Research + Strategy
The futuristic AI bible unpacking the motivators and misgivings young Berliners have about Artificial Intelligence as Google prepared for new product development.
The Challenge
Google sought to highlight its innovative AI use 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 better tailor communication strategies that address the nuanced views, concerns, and appreciations of these crucial demographics.
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 efforts resulted in a digital AI handbook that outlined young Germans' concerns and motivations regarding AI, providing Google with strategic recommendations for future engagement. These insights were integral to Google's 2023 marketing strategy and informed discussions at the I/O conference, enhancing communication with younger audiences about AI technology.
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