Generations, Media, and AI

This unit examines how generational change, evolving media landscapes, and emerging generative AI technologies reshape consumer behavior and marketing touchpoints relevant to agribusiness. Students will investigate cohort characteristics, device-driven habits, household AI agents, and the rise of creators and digital twins to prepare for applying AI-enabled marketing strategies in subsequent units.

Learning Objectives

• Analyze the distinguishing demographic, behavioral, and media-consumption characteristics of Generation X, Millennials, and Generation Z and summarize implications for agribusiness consumer segments.
• Evaluate how increased early access to mobile devices, shrinking attention spans, mental health trends, cultural diversity, extended life expectancy, and political engagement affect food and natural-resource purchasing decisions.
• Analyze the architecture and roles of generative AI (the four layers), household AI developments (quantified home, family chatbots, voice assistants), and the creator/influencer economy, assessing their potential impacts on agribusiness marketing channels and consumer touchpoints.
• Apply generational and AI-informed insights to create a one-page consumer persona and a concise marketing brief (2–3 recommended AI-enabled touchpoints and messaging tactics) for an agribusiness product or service.