Understanding how younger consumers use technology is critical for those developing e-commerce and digital communication projects. This awareness serves as the foundation for "AI Through Gen Z Eyes", a research study conducted by FiloBlu Lens Observatory, an Italian digital company that combines technology, design, and marketing to accelerate the growth of online businesses, in collaboration with NABA, the Nuova Accademia di Belle Arti. The survey, conducted between April and June 2026 on a sample of over 300 university students aged 18 to 26, both Italian and international, examines Generation Z's perceptions, expectations, and use of AI, with a particular emphasis on online shopping, communication, and the relationship between technology and brands. The most noteworthy finding from the study is on the shopping experience. According to 39% of those polled, AI does not help them identify products faster, which is higher than the 36% who see a genuine benefit. When AI moves from research to purchasing recommendations, confidence suffers even more: only 26% of the sample believes the advice they receive are reliable, while 41% think they are generic and unrelated to their interests. It's not surprising, then, that when a question arises or guidance is required, Gen Z turns to a human: 72% of students prefer to contact a real person when they have problems while purchasing online, even after using AI tools in the research phase. The picture that emerges is not one of a rejection of technology—also because they are the first digitally native generation—but of a conditional and selective trust, which is established through the daily and conscious use of AI tools.