Briefly, young between the ages of 16 and 28 from the whole region use it daily and without much fear artificial intelligence, but at the same time they doubt the truth of the digital world and would like to spend more time with each other than with screens. This is how, in one sentence, the research conducted by the agencies McCann and UM Belgrade can be summed up by surveying online 500 young people from the region with the intention of getting to know (or to let us know) their latest digital habits.
The impression is that young people treat VI like fire - they are aware of its advantages, but it is clear to them that it can be dangerous if we do not use it in a controlled manner. Of course, we are all convinced that this is exactly how we use it, and the mentioned generation in particular. Here are some research abstracts with key questions.
Artificial intelligence for the "zed" generation is no longer a novelty but a daily routine, 82 percent say they use it every day. The question arises whether this means that we are completely late with the regulations that would regulate it a little or with more mass "literacy".
The largest number of them, as much as 89 percent, use ChatGPT. Gemini is in a distant second place with only 36 percent, the rest are mostly in single digits or barely in double digits. Can it be considered that "zeders" understand the technology they use if they stopped at one brand? Are they already slipping on the test of critical assessment of the tool or service?
Two-thirds think that VI is not that important in their lives, and an incredible 86 percent say that they would not be terribly shaken if it was abolished. Which is in dramatic contrast to the percentage of those who use it every day and the only question is whether they are unaware that they are already "hooked" or whether it is useful to them because it quickly solves various problems (mostly school related).
Their two biggest fears are the loss of a clear demarcation between reality and generated images, as well as the fact that VI will leave them without a job, that is, it will make it difficult for them to enter the labor market. But who should determine what is true and what is false - a state agency or a non-state body? Who should we believe when he tells us that we are being manipulated, if we suspect that he is also a manipulator? That dilemma remains open. As well as the question of whether professors are asked to prepare them for coexistence with new technology instead of teaching them the skills of the past.
Massively (as much as 69 percent) would like a life with less technology, without mobile phones to begin with. But it's more of a "diet dream" because no one shows the slightest willingness to give up their phone, and there are no serious alternatives to digital life, not even hints.
Those closer to the upper age limit are more cautious and critical, girls are more likely to question VI advice than boys. This means that awareness is growing as the confrontation with the real consequences of using artificial intelligence grows. When the school system finds a way to catch up with her, even the youngest will be disappointed.
Finally, the regional division is also shown, precisely at the borders of the EU. Young Croats, Slovenians and Bulgarians use it more, unlike those from BiH, Montenegro and North Macedonia, while Serbia is somewhere between those two groups. Which raises the question of whether VI will contribute to general well-being or new regional stratification.
In short, for the "zed" generation, artificial intelligence is like a torch that lights their way. But they must be aware that she does not know where they should go. And that's before they run into the bales of hay or the gas station with an open flame. They should ask the elders, just stay away from those who also carry torches. Not only those that symbolize artificial intelligence.
Real journalism costs money, and we will not be bought by tycoons and corporations. Support us with a one-time or monthly donation. The time for it is now!
