When eighth-grader Mia Somes's school tried using AI-generated designs for its merchandise, the student body pushed back hard. Then a student created designs by hand, and everyone loved them about 10 times more. Her verdict: "We want real."
The youngest shoppers can tell when a brand did the work, and when it didn't.
What Gen Alpha Shoppers Want From Brands in 2026
At Shoptalk Fall in Nashville, a panel of teens told retailers exactly what they expect. Gen Alpha, born 2010 to 2024, already influences nearly half of US household spending in families with kids ages 8 to 14 and has an estimated $100 billion a year in direct spending power.
How do they feel about influencers?
It depends on authenticity. One teen said a Cardi B partnership with Old Navy felt genuine, while others said controversial personalities could push them away.
Why is thrifting so popular?
Value and individuality. The teens pointed to better-made pre-owned clothing, vintage style, and the chance to find something nobody else has.
Do they still want to shop in person?
Yes, with a catch. They want reasons to stay, like activities at pop-ups and comfortable spaces where friends can hang out while others shop.
What turns them off?
AI, more than anything. "That's a huge turnoff," said 18-year-old Hannah Schwartz.
"I'm a teenager. My money's limited. I don't want to give it to AI. Also, with AI models, I don't know if you're lying to me right now." Jewell Hamilton, 15
How Dealers Can Earn the Trust of the Next Generation of Car Buyers
This generation breaks an old pattern. Young people usually adopt new technology first, but AI took hold in the corporate world for its efficiency gains. So when teens see AI in marketing, many read it as a tool that might be used on them, and that widens the trust gap.
The way to close that gap is human: real contact, real understanding, and real transparency. It's the same reason behind-the-scenes footage of an ad often outperforms the ad itself. People want proof that someone put in the work.
The oldest members of Gen Alpha will be shopping for their first cars soon. Use AI behind the scenes to move faster, and keep real people front and center in every customer conversation.
The next generation of car buyers wants to know there's a real person on the other side of the deal.
We unpack what Gen Alpha wants on today's episode of the Automotive State of the Union.
