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1、1The Pace of Progress|2024 Media TrendsMEDIATRENDS 2024 dentsu|all rights reservedF R O M G E N Z,TO G E N ZTHE PACE OF PROGRESS:GEN Z EDITIONPRESENTED BYX2The Pace of Progress|2024 Media TrendsAt the end of 2023,dentsu released The Pace of Progress,our annual media trends report where we cover the

2、opportunities,challenges,and intricacies of ten trends expected to shape the media landscape in 2024,from generative AI taking center stage in our lives,to the race to monetization of tech platforms,to the rise of integrity economics.These trends will influence each of us,as consumers and marketers,

3、differently.We wanted to dig deeper into how these trends will play out for Gen Z.We partnered with Imagen Insights,a research company specialized in Gen Z qualitative insights,to directly ask Gen Z about our trends.We captured their insights and what they mean for brands in this addendum report.INT

4、RODUCTIONCONTENTSGENERATIVE AI TAKES CENTER STAGE01PART4THE RACE TO MONETIZATION02PART8INTEGRITY ECONOMICS03PART12The Pace of Progress|2024 Media Trends23The Pace of Progress|2024 Media TrendsGENERATIVE AITAKES CENTER STAGE01PARTGenerative AI is probably the most disruptive technology breakthrough o

5、f the last decade,a seismic shift with waves having far reaching impact across industry and society.This technology has the potential to enhance our cognitive capabilities and allows us to solve problems in new ways,as consumers and marketers.While Gen Z recognize the technological prowess of genera

6、tive AI applications,they also have reservations about what it means for creators,privacy and human relations.4The Pace of Progress|2024 Media TrendsWHAT GEN Z SAY ABOUTGENERATIVE AI TAKING CENTER STAGE54%60%74%of Gen Z in France say they worry about how their personal data is being used by companie