Marketers Shift to Pinterest, YouTube for Gen Z Shoppers

Top marketers are shifting their platform priorities to target Gen Z and Gen Alpha shoppers, leaning on Pinterest, YouTube, and AI tools to reach audiences across an increasingly fragmented digital landscape, according to a survey of chief marketing officers.

The survey, which asked some of the most innovative CMOs about their strategies, shows a clear pivot away from traditional social media toward visual discovery and video platforms. Pinterest (PINS) and Alphabet's YouTube (GOOGL) are among the platforms drawing increased ad budgets as marketers chase younger demographics.

Digital lives are fragmenting across more platforms and formats, the CMOs said. Consumers spread their attention across short-form video, long-form content, image-based discovery, and messaging apps. Marketers are racing to keep pace, reallocating spend from legacy channels to those where Gen Z and Gen Alpha spend the most time.

AI tools are playing a growing role in personalization and ad targeting, the survey found. Marketers are using machine learning to tailor creative and optimize placement across platforms, reducing waste in a crowded media environment.

The CMOs said they expect the shift to continue as younger consumers adopt new platforms and formats. The fragmentation shows no sign of slowing, they added.