Artificial intelligence has become routine for Generation Z in Serbia. More than 80% of young people see AI as part of everyday life, while nearly half use it daily — not only for school or work, but also for creative ideas, organisation, decision-making and personal advice. Yet despite this constant use, only one-third fully trust the information AI provides.
The regional study conducted by McCann Beograd and UM Beograd shows that AI usage among Gen Z is now almost synonymous with ChatGPT, used by nearly 90% of respondents. Researchers also found differences in behaviour: young women more often use AI for communication, health and personal topics, while young men are more likely to use it for financial matters.
Still, the generation that grew up with technology does not see AI as indispensable. Almost 90% of respondents said they could function without it, while 69% said they want less technology and more human interaction — suggesting growing digital fatigue among younger users.
Questions around authenticity are becoming equally important. More than half of respondents in Serbia said they are worried about the blurred line between real and AI-generated content, while 63% said they dislike AI content being presented as human-made without clear disclosure. For brands and media, the message is becoming increasingly clear: Gen Z accepts AI as a tool, but still values honesty, originality and genuine human creativity above all else.
