Gen Alpha & generative AI: How brands can connect with the next generation of consumers

The next wave of influential consumers is here: Gen Alpha.

Born roughly between 2010 and 2024, this generation is the first to grow up with generative AI, such as ChatGPT and Midjourney, as part of everyday life.

For marketers, successfully connecting with Gen Alpha will lay the foundation for long-term loyalty as they mature into teenagers and young adults, yet it presents a unique challenge: how do you build authentic relationships with a generation that has an advanced “BS detector” for digital inauthenticity?

The answer lies not just in adopting AI, but in recognizing its potential dual impact on Gen Alpha’s development and adjusting your brand narrative to prioritize human connection and creativity.

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How will AI shape Gen Alpha's childhood?

Growing up alongside powerful AI presents a profound cultural shift, perhaps even more unprecedented than the internet was for Millennials. For Gen Alpha, this technological leap presents two paths that brands must consider.

On one hand, there is a risk of negative mental impact.

If AI tools consistently provide instant answers and handle complex thinking, the very mental development of this generation is at risk. Screen addictions could worsen and stunt imaginative development, leading to the "first generation who are less capable than the last," As Russ Wilson, Head of UK at The Sound, says.

Alternatively... growing up in a world saturated with synthetic content could simply equip Gen Alpha with an advanced degree of skepticism.

“Gen Alpha are going to grow up so much more savvy and cynical... The next generations coming through have been much more aware [of the dangers of tech].”

—Dr. Russ Wilson, Head of UK, The Sound

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They may be the generation best equipped to spot AI-generated misinformation, simply because they encounter it constantly. Brands need to understand this dynamic: authenticity is paramount, and any attempt at using AI purely for superficial speed or cost-cutting is a high-risk strategy that will be quickly rejected⁸. Your brand’s relevance hinges on understanding that AI is either a societal disruption or a technological tool that ultimately finds its place, just like the metaverse before it⁹⁹⁹⁹.

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The importance of human authenticity in an AI World

If the value of content and creative output is increasingly challenged by AI’s ability to generate it cheaply and quickly, what does Gen Alpha value more? The answer lies in the deeply human elements AI cannot replicate: soul, pain, struggle, and backstory.

“Al generated stuff, whatever that might be, can never be the same as human generated stuff. And to some extent, and it's going to be fascinating to see how much for Gen Alpha, I think that matters.”

—Dr. Russ Wilson, Head of UK, The Sound

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This inherent value difference means Gen Alpha is likely to gravitate towards content, products, and brands that overtly prioritize human effort and authentic storytelling. This hyper-focus on authenticity is critical for all marketing channels, especially social media, where Gen Z (and now Alpha) have a "built-in BS detector for inauthenticity." Marketers worry their attempts at being "relatable" will be perceived as "cringe."

The opportunity here is for brands to deliberately invest in human-centric marketing, focusing on transparency and emotional connection. They can leverage the skepticism of Gen Alpha to their advantage by being overtly transparent about what is real and what is not.

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Championing the Alpha mindset

The brands currently building the strongest foundations with Gen Alpha are those actively choosing to foster creativity, imagination, and human-led play. These brands resonate not just with the child, but with the financially anxious and value-driven parent, which is essential because Alpha's purchases are still heavily mediated by their caregivers.

“Human authenticity in some ways becomes more elevated for Gen Alpha because because you can have things free and cheap and immediate. Yes, there's that initial seduction of it again, whether that's music or art or whatever it is, but it has no value because no nothing's gone into the production of it.”

—Dr. Russ Wilson, Head of UK, The Sound

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Brands that facilitate creativity and provide "healthy activities" are winning over parents and children alike. This is about providing a tangible, real-world antidote to the pervasive digital screen.

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LEGO: Letting kids be kids

LEGO provides a clear blueprint for this approach. Their newest initiative, the LEGO Masters Academy, is a prime example of a brand doubling down on human creativity and skill-building. Inspired by the LEGO Masters TV phenomenon, the Academy invites children and adults to step into a studio environment where they learn building techniques used by professionals, unleashing creativity through real, physical LEGO elements. It offers different difficulty levels, ensuring a wide age range, including older Alphas, can engage and master a tangible, screen-free skill.

This strategy works because it:

Prioritizes the human

It celebrates human imagination and expertise (the LEGO Masters champions).

Encourages active creation

It pushes back against passive consumption by encouraging tactile, physical building.

Builds intergenerational connection

It’s an activity that parents and children can genuinely enjoy together, facilitating the necessary parental buy-in for the purchase.

For brands, the takeaway is clear: find the equivalent of the LEGO brick in your product or service—the physical, emotional, or creative space where Gen Alpha can genuinely express themselves and develop human skills, separate from the digital noise.

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So, what does this mean for brands?

Connecting with Gen Alpha is a long-term investment. And while there's no way to predict how they will mature, some things are already working:

Lead with unfiltered humanity

‍Highlight the real people, stories, and struggles behind your brand or product. Overtly celebrate human creativity and imperfection over AI-driven perfection.

Gamify creativity, not consumption

‍Create products, services, or campaigns that challenge Gen Alpha to do something—create art, solve a physical puzzle, or develop a real-world skill. Use digital channels like social media as a genuine bridge to a valuable, tangible offline experience.

Don't underestimate Alphas

‍Gen Alpha is bound to be the most cynical generation yet, possessing a built-in for inauthenticity and AI-generated fluff.

Position your brand as a trusted source of truth. That means ditching the Alpha slang or churning out post after post on TikTok just to seem "cool." Digging and finding that real brand story, and offering a genuinely valuable product or service... That's what will grab this generation's attention and loyalty.

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