Marketing

Adrian’s Arena: AI is Shaping the Future of Marketing to Gen Z in Southeast Asia

Gen Z is transforming marketing in Southeast Asia. Learn about their preferences for personalised experiences and values-driven consumerism.

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1 month ago

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TL;DR

  • Gen Z is driving the evolution of marketing in Southeast Asia, with a preference for personalised, authentic experiences across platforms like gaming and social commerce.
  • AI-powered platforms, such as SQREEM Technologies and TotallyAwesome, enable brands to engage Gen Z without relying on invasive tracking, using behavioural insights instead.
  • Values-driven consumerism is key, with Gen Z seeking brands that align with their values, especially around sustainability, authenticity, and social responsibility.
  • Rewarded video ads and personalised social commerce are effective tools for engaging Gen Z, allowing brands to connect in ways that add value without disrupting the user experience.
  • Trust and privacy are paramount—Gen Z expects brands to be transparent about how they use AI, with a growing demand for experiences that respect privacy.

Gen Z: Redefining Mobile Marketing in Southeast Asia

There’s no denying it: Generation Z is reshaping how brands connect with consumers, especially on mobile.

In Southeast Asia, where mobile penetration continues to rise, Gen Z is driving a shift in how we approach advertising. Whether through mobile gaming, social commerce, or general mobile use, brands that understand this generation’s behaviour are well-positioned to capture their attention. And to do this effectively, AI has become a crucial tool.

In this article, we’ll explore this in more detail and explore how brands can leverage AI-powered platforms like SQREEM Technologies and digital contextual marketing solutions like TotallyAwesome to stay ahead in this competitive market – all the while keeping the Gen Z’s user privacy intact.

Understanding Gen Z in Southeast Asia

Gen Z, born between the mid-1990s and early 2010s, is the first generation to grow up fully immersed in technology. In Southeast Asia, where mobile penetration is above 76%, this generation is spending more time on mobile devices than ever before, whether gaming, streaming, or engaging with brands.

Short-form video is also a major trend with Gen Z, with platforms like TikTok leading the charge, as seen in the latest GWI data, which highlights a sharp rise in short-form video consumption, particularly for sports.

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Gen Z is looking for more than just products—they want brands that showcase the human side behind them, as well as social responsibility.

This generation is sceptical of traditional advertising and craves organic, transparent engagement, pushing brands to rethink how they communicate and engage.

Singaporean Gen Zs: How AI and Digital Marketing Shape Their Experience

Singaporean Gen Zs stand out for their high engagement with digital platforms. Despite representing just 1% of Southeast Asia’s population, Singapore contributes 23% of Grab’s revenue, underscoring the strong digital engagement of its consumers.

Brands targeting Gen Z in Singapore can leverage AI-driven personalisation to deliver seamless, relevant experiences.

Additionally, 69% of Asian Gen Zs feel uncertainty is detrimental to their mental health. As such, brands that create community, emphasise well-being, and promote authentic interactions will resonate more strongly with Gen Z.

By incorporating AI-driven personalisation and predictive analytics, brands can address these concerns, delivering content that feels genuine and supportive of their mental well-being.

How AI Can Help You Reach Gen Z Without Invasive Tracking

One of the most important things to highlight is that neither SQREEM Technologies nor TotallyAwesome relies on PII (personally identifiable information) or cookies to deliver personalised experiences. Both companies use AI to analyse behavioural signals that allow for deep personalisation without the need to collect sensitive data. This is crucial when marketing to Gen Z, a generation that values privacy and expects transparency from brands.

Gen Z’s preference for values-driven consumerism and their need for authenticity have made it necessary for brands to build relationships based on trust. AI allows companies to personalise their communication without sacrificing privacy or trust, maintaining alignment with Gen Z’s values.

1. AI-Driven Personalisation for Mobile Marketing

Gen Z expects brands to understand their preferences and deliver experiences tailored to them. AI is what enables that level of personalisation without relying on invasive tracking methods. Platforms like SQREEM Technologies analyse behavioural patterns and deliver ads that resonate—at exactly the right moment. This allows brands to connect with their audience without sacrificing trust or privacy.

Example: Picture a Gen Z consumer who frequently engages with sustainable fashion content. Using SQREEM’s AI-powered insights, a brand can deliver relevant ads for eco-friendly products across multiple mobile platforms, from Instagram to gaming apps. This builds stronger connections while respecting the user’s privacy.

