Kim Mascarenhas, Head of Intelligence MENA, WPP Media.“The future is not about artificial intelligence versus humans. It’s about artificial intelligence with humans,” Garry Kasparov.
One of the most elusive and misunderstood groups of consumers today is Gen Z. To truly understand them, we must move beyond preconceived notions. With AI-powered research, we can uncover insights that challenge these perceptions.
Often labelled as ‘entitled and lazy,’ MENA’s GenZ are more accurately hard-working, just in a different way. Other generations can criticise them for being ‘overly woke’; however, more correctly, they’re vocal about social justice. They’re also characterised as having ‘frayed identities’. The reality is they are a globally connected,
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