Gen Alpha: Britain’s teens turn creators as AI reshapes childhood, Attest report finds

A generation of aspiring computer scientists, a third of 15-16 year-olds use AI to create digital content

Almost half of Gen Alpha teens (46%) use AI as a search engine, while one third are creating content with AI tools
Over half (55%) spend more than three hours a day on their phones, fully immersed in the digital world
Nearly a third (31%) earn over £100 a month, giving them spending power and financial independence before adulthood

A new report from leading consumer insights platform Attest reveals how Gen Alpha teens are coming of age with a level of independence, creativity and financial autonomy that is reshaping how young people interact with brands. The research comes as the UK’s youngest consumer group approaches 16 in 2026.

Dubbed by Attest as the “Autonomous Generation,” UK teens are not simply continuing Gen Z’s consumer habits. They are designing the next phase of the digital age: coding, building and experimenting as much as they consume. Nearly a third (31%) create AI-generated images or videos, or even develop websites and apps. STEM subjects are the top career choices (computer science and engineering), with 67% planning to enter higher education. In addition, almost half of Gen Alpha (46%) use AI as a search engine.

The study of 1,000 UK parents of 15–16-year-olds, uncovered their digital creativity is mirrored in their leisure time. Gaming is now their most dominant medium, with 39% spending three or more hours a day in immersive play, outpacing TV (30%) and music or podcasts (28%). With many teens juggling five or more devices, including smartphones (93%) and games consoles (75%), Gen Alpha can move seamlessly between gaming, streaming, social platforms, and creative tools.

Autonomy extends to their finances. Almost all (94%) have savings, with 51% holding over £1,000 and 11% more than £10,000, including funds in trust. Half already use debit cards, and many track spending via banking apps. The report uncovers that Gen Alpha is exerting significant spending power already, with 41% buying fast food or takeaways once or multiple times a week, and 38% making in-game purchases, downloading apps, or buying digital content multiple times per month.

This generation is also socially conscious. According to parents, 83% of teens show interest in social issues, including environmental concerns, animal rights, and global conflict. According to Attest, these values, alongside their independent mindset, digital creativity, and spending power, shape expectations for how brands must engage: authentically, interactively, and in ways that allow them to participate and co-create.

Todd Latham, CEO of Attest, explains the major implications for brands and marketers: “Gen Alpha is rewriting the rules of how young people engage with culture and commerce. They don’t want to just watch or buy, they want to shape, remix and personalise every experience. Brands that invite them into the process, integrating interactive experiences, gamified campaigns, and co-created content, rather than broadcasting at them, will be the ones who build long-term relevance as this generation’s influence and spending power grows.”

The report can be viewed here: https://www.askattest.com/our-research/us-gen-alpha-report