Gen Z mostly doesn't care if influencers are actual humans, new study shows

A new study has found that Gen Z may value AI and authenticity on social media differently than older generations. Analytics firm Sprout Social's 2024 Influencer Marketing Report gathered feedback from 2,000 respondents across the US and UK about their experience consuming social content.SEE ALSO:Gen Z is apparently reviving the Facebook 'Poke'
Even as governments grapple with the regulation and roll out of AI, survey respondents were evenly split in their feelings about a brand working with an