Gen Alpha panel says AI in ads is a turnoff and demands authentic brand reps

Last week, a panel of five Gen Alpha shoppers spoke candidly at Shoptalk Fall in Nashville about what they want and don’t want from brands competing for their time, dollars and clicks. The cohort now influences nearly half of total U.S. household spending in families with children ages 8‑14 and holds $100 billion in direct spending power each year.

Panelists said brands must show real people in ads and avoid artificial intelligence, which they called a huge turnoff.

“That’s a huge turnoff,” Hannah Schwartz, panelist said.

“Who you choose to represent you really matters,” Jewell Hamilton, panelist said.

Many retailers focus on Gen Z, whose purchasing power is projected to reach $12 trillion by 2030. Gen Alpha is gaining attention as it influences nearly half of U.S. household spending in families with children ages 8‑14 and holds $100 billion in direct spending power each year. Amazon, Nike and McDonald’s are among the top brands in households with Gen Alpha teens, according to a 2026 HarrisX and Allison Worldwide study.

What we know

Last week, a panel of five Gen Alpha shoppers spoke candidly at Shoptalk Fall in Nashville about what they want and don’t want from brands competing for their time, dollars and clicks.
The cohort now influences nearly half of total U.S. household spending in families with children ages 8‑14 and holds $100 billion in direct spending power each year.
Panelists said brands must show real people in ads and avoid artificial intelligence, which they called a huge turnoff.
Many retailers focus on Gen Z, whose purchasing power is projected to reach $12 trillion by 2030.
Amazon, Nike and McDonald’s are among the top brands in households with Gen Alpha teens, according to a 2026 HarrisX and Allison Worldwide study.