2. Rewarded Video Ads: Adding Value Without Disruption

Let’s face it—Gen Z is savvy, and they’re not fans of ads that interrupt their experience. That’s why rewarded video ads have become a smart, non-intrusive way to engage this generation. AI helps predict the best moments to serve these ads, making sure they feel like a natural part of the mobile experience.

Example: Imagine a gamer receiving in-game currency for watching a short, relevant ad. This gives the user something valuable while ensuring the ad doesn’t disrupt their experience. It’s a win-win for both brands and consumers.

3. AI-Powered Social Commerce

Gen Z doesn’t just engage with content—they also shop directly within mobile apps. AI is revolutionising social commerce by predicting purchasing behaviour and creating personalised shopping experiences. With tools like those provided by TotallyAwesome, brands can offer products that align perfectly with Gen Z’s interests, right within the apps they already use.

Example: Using proprietary data enriched by AI-driven insights, TotallyAwesome helps brands identify trends and preferences, allowing them to offer limited-edition virtual goods or eco-friendly products that match Gen Z’s values. Whether they’re on TikTok or browsing within a mobile game, the shopping experience is seamless and personalised, again without the need for cookies or PII.

Measuring Effectiveness: AI’s Real Power

1. Real-Time Data for Smarter Decisions

When it comes to measuring the success of campaigns, impressions and clicks only tell part of the story. AI provides deeper, real-time insights into how Gen Z interacts with your brand across different platforms. SQREEM Technologies tracks behaviours across mobile, social, and gaming environments, giving brands a holistic view of their impact.

Example: With AI-powered analytics, brands can see how long Gen Z engages with an ad, how they feel about the content, and what ultimately drives conversions. This real-time feedback enables brands to optimise campaigns quickly and efficiently.

2. Cross-Channel Integration

Gen Z is constantly shifting between platforms—from gaming apps to social media and back. AI helps brands track these interactions seamlessly across multiple touchpoints, ensuring consistent messaging and engagement.

Example: With SQREEM’s AI-driven cross-channel analytics, brands can follow Gen Z’s journey from in-game ads to social media, to connected TV, ensuring the brand message remains cohesive and relevant. This comprehensive view allows brands to refine their strategies and deliver more impactful campaigns.

1. Playable Ads and Interactive Experiences

AI is making interactive ads, like playable ads, even more engaging. These ads allow users to interact with a product or service in a game-like environment before downloading or purchasing it. For Gen Z, who craves control and interactivity, AI-driven playable ads offer a fun, non-intrusive way to explore new products.

2. Virtual Goods and NFTs

AI is also helping brands navigate the growing world of virtual goods and NFTs. By predicting which digital products will resonate most with Gen Z, AI is helping companies create exclusive virtual items that tap into their interests—whether in mobile games or social platforms.

The Future of AI and Gen Z: Building Authentic Connections

AI is transforming how we engage with Gen Z, especially when it comes to mobile marketing. Platforms like SQREEM Technologies and TotallyAwesome are using AI to deliver hyper-personalised, non-intrusive experiences—without relying on PII or cookies. This approach aligns perfectly with Gen Z’s expectations for privacy and personalisation.

Whether through personalised ads, rewarded video experiences, or seamless social commerce, AI is allowing brands to build meaningful, long-term connections with Gen Z in a way that feels authentic and trustworthy.

As AI continues to evolve, so too will our ability to meet Gen Z exactly where they are—on their mobile devices, across games, social platforms, and beyond.

Comment and Share:

How will your brand adapt as AI reshapes Gen Z’s expectations for personalised, meaningful interactions—and do you feel you need AI to do this yet? Share your ideas and experiences with AI and AGI technologies in the comments below. And don’t forget to subscribe for updates on AI and AGI developments.

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Author

  • Adrian is an AI, marketing, and technology strategist based in Asia, with over 25 years of experience in the region. Originally from the UK, he has worked with some of the world’s largest tech companies and successfully built and sold several tech businesses. Currently, Adrian leads commercial strategy and negotiations at one of ASEAN’s largest AI companies. Driven by a passion to empower startups and small businesses, he dedicates his spare time to helping them boost performance and efficiency by embracing AI tools. His expertise spans growth and strategy, sales and marketing, go-to-market strategy, AI integration, startup mentoring, and investments. View all posts

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