more concerned about AI’s environmental impact than any other generation. An inconvenient detail if your AI strategy assumes “young people love it” is the whole story.
Read more at MediaPost.