{"id":37673,"date":"2025-12-22T19:11:22","date_gmt":"2025-12-22T19:11:22","guid":{"rendered":"https:\/\/prophet.com\/?post_type=news-press&p=37673"},"modified":"2026-01-25T13:05:36","modified_gmt":"2026-01-25T13:05:36","slug":"prophets-data-shows-ai-adoption-is-accelerating-across-all-generations-in-luxury-market","status":"publish","type":"news-press","link":"https:\/\/prophet.com\/news-press\/prophets-data-shows-ai-adoption-is-accelerating-across-all-generations-in-luxury-market\/","title":{"rendered":"Prophet\u2019s\u00a0Data Shows AI Adoption Is Accelerating Across All Generations in Luxury Market"},"content":{"rendered":"\n
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PRESS RELEASE<\/p>\n<\/div>\n\n\n\n

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Prophet\u2019s Data Shows AI Adoption Is Accelerating Across All Generations in Luxury Market <\/h1>\n\n\n\n

December 22, 2025<\/p>\n<\/div>\n<\/div>\n\n\n <\/article>\n<\/section>\n\n\n\n

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BERLIN – A new study by Prophet, the uncommon growth company, found that AI is transforming every stage of the luxury buying journey and being rapidly adopted by consumers, including older generations.<\/p>\n\n\n\n

The latest \u201cPremium and Luxury Study\u201d, surveyed 1,000 German consumers across Gen Z to Baby Boomers, revealing that AI is reshaping buying behavior across all generations \u2013 and its influence is accelerating.<\/p>\n\n\n\n

While traditional channels remain strong: brand websites (54%), Google search (55%), social media (45%), AI tools like Google AI (44%) and platforms such as ChatGPT and Perplexity (45%) are closing the gap fast. Given the 15-year dominance of search engines, this slim 10 percent gap underscores AI\u2019s momentum.<\/p>\n\n\n\n

When it comes to letting an AI agent make a purchase decision, there\u2019s noticeable openness across all generations: Gen Z (41.5%) and Millennials (42%) are almost at the same level and even among Baby Boomers, roughly one in three (32%) expresses willingness. <\/p>\n\n\n\n

Since our survey in 2024, trust and data privacy concerns in AI decreased from 51% to 45% across age groups. When asked about concerns regarding AI ethics, Millennials are the least concerned (31%), followed by Gen Z (42%), Gen X (42%) and Baby Boomers (45%). <\/p>\n\n\n\n

\u201cThe real risk isn\u2019t ignoring AI; it\u2019s assuming it only matters to younger, tech-savvy consumers,\u201d said J\u00f6rg Meurer, Partner at Prophet. \u201cLuxury brands that fail to embrace AI risk losing relevance across all generations. The future of premium experiences will be defined by how well brands combine personalization, trust and technology.<\/p>\n\n\n\n

Read the full article here.<\/a><\/p>\n\n\n\n

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About Prophet<\/strong><\/p>\n\n\n\n

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Prophet is the Uncommon Growth Company\u2014accelerating impact for business and marketing leaders through consulting, experience, and creative services.<\/p>\n

With 15 global offices and 500+ strategists, analysts, creatives, marketers, digital experts and change agents, Prophet has worked with the world\u2019s most successful companies, including CVS Health, Home Depot, Salesforce, Google, Marriott, Netflix, Amazon, T-Mobile and UBS, partnering with them from strategy to in-market execution. Our teams are committed to partnering with clients to develop solutions that drive lasting impact and help\u202fmove\u202fsociety forward. Prophet.com<\/a><\/p>\n<\/div><\/div>\n\n\n\n

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Featured Expert<\/h3>\n