2025年数字原住民的影响力：Z世代重塑媒体生态研究报告（英文版）

The Gen Z Effect | Shaping the Year of Impact1The Gen Z EffectShaping the Year of Impact© 2025 dentsu | all rights reservedThe Gen Z Effect | Shaping the Year of Impact2This special edition dives headfirst into the media landscape as seen through the lens of Gen Z, building on the insights from our 2025 Media Trends report, The Year of Impact. With nine incisive articles, including contributions from dentsu’s own Gen Z experts who are not only shaping campaigns for their generation but are part of it, and consumers from Imagen Insights, a Gen Z focused qualitative insights company, we’ve brought together a rich mix of perspectives. Together, these voices dissect the trends that are reshaping how people consume and engage with content. From the pivot to algorithmic planning to capturing a million micro-moments, we tackle the real-world impact of connected television and the surge of the augmented media toolkit. We explore the partnership gold rush, and the power found in niche communities, all while examining how our lives are increasingly powered by AI.This edition showcases the creativity and ingenuity of Gen Z voices who are not just navigating the shifting tides of media but are actively steering the ship. It’s a bold look at the future of media, driven by the fresh perspectives that will define tomorrow’s conversations.The Gen Z Effect: Shaping the Year of Impact The Gen Z Effect | Shaping the Year of Impact3Your Life. Powered by AI. 4The Augmented Media Toolkit 6A Million Micro-Moments 8Power in Niches 10Connected Television Gets Real Scale 12The Pivot to Algorithm Planning 14Retail Reshapes Media 16A Better Supply Chain 18The Partnership Gold Rush 20Unevenly Distributed 22About dentsu 24ContentsThe Gen Z Effect | Shaping the Year of Impact4Since the launch of ChatGPT in November 2022,1 generative AI has already made waves in how we interact with media and brands. We expect it to reshape these interactions even further in 2025. More than a quarter of Europeans believe generative AI will significantly impact their personal lives in the next year.2 However, for it to really succeed, it needs to move beyond chat interfaces and embed itself into everyday services. Platforms like Duolingo3 and Spotify4 are already enhancing user experiences with AI-driven features that feel almost futuristic. Yet, there are concerns: many people worry about distinguishing between real and AI-generated content,5 and the environmental impact of training AI is a growing issue.6 Looking ahead, expect generative AI to integrate more seamlessly into our daily lives, with innovative applications in mobile and wearable tech. Gen Z is more than twice as likely as Gen X to use generative AI.7Your Life.Powered by AI.The Gen Z Effect | Shaping the Year of Impact5Artificial intelligence has developed at lightning speed over the past few years, and, honestly, it’s reshaped how I experience travel. You know that moment when you’re out e