The relevance of this change is not speculation, but is proven by current, representative data from the renowned youth studies JIM (Germany) and JamesFocus (Switzerland) for 2025. The astonishing similarity of the results — from the dominance of ChatGPT to pragmatic, school-oriented use — paints a clear picture. Marketers can confidently apply these strategies to the entire German-speaking youth market, because this is not a local phenomenon, but a cross-generational change.

This article distills key findings from over 100 pages of research data into five strategic, actionable insights for marketing directors, product managers, and brand strategists in family and youth marketing.

The 5 most important insights for your brand strategy

1. Homework instead of hype: Young people primarily use AI pragmatically

The central finding from both studies is that AI use by young people is primarily purpose-oriented. The initial hype gives way to pragmatic use in everyday life, particularly in a school context.

The data impressively prove this:

• Use in Germany 74% of young people AI for homework or learning and 70% to search for information (JIM study 2025).
• Use for pure “fun” is even declining slightly (JIM study 2025).
• In Switzerland, too, AI is used significantly more frequently for informational purposes than for pure entertainment (JamesFocus 2025).

Analysis for marketers: Brands shouldn't think of AI as a pure entertainment gimmick. The key to success lies in utility. Instead of a fleeting AR filter, a hardware store chain could offer an AI-powered “project planner” that helps teens design their room and generate a shopping list. A cosmetics brand could develop a “skincare consultant” who analyses skin problems and suggests a routine. Position your brand as an essential resource that solves real problems.

2. ChatGPT is the undisputed king, but integrated AI is the strategic key

ChatGPT's dominance is overwhelming and makes the tool synonymous with AI in this target group.

• In Germany, have 84% of young people have already used ChatGPT; it is the second most important research tool after search engines (JIM study 2025).
• With 680 entries, ChatGPT is by far the most used tool in Switzerland (JamesFocus 2025).

However, the real strategic opportunity lies not in standalone applications, but in AI, which is already embedded in the platforms where teens live their digital lives. A key example is “My AI” from Snapchat. This chatbot is the second most popular tool in Switzerland and has established itself as the second most important AI tool after ChatGPT, especially among girls, while boys prefer co-pilot (JamesFocus 2025).

Analysis for marketers: While having your own presence or “skill” for ChatGPT is difficult for most brands to implement, the great opportunity lies in the ecosystems in which young people are already active. Brands should closely monitor the development of AI chatbots and features on platforms such as Snapchat, Instagram and TikTok and use them early on for their own seamless brand experiences.

3. High trust meets low competence: An opportunity with responsibility

The young people's attitude towards AI is ambivalent: They trust the results, but at the same time feel uncertain about dealing with the risks.

• 57% of German young people think information from AI applications is trustworthy (JIM study 2025).
• This trust is offset by low media literacy: Only about A third of young people feel competent when it comes to identifying deepfakes. 40% of 12 to 13-year-olds don't even know the term (JIM study 2025).

Analysis for marketers: This results in a dual role for brands. On the one hand, they can use this trust to act as a reliable source of information. On the other hand, they have an enormous ethical responsibility. This combination of high trust and low critical competence is particularly precarious in the context of digital overload, in which two thirds of teenagers already encounter fake news. For brands, this increases the risk: A single AI-generated misinformation associated with your brand could spread quickly and permanently damage the trust that has been built up. Ensure absolute transparency and factual compliance with AI-supported communication.

4. The gender gap: Girls are more skeptical, and that's a marketing opportunity

The studies show a significant difference in attitudes towards AI between the sexes. Girls and young women are significantly more critical of technology than boys.

• In Germany do 44% of girls worry about the consequences of AI, compared with just 31% of boys (JIM study 2025).
• In Switzerland, female adolescents have a significantly more negative attitude towards AI than male adolescents (JamesFocus 2025).

Analysis for marketers: A “one-size-fits-all” communication fails here. In order to target girls and young women, you need to think beyond pure technical efficiency. A tech brand could show off their AI in a campaign in which girlfriends create a digital art project together, thus emphasizing collaboration. A financial app could use an AI chatbot to transparently explain savings plans, focus on security and demystify financial jargon in order to build trust with a more skeptical audience.

5. The context is decisive: AI use takes place in a world of digital overload

Intensive use of AI should not be viewed in isolation. It is part of everyday digital life that is characterized by overwhelming demands and a flood of information.

• The average smartphone screen time is just under four hours a day (231 minutes) (JIM study 2025).
• 68% of young people say they often spend longer on their mobile phones than planned (JIM study 2025).
• Two thirds are involved in the last month Fake news got in touch (JIM study 2025).

Analysis for marketers: The strategic imperative is “utility invisibility” — invisible benefit. Your AI shouldn't be another app that needs to be opened, but a seamless layer that simplifies existing tasks. Imagine a travel brand's AI assistant that automatically combines booking options in a WhatsApp group chat, saving time and mental effort. The goal is not to be another destination, but to speed up the journey.

This reliance on AI for quick answers poses a significant risk, particularly when users lack basic knowledge. The JamesFocus report perfectly sums up this risk:

“When there is a lack of human expertise, the ball is with AI. It then acts as an outsourced “thinking apparatus,” over which control is only possible to a limited extent.” — Quote from the JamesFocus 2025 Report.

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Conclusion: Adapt your strategy to the AI-native generation

AI is not a distant dream of the future, but the lived reality of Generation Z. It is fundamentally changing how young people learn, obtain information and interact with the digital world.

Marketers who understand this shift from passive media entertainment to active, AI-driven utility will be the relevant brands of tomorrow. The battle for the attention of the next generation is not won by scrolling, but by prompting. Brands that fail to become trusted helpers in this new AI-driven paradigm aren't just ignored — they become irrelevant.

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FAQ

What is the most used AI tool among young people?
Based on data from Germany and Switzerland, ChatGPT is by far the most used and well-known AI tool.

Do young people primarily use AI to cheat on homework?
The data shows that the main motivation is learning, searching for information, and understanding relationships. Even though the borders are fluid, it is primarily about support and not just about deception.

Is AI use the same among all young people?
No, there are clear differences. The frequency of use increases with age, and there is a significant gap in attitudes between girls (more skeptical) and boys (more open).

How can my brand use AI effectively to reach young people?
The focus should be on utility. Provide practical assistance that makes everyday life easier — from learning aids to product advice and planning tools. For example, a sports manufacturer could offer an AI training plan generator. Also, watch built-in AI features on social media platforms.

What is the biggest risk for brands when using AI in youth marketing?
The biggest risk is exploiting young people's high level of trust in AI while maintaining low media literacy. Lack of transparency, incorrect information, or manipulative content can permanently destroy brand trust. In an ecosystem where authenticity comes first, perception as manipulative is an irreparable mistake.