Gen Z Is Relying Less on AI than You Think

To people like Mark Cuban, AI fluency will be a baseline skill in five years’ time, comparable to Microsoft Excel. The billionaire’s point speaks to AI’s prevalence in not only workforce expectations but our collective experiences as well. 

AI is everywhere, from search engines to smart fridges. If you go by the headlines, you’d swear that Gen Z is outsourcing their entire life to algorithms.

But when we surveyed over 500 Gen Z consumers to understand how they use AI tools to plan meals, shop for groceries, and make food decisions, we found the reality is completely different.

When it comes to planning and purchasing, Gen Z is still doing the work themselves. Here’s why that’s good news for brands that want to reach them in the moments that matter.

Gen Z Isn’t Letting AI Run the Kitchen

Sure, Gen Z is curious about AI, but most aren’t ready to trust it with their food decisions.

Here’s what our data shows:

  • Only 22% use AI tools regularly to help plan or manage grocery shopping trips

  • Just 19% say they’d trust an AI to auto-order groceries based on their habits or pantry

  • Only 15% say they trust AI-generated recipes more than traditional ones, like cookbooks or even from influencers

The takeaway here? Gen Z is relying on AI to assist rather than steer the full ship. It feels like critical phases of the shopping journey, from moments of inspiration to planning and shopping, are still very much approached in a traditional manner.

 
 

Why This Gap Is a Goldmine for Marketers

The common assumption is that AI is coming for the funnel. That consumers will automate meal planning, grocery lists, and even purchases. Our research says otherwise.

Gen Z is still:

  • Browsing recipe content

  • Looking for inspiration

  • Comparing ingredients

  • Building lists and making swaps

  • Deciding what’s worth adding to cart

That’s intent. Meeting them in an active mindset is where the real opportunity lives.

Contextual Commerce Media: Reaching Gen Z in Real Decision Moments

At Chicory, we help brands activate on high-intent environments that align with real behaviors: driving discovery, shaping preference, and converting inspiration into action.

Our State of Online Recipes Report revealed that 91% of shoppers use online recipes to guide meal and grocery planning, and our recent survey clearly shows they’re not handing over the keys to AI just yet. 

Of course, AI’s prevalence will continue to grow, and we’re not advocating for brands to be unprepared. Instead, we’re making it clear that Gen Z is still approaching purchasing decisions with an active mindset. That approach won’t be changing anytime soon. For brands, it’ll be critical to reach them in the moments that matter most.

Want to learn more about how Chicory can help your brand connect with Gen Z consumers? Say hello@chicory.co to get in touch with our team. 

Chicory