Here’s something nobody saw coming: The generation most skeptical of AI isn’t the one that doesn’t understand it. It’s the one that understands it best.
Every new technology faces resistance. The internet? A fad. Smartphones? Unnecessary. Social media? A waste of time. But tech skepticism has always followed the same pattern—older workers resisted, younger workers embraced, and eventually the skeptics retired and adoption became universal.
Not this time.
The Tech Skepticism Script Has Flipped.
Traditional technology skepticism was driven by unfamiliarity. Baby Boomers didn’t grow up with computers. Gen X had to learn the internet as adults. They resisted because the technology was foreign. As digital natives entered the workforce, resistance faded.
AI flips this script entirely.
Sixty-two percent of Gen Z express skepticism toward artificial intelligence—higher than any other generation. Sixteen percent explicitly don’t want AI on their phones, compared to only 9% of older users. Forty-nine percent believe AI will harm their critical thinking skills.
This isn’t ignorance. It’s educated wariness. Gen Z grew up watching social media algorithms manipulate behavior, mine personal data, and damage mental health. They understand how “engagement optimization” created filter bubbles and monetized attention at the expense of well-being. They’ve seen technology companies prioritize profit over users – and they figure (correctly) that it will keep happening.
When it comes to AI, Gen Z isn’t asking “how does this work?” They’re asking “who does this benefit, and at what cost?” And they can spot AI-generated content instantly. Years of exposure to algorithmic manipulation have given them sophisticated internal detectors.
Here’s the Impact for B2B Sellers.
You already know that generational dynamics in B2B selling have gotten complex. Older salespeople struggle to connect with younger buyers who communicate differently and research differently. Younger salespeople face challenges selling to executives who expect traditional relationship-building. AI adds another layer of complexity to this already-delicate situation.
Consider this common scenario: Your sales team deploys AI-powered email outreach, chatbots for qualification, or AI-generated proposals. The goal is efficiency—reach more prospects, respond faster, scale the process. But when that AI touches a Gen Z buyer, it triggers immediate skepticism.
An AI-written email isn’t just impersonal—it’s a signal that you chose efficiency over authenticity. An AI chatbot isn’t helpful—it’s a barrier between the buyer and real human expertise. An AI-generated proposal tells the buyer you couldn’t be bothered to understand their specific situation.
Here’s the mismatch: Millennial and Gen X sales leaders view AI pragmatically as a productivity tool (which it can and should be, used correctly). They don’t realize their AI-enhanced outreach is actively repelling their youngest prospects. They see time savings. Gen Z buyers see corporate shortcuts that signal low prioritization of genuine relationships.
Authenticity is Everything – and This Time, You Can’t Fake It.
When buyers doubt the authenticity of your communication, they doubt the authenticity of your company.
This hits B2B particularly hard because business relationships depend on trust. B2B buying decisions involve long-term commitments, significant investment, and organizational risk. Buyers need confidence that you’ll deliver, support, and stand behind your product over time.
AI-generated content undermines that confidence. When a prospect receives an AI-written email, the subtext reads: “This company would rather automate than understand our needs.” When an AI chatbot handles initial qualification, the message becomes: “Our time is more valuable than yours.” When an AI system generates proposals, buyers wonder: “If they’re using AI for this, where else are they cutting corners?” And guess what? These messages are correct interpretations.
Gen Z interprets AI deployment as a values statement. They’ve watched tech companies claim to prioritize user experience while optimizing for ad revenue. They’ve seen platforms promise connection while fostering division. If your technology serves your interests at the customer’s expense, trust evaporates.
AI Skepticism Will Age In, Not Out.
Here’s the critical difference: Internet skepticism aged out. AI skepticism will age in.
Gen Z is entering the workforce now. Within a decade, they’ll hold senior leadership roles. Their sophisticated understanding of AI’s capabilities and limitations will shape how organizations approach artificial intelligence. And their skepticism isn’t going away—it’s informed by direct experience with technology’s dark patterns.
The choices you make today about AI deployment will determine whether future decision-makers view your organization as trustworthy or opportunistic. Companies that use AI thoughtfully, transparently, and in service of genuine customer value will differentiate themselves. Those that deploy AI primarily for internal efficiency will find themselves shut out as skeptical buyers gain purchasing authority.
What You Should Do
Don’t abandon AI. Use it, but use it well. The technology offers legitimate value for data analysis, research, ideation, and productivity. But deployment must be strategic and behind the curtain.
Distinguish between internal AI use and customer-facing AI deployment. Using AI to analyze customer data and identify patterns? That’s smart. Using AI to generate customer communications? That’s dangerous. The former enhances human decision-making. The latter replaces human connection.
When AI does touch customer interactions, be transparent. Don’t try to make AI-generated content indistinguishable from human communication. Acknowledge the tool’s role while demonstrating human oversight. Let prospects know that AI helped research their industry, but a human shaped the insights specifically for their situation. Remember – AI is your intern, not your manager, salesperson, or decision maker. As an intern, it’s great – it has a high IQ, it has 20 degrees, and it has no street smarts whatsoever. Your job is to give it the street smarts.
Most importantly, recognize that generational differences in AI perception aren’t temporary. Gen Z’s skepticism reflects a permanent shift in how buyers evaluate vendor authenticity. Companies that double down on genuine human relationships, transparent processes, and customer-first values will thrive. Those that view AI primarily as a cost-cutting tool will become irrelevant to the generation they’re trying to reach.
The question isn’t whether to use AI. It’s whether you use it in ways that build trust or destroy it. Gen Z’s skepticism provides the answer—and it’s not going away.
About the Author:
Troy Harrison is the Sales Navigator and the author of “Sell Like You Mean It” and “The Pocket Sales Manager.” He helps companies navigate the Elements of Sales on their journey to success. He offers a free 45-minute Sales Strategy Review. To schedule, call 913-645-3603 or e-mail Troy@TroyHarrison.com.
