Razorfish Explores Gen Alpha’s Relationship with AI in New Study

NEW YORK: June 9, 2026 — Razorfish, the premier connected agency, released a new study today on Gen Alpha’s knowledge and use of AI. The GWI research, commissioned by Razorfish, reveals that AI has already become a daily resource for facts and creation, while Alphas still rely on humans for feelings and judgement.

“Gen Alpha is coming of age alongside AI, and what we’re seeing is a generation that doesn’t just use the technology––they’re actively defining its role in their lives,” said Dani Mariano, CEO of Razorfish. “They turn to AI for speed, scale, and information, but still place a premium on human input. Gen Alpha will require not just technological fluency, but a deeper understanding of when to lead with AI and when to lead with empathy.”

AI is now a day-to-day tool for many kids. While a majority of Gen Alphas are interacting and utilizing various AI tools on a weekly basis, 22% of Alphas are using AI on a daily basis, with 12% using it multiple times a day. The most frequent use cases of AI with Gen Alpha are for homework (53%), fun or hobbies (43%), and at school (36%).

AI is for creation, but humans are for emotion: Gen Alpha trusts AI to find and generate, but they still trust people to advise, interpret, and support. 54% of Alphas look to people for recommendations on what to buy, while 76% would ask a person for personal advice rather than AI. However, 27% of Alphas responded that they do use AI for talking or advice.

Most older Alphas aren’t familiar with AI agents, but they’re using them. 41% of 12–15-year-olds say they’ve heard of them, but aren’t sure what they are, yet 53% say they’ve used one. The usage of AI agents closely aligns with more general AI use, suggesting this cohort may still struggle with a precise definition.

Parents are optimistic about AI but concerns still exist. 60% of parents of Gen Alpha who also contributed to the study have a positive sentiment towards the technology. According to the research, they see a wide range of benefits from their child’s use of AI, such as being more creative (58%) and learning useful skills for the future (53%). Parents' main concerns revolve around exposure to age-inappropriate content (57%) or misinformation (53%) and hindering their critical thinking skills (56%) or creativity (53%).

"What’s especially striking is the shared optimism around AI paired with a growing expectation that it’s used responsibly and with purpose. The brands that will win are those that meet that mindset, delivering experiences that are as human as they are innovative,” said Mariano.

To learn more about the research, visit here.

Methodology

Razorfish partnered with GWI to conduct an extensive survey-based study in the United States, leveraging GWI’s fresh sample methodology to expand research reach beyond existing audiences. The 10-minute online survey commenced in November 2025 and concluded in November 2025, with participation from around 1,000 kids aged 9-15. Each child respondent was contacted via their parents/guardians, who also provide initial demographic and contextual information about the child in question.

About Razorfish

Razorfish is a leader in what's next. Since the dawn of the internet, the agency has helped brands move first through every era of transformation—defining what digital meant for business and now leading brands into the age of AI. Everyone has a prediction. Razorfish has a track record. The agency helps brands find opportunity before it trends, turn insight into action, and transform engagement into loyalty. By bringing together predictive intelligence, cultural instinct, and deep customer understanding, Razorfish delivers work that drives growth today and builds lasting competitive advantage. Named Campaign US’ 2026 Innovation Agency of the Year, Razorfish is part of Publicis Groupe.

Media Contacts:
Dan Yesenosky, Razorfish
dan.yesenosky@razorfish.com