[Jihye Choi's Trend 2025] How Digital Native 'Jalpa Generation' Uses AI

A Generation Encompassing Gen Z and Generation Alpha
Actively Integrating Generative AI into Daily Life
Sharing Emotions with AI... Becoming Like a Friend

The term 'Jalpa Generation' refers to both Generation Z, born from the mid-1990s to the late 2000s, and Generation Alpha, born after 2010. While the MZ Generation (Millennial + Z) once received significant market attention, the prevailing view is that, as Millennials now experience diverse life stages such as work and marriage, it makes more sense to group Generation Z with Generation Alpha rather than with Millennials. Another reason for grouping Generation Z with Generation Alpha is that both generations are digital natives who use digital language as if it were their mother tongue. As of 2024, the proportion of people who have experienced generative AI services is 33.3%, nearly double the figure from the previous year. Now that AI has become a part of daily life, how is the Jalpa Generation, known as mobile natives and future consumers, utilizing AI?

First, they actively use AI for learning and self-development. According to the "2025 Generation Z AI Participation Report" released by the social networking platform Soul App, 95% of respondents said they use AI in their work or study routines, and among them, 55.4% reported frequent use. In fact, Mathpresso, which operates the AI-based learning platform Qanda, recorded sales of 24.2 billion KRW in 2024, achieving its highest sales ever.

There are also many examples of active AI use in job preparation. Not only do people use ChatGPT to write self-introduction letters, but they also receive help from AI for interviews. By asking AI to act as an "HR team member with O years of experience at OO company" and requesting questions based on their self-introduction letter, one-on-one mock interviews become possible. According to a survey conducted by Binoulabs Insight of 500 third- and fourth-year university students seeking employment through the campus life platform Everytime, 59.6% responded that they use AI for job preparation. The most common category for AI use was writing self-introduction letters, at 77.9% (multiple responses), followed by interview preparation (35.2%) and studying job-related knowledge (29.2%).

AI is also useful for sharing relationships and emotions. YouTuber Soyo became a sensation with videos of spending daily life with a doll equipped with ChatGPT. In the videos, the doll cracks jokes, tries to hold back laughter, and even responds with emotion to Soyo's words. For example, when asked, "Isn't this funny?" the doll replies, "No... it was a little funny haha," just like a real friend. At first, the video may seem strange, but if you set aside the prejudice against AI, it is not much different from the process of building a relationship with someone. We have entered an era where even AI can become a friend.

Beyond relationships, people also receive comfort and encouragement through conversations with AI chatbots. When feeling anxious or facing difficulties, they share stories with AI that they might otherwise tell a friend, family member, or counselor. Sometimes they casually ask AI for a fortune reading, but sometimes they seek deeper conversations. Posts on social media about receiving high-quality mental counseling through paid ChatGPT subscriptions have resonated widely, and prompts for effective counseling questions are also being shared.

AI is also essential for entertainment. Many will remember the Ghibli-style trend that swept through social media, where people used ChatGPT to transform real photos into animation styles, filling feeds with Ghibli-inspired images. More recently, the "AI Filter Pet Version Challenge" has become popular on TikTok. When you apply the AI filter to your dog or cat's face, they suddenly start moving their limbs and dancing like humans. People say they become addicted to these bizarre yet adorable movements.

As AI becomes embedded in daily life, companies are increasingly launching AI services and marketing aimed at future generations. For example, all domestic mobile carriers are entering the AI mental care business. LG Uplus has already launched "Dapda (Diary That Replies)," an AI-based mental wellness platform. HeyDealer attracted attention through a collaboration with Amore, hosting the "HeyAmore My Car Scent Studio" popup event. Visitors could enter their car number and phone number into a vending machine to receive a free car diffuser, with AI technology analyzing the car's model, year, and color to provide a scent that matches the car's atmosphere. This was highlighted as a fresh example of using AI in an offline popup event.

For the Jalpa Generation, AI goes beyond the realm of technology. They consult AI on everyday dilemmas such as what to eat, what to wear, and where to go on a date. For the Jalpa Generation, AI is not only a tool for exploring their interests but also a companion for sharing emotions and confiding worries?sometimes even more so than a real friend. Samantha, the AI from the movie HER, is no longer just a fictional character but is appearing in reality. It is time for the market to adapt quickly to the new generation's ways of utilizing AI.

Choi Ji-hye, Research Fellow, Seoul National University Consumer Trend Analysis Center