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The Algorithm Generation: Consumers Shaped by Code, Not Just Culture
MMA Dictionary
25 April 2025
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The Algorithm Generation: Consumers Shaped by Code, Not Just Culture
Introduction: Not Gen Z—It’s the Algorithm Generation
Marketers have long focused on generational cohorts like Gen X, Y, and Z. But in today’s hyper-digital landscape, the real differentiator is no longer age—it’s how deeply consumers are shaped by algorithms.
Welcome to The Algorithm Generation: individuals whose preferences and decisions are actively guided by AI-powered recommendation systems from platforms like YouTube, Netflix, TikTok, and Spotify.
The term was introduced in Decoding AI for Marketers, Episode 17, by Jocelyn Goldfein, former Director of Engineering at Facebook and a prominent tech investor. Goldfein described this generation as one that no longer just consumes content—they expect it to be curated in real time by intelligent systems.
“The Algorithm Generation doesn’t just consume content, they expect content to be curated specifically for them, in real time.” — Jocelyn Goldfein
Hosted by Greg Stuart (CEO, MMA Global) and Rex Briggs (Chief AI Officer, Claritas), the podcast is produced by MMA Global to help marketers navigate the AI age.
Who Are the Algorithm Generation?
🔹 Raised by Recommendations: They grew up trusting AI to decide what they watch, read, and buy.
🔹 Demand Real-Time Personalization: They expect content to feel instantly relevant.
🔹 Prefer Curated Discovery Over Search: They want experiences presented—not hunted.
🔹 Seek Intelligent Experiences, Not Just Brands: It’s not about ads—it’s about smart systems anticipating needs.
What Marketers Must Do:
✅ 1. Build Behavioral Maps: Use data and AI to understand how consumers interact with content and experiences.
✅ 2. Deliver Contextual, Real-Time Personalization: Content must adapt instantly to users’ preferences and context.
✅ 3. Design Learning Campaigns: Go beyond static messaging. Create adaptive experiences that evolve with the user.
✅ 4. Focus on Micro-Moments: Subtle nudges and timely prompts work better than big brand declarations for this audience.
Conclusion: Think Like an Algorithm
The Algorithm Generation doesn’t want to be convinced—they want to be predicted. They don’t want to search—they want to be guided.
Brands that understand and adapt to this shift will move beyond personalization into anticipation-driven marketing.
🔗 Message for marketers: Don’t wait to think. Recommend first.
Serkan Karaman
MMA EMEA Platforms Manager
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