Generation AI: Why the Future Belongs to the First AI-Native Generation
In a recent special edition of AI Insiders with the AI Marketers Guild, host David Berkowitz sat down with returning guest Matt Britton—CEO of Suzy, best-selling author, and globally recognized AI thought leader—to unpack the seismic shifts unfolding in our society due to artificial intelligence. The discussion centered around Matt’s new book, Generation AI, and its bold premise: Gen Alpha, today’s children aged 0–15, will be the first generation to grow up with artificial intelligence as a fully integrated, ever-present layer of reality.
As Matt puts it: “AI is not just another technological wave—it’s the biggest and fastest-moving disruption we’ve seen in our lifetimes.”
AI: More Disruptive Than the Internet, Mobile, and Social Media Combined
Matt’s career has spanned multiple eras of digital disruption—from the birth of the internet to the rise of social media and the iPhone. But according to him, none compare to the speed and scale of what we’re witnessing with AI.
“Each of the past disruptions—the internet, social, mobile—took years to reach maturity. AI is evolving at a pace where its capacity doubles every 7 months. That’s like jumping from iPhone 1 to iPhone 15 in less than a year.”
The implications for businesses, consumers, and society are vast. Every brand, agency, and organization must now re-evaluate how they operate, compete, and connect with people in this new AI-driven reality.
Generation AI: Understanding the First AI-Native Generation
Matt’s latest book, Generation AI, explores the far-reaching societal impact of Gen Alpha—the first cohort that will never know a world without artificial intelligence. Just as Millennials grew up during the rise of the internet and Gen Z came of age during the mobile revolution, Gen Alpha is entering a world where AI is a constant companion.
From smart assistants to conversational bots and generative content tools, AI is already shaping the way young people learn, communicate, and express themselves. And this is only the beginning.
“For Gen Alpha, talking to AI will feel as natural as talking to a parent or a friend. Their worldview is being shaped in real time by a technology that mimics human thought, emotion, and creativity.”
Four Pillars of Societal Disruption: Education, Work, Parenting, and Healthcare
In the podcast, Matt unpacks how AI is reshaping four foundational pillars of society—and what leaders must understand to stay ahead.
Education
Today’s education system, built on memorization and regurgitation, is becoming obsolete. With AI tools now able to generate answers, solve equations, and even write essays, the value of traditional learning is rapidly eroding.
“The future of education must focus on critical thinking, problem identification, and creativity. Students don’t need to memorize facts—they need to know how to ask better questions and command AI to solve problems.”
Workforce
Matt warns that jobs based on predictable, repetitive tasks are on the brink of extinction. From legal contracts to medical diagnoses, AI is already outperforming humans in many white-collar domains.
“You’ll either need to be deep in an art or deep in a science—creative and strategic, or able to build and deploy the machines themselves. Everything else will be automated.”
Parenting
Perhaps the most provocative insight from Generation AI is how AI will impact family dynamics. With increasingly lifelike conversational agents, children may form emotional bonds with AI that rival those with parents or peers.
“We’re already seeing AI chatbots used for companionship. As they become more human-like, parents will need to step in and teach their children how to safely interact with these new digital beings.”
Healthcare
From robotic surgery to diagnostic AI models, the healthcare industry is undergoing massive transformation. Many routine tasks performed by doctors today could be handled more efficiently—and affordably—by machines in the near future.
For Brands: Adapt or Become Obsolete
Matt pulls no punches: companies that don’t integrate AI into their business models will not survive the next decade. The AI revolution is not just about efficiency—it’s about rethinking your entire value proposition.
“Brands need to stop treating AI as a plug-in feature. It’s a paradigm shift. It affects your product, your customer experience, your marketing, your operations—everything.”
Marketing agencies, consultancies, and research firms are particularly vulnerable. If your business is built on selling human hours, AI is your existential threat.
Matt gives the example of generating a 30-page market research report on bubble gum consumption in Ecuador using a single AI prompt. What once cost tens of thousands of dollars in billable hours can now be done in minutes—by anyone.
The Future of Agencies: From Human Hours to Human Insight
In a world where generative AI can create ads, analyze markets, and optimize campaigns, agencies must move beyond execution and embrace strategic thinking.
“Clients will no longer pay for effort—they’ll pay for impact. Agencies must become masters of AI themselves, using it to deliver better strategy, faster outcomes, and stronger creative.”
In other words, the agency of the future won’t sell time—it will sell transformation.
Future-Proofing Your Career in the AI Age
For marketers, strategists, creatives, and technologists wondering how to stay relevant, Matt’s advice is clear:
Invest in continuous learning – Stay curious. Attend webinars. Read. Experiment with AI tools.
Focus on what can’t be automated – Build skills in problem-solving, storytelling, leadership, and critical thinking.
Learn to command AI – You don’t have to be an engineer, but you do need to know how to prompt, direct, and deploy AI effectively.
Be the translator – The ability to bridge AI capabilities with real-world business problems will be the most valuable skill of the next decade.
“If you’re not learning how to use AI today, you’re setting yourself up to be disrupted tomorrow.”
Final Thoughts: A Wake-Up Call for Leaders, Parents, and Professionals
Matt’s Generation AI is more than a book—it’s a manifesto for navigating one of the most disruptive moments in human history. It calls on all of us—business leaders, parents, educators, and creators—to recognize the scale of the shift happening right now.
“This isn’t just about AI helping you write emails faster. It’s about the future of humanity. The way we live, work, learn, connect, and raise our children is being rewritten.”
