52% of Indian Gen Z parents now trust AI for parenting advice, finds GIPSI inSIGHT 2026

New Delhi: More than half of Indian Gen Z parents now rely on artificial intelligence for parenting advice, according to findings from GIPSI inSIGHT 2026, the annual consumer trends and cultural intelligence report released by GIPSI, the HI plus AI insights division of Tonic Worldwide.

The second edition of the report examines shifts in consumer behaviour, attitudes and decision-making across age groups, tracking emerging patterns in wellness, technology use, media consumption and identity. It focuses on underlying behavioural changes that are shaping consumer choices in 2026.

One of the key findings highlights how Gen Z is entering parenthood with different expectations and tools. The report notes that 52% of Indian Gen Z parents already use AI instead of traditional search engines for advice and decision-making, while 28% say they engage with brands to feel part of a community. This marks a departure from viewing Gen Z solely through a youth culture lens.

The report also documents the rise of what it describes as “Artificial Emotion”, driven by growing engagement with AI companions and well-being tools. Content related to AI-generated romantic partners has seen more than 175 million engagements, while 18–25-year-olds account for 36% of users who use AI to monitor or improve their well-being.

Wellness trends are also shifting, with rest and health increasingly treated as performance metrics. Searches related to non-alcoholic beer crossed 25.7 million in 2025, while running-related content on Instagram generated over 551,000 engagements. At the same time, interest in pharmaceutical and supplement-led solutions has risen, with searches for weight-loss drugs such as Tirzepatide increasing sharply year-on-year.

Another theme identified is growing resistance to algorithm-led discovery. Engagement around “bloom scrolling” and content explaining how to reset social media algorithms has increased, alongside a rise in global searches for ad blockers.

The report also points to the growing influence of older women online, describing the emergence of “Queenagers”, women over 45 who are digitally active, intentional in their social media use and influential in purchasing decisions. According to the findings, 50% of this cohort has adopted AI, while many use social platforms to seek inspiration and community rather than passive consumption.

Speaking on the findings of the inSIGHT 2026 report, Anjali Malthankar, Global Strategy Director and GIPSI Co-head, Tonic Worldwide, said, “With GIPSI inSIGHT 2026, we wanted to move beyond surface level trends and decode the deeper shifts shaping consumer behaviour today. From the rise of Artificial Emotion and Gen Z stepping into parenthood, to consumers actively dodging algorithms and redefining wellness, this report reflects how people are reclaiming control, choice and meaning in their lives. Our hope is that these insights help brands re-look, re-discover and re-align with a consumer who is far more intentional, emotional and evolved than ever before.”

Unmisha Bhatt, Co-founder and Chief Strategy Officer at Tonic Worldwide, said, “The second (2026) edition of GIPSI inSIGHT captures the tensions and contradictions brands must navigate. These aren't distant trends; they're immediate realities reshaping how businesses must think about relevance, innovation and growth. Whether it's addressing the rise of Gen Z parents or understanding algorithm resistance, the insights in this report are built to drive real business decisions, from product development to campaign. We're excited to see how brands will respond to these evolving consumer truths and transform them into meaningful market moves.”

The report is based on GIPSI’s HI + AI methodology, which combines human intelligence and artificial intelligence to analyse multiple data points and generate insights using its 360-degree GIPSI model.