GOOGLE

THE CHALLENGE

Google sought to highlight its innovative AI in products and understand Gen Z and Millennials' perceptions of AI.

Despite AI's benefits, there was a clear need to address generational differences in understanding and sentiment towards AI, to tailor better communication strategies that address the nuanced views, concerns, and appreciations of these crucial demographics.

Maryam

RESEARCH CONSULTANT

Emma

RESEARCH CONSULTANT

Fabian

RESEARCH CONSULTANT

Ndu

CEO & CO-FOUNDER

THE INNOVATION

We conducted AI Lab workshops in Berlin, engaging Gen Z and Millennials with gamified research to explore their attitudes towards AI, focusing on Google's key products. This hands-on, interactive approach allowed participants to express their attractions, detractors, and critical viewpoints on AI's role in their lives.

Complementing the qualitative insights, we conducted quantitative research across Germany, with a keen focus on Berlin, to discern local versus national sentiment differences. This was complemented by quantitative research in Germany, particularly Berlin, to compare local and national perspectives.

THE IMPACT

Our work produced a comprehensive digital AI handbook that not only captured the concerns and motivations of young Germans regarding AI but also equipped Google with a strategic roadmap for future engagement.

These insights played a pivotal role in shaping Google’s 2023 marketing strategy. They also informed key discussions at the Google I/O conference, driving more authentic and resonant communications with younger audiences about AI technology.

This approach empowered Google to move beyond generic messaging, allowing for targeted and meaningful interactions that position the company as a leader in addressing youth perspectives on AI.

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