Prophet’s Data Shows AI Adoption Is Accelerating Across All Generations in Luxury Market 

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.   

The latest “Premium and Luxury Study”, surveyed 1,000 German consumers across Gen Z to Baby Boomers, revealing that AI is reshaping buying behavior across all generations – and its influence is accelerating. 

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 search engines’ 15-year dominance, this slim 10% margin underscores AI’s momentum. 

When it comes to letting an AI agent make a purchase decision, there’s a noticeable split: Gen Z (41.5%) and Millennials (42%) are ready. Baby Boomers (32%) remain more resistant.  

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%). 

“The real risk isn’t ignoring AI; it’s assuming it only matters to younger, tech-savvy  consumers,” said Jörg Meurer, Partner at Prophet. “Luxury 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.” 

Read the full article here. 

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