Vendor reportGWI, 2026

Nearly 41% of Gen Z investors are female, unlike the male-dominated profile AI tools describe

Audience & ICP

41%

of Gen Z investors are female

Reader Note:: GWI asked widely used AI tools to describe Gen Z investors. They repeatedly described a mostly male, finance-led, crypto-aware audience. GWI’s own survey data shows a more gender-balanced group that is also reachable through gaming and podcasts. The report does not say how “investors” were identified. Source: GWI Core, GWI’s continuous online survey of 1M+ people a year aged 16-64 in 53 markets; no sample size or fieldwork dates given.
Evidence:: Self-reported behaviour
Vendor interest:: Moderate — This comes from a company with a commercial interest in this market, so it is not a neutral source.
Sample:: Continuous online survey research among individuals aged 16-64 (or 16+) in 53 markets worldwide; over 1 million respondents annually, with some additional topic-specific GWI studies and a US weekly study used where relevant.

Good for

A rough sense of size and direction, and deciding what to look at first.

Not for

Exact numbers, or saying that one thing caused another.
This is an aggregated or average number that covers very different cases. Real results in a particular segment may differ.
The source never says when this data was collected. It could be considerably older than the publication date suggests.
The source never says how this number was measured.
This comes from a company with a commercial interest in this market, so it is not a neutral source.

US marketers use consumer insights most often for audience targeting, yet only 53% do so

Share of US advertisers & marketers who use consumer insights 51%-100% of the time, by activity
Business activity	Share using consumer insights often/almost always (%)
Content strategy or editorial planning	44%
Campaign or media planning	47%
Go-to-market strategy	47%
Competitor or market analysis	47%
Brand positioning	45%
Audience targeting	53%

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79% of US marketers say consumer insights matter for audience targeting, more than for any other task

Share of US advertisers & marketers who say consumer insights are important, by activity
Business activity	Share who place value on using consumer insights (%)
Content strategy or editorial planning	73%
Campaign or media planning	76%
Go-to-market strategy	75%
Competitor or market analysis	74%
Brand positioning	71%
Audience targeting	79%

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Gemini and ChatGPT lead AI shopping research in the U.S.; 64.0% of AI shoppers use two or more assistants

Share of AI shoppers using each AI assistant in the past 90 days
Assistant used in the past 90 days	Share of AI users (%)
Google Gemini	63.5%
ChatGPT	60%
Amazon's shopping assistant	27.5%
Walmart's shopping assistant	22.5%
Microsoft Copilot	22.4%

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Fewer than half of marketers say they know their customers' shopping habits

Marketers' access to key customer personal datapoints
Customer data point	Share of marketers (%)
Know their customers' shopping habits	44%
Have access to basic demographic information like name, gender, and location	39%
Have access to customer purchase history with their company	31%
Know what products customers are interested in buying	27%
Know their customers' experience preferences and expectations	17%

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89.9%

of AI users on the online-shopper trend base said they verified the assistant’s recommendation before buying

Paid media overtook martech as the largest slice of the marketing budget between 2018 and 2025, rising from 23.2% to 30.6% while martech fell from 29.2% to 22.4%

Resource	Change 2018 to 2025 (percentage points)
Paid media	7.4
Labor	-2.6
Agencies	-2.3
Martech	-6.8

Nearly 41% of Gen Z investors are female, unlike the male-dominated profile AI tools describe

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