Gen Z wants personalised experiences but not at the expense of agency

Singapore’s Gen Z wants digital experiences that reflect their interests, but they are increasingly wary of technology deciding what those interests should be.

New research commissioned by Pinterest found that 86% of Gen Z in Singapore want space to explore their own tastes free from outside influence, while 81% want platforms to help them discover their personal tastes rather than simply show them what is popular.

The findings point to a growing tension for brands and platforms as personalisation becomes increasingly central to digital experiences: consumers may want technology to understand them, but not define them.

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The "Pinterest positive internet corner" study, conducted among 1,009 Singapore residents aged 18 to 29, found that 73% of respondents said it is harder to tell what they actually like from what a feed tells them they should like.

While 84% said their current online experiences already reflect their interests, the findings suggest that relevance alone may not be enough. For Gen Z, the value of personalisation lies in helping them discover and develop their own tastes, rather than reinforcing what algorithms already know about them.

This could have implications for how brands approach recommendation-led experiences, particularly as platforms increasingly use data and AI to determine what consumers see.

From scrolling to doing

The research also points to a shift in how Gen Z uses digital platforms, with online discovery increasingly feeding into offline behaviour.

More than half, or 57%, said they often save or bookmark ideas to revisit later. Pinterest said this reflects a more intentional approach to discovery, with users collecting inspiration that can inform real-world decisions and experiences.

The trend is also reflected in Pinterest search behaviour. Searches for “pottery painting ideas” among Gen Z in Singapore rose 190% year-on-year, according to the platform.

For marketers, this suggests that the consumer journey does not necessarily end with an impression, click or scroll. Digital inspiration can also act as a springboard for physical experiences, purchases and activities.

This creates an opportunity for brands to think beyond engagement and consider how their digital touchpoints can help consumers move from discovery to action.

AI, but on Gen Z's terms

The same desire for agency extends to AI. Rather than rejecting the technology, Singapore’s Gen Z appears to be drawing clearer boundaries around how it wants AI to fit into everyday life.

The top uses of AI among respondents were learning new ideas at 46%, content or idea recommendations at 43%, and planning at 43%. These were followed by more practical, productivity-oriented applications rather than emotionally driven ones.

Only 18% considered AI suitable for emotional reassurance, while 21% viewed it as appropriate for advice on personal matters.

Respondents also identified points at which AI becomes too intrusive. Some 44% said AI feels too involved when it remembers sensitive information, while 43% said the same when it replaces real human interaction.

The findings suggest that for brands, the opportunity around AI may not simply be to make interactions more personal. It may be to give consumers greater control over how much personalisation and automation they actually want.

“We’re clearly seeing Gen Z in Singapore use technology with real intention. They’re not just scrolling — they’re seeking inspiration, planning what’s next and turning ideas into reality. What’s especially striking is how thoughtfully they approach AI, they’re open to its benefits while setting clear boundaries for their wellbeing,” said Damian Kim, vice president, Asia Pacific, Pinterest.

“At Pinterest, we’re committed to being a positive, intentional space that supports this behaviour because we believe the best thing you can find online is a reason to go offline,” he added.

The study was unveiled at Pinterest’s Positive Internet Corner launch event in Singapore on 28 August, which brought together government, youth and wellbeing representatives to discuss digital wellbeing and how young people navigate emerging technologies.

The findings come as Pinterest continues to position itself as a platform that moves users from digital inspiration to real-world action.

In Australia, the platform recently transformed its Sydney headquarters into a wedding venue, hosting a real wedding to bring its "2026 wedding trends report" to life. The activation highlighted Pinterest’s prediction around “unexpected venues”, with the platform pointing to growing interest in non-traditional wedding locations.

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