CX teams are under considerable pressure to continually elevate their game, as customers’ expectations change rapidly. Most CX leaders are looking to Millennials and Gen Zers to set the bar, but there’s another generation we must also pay attention to: Generation Alpha.

Gen Alpha refers to those born after 2010, and some may already be working and spending their own money at their own discretion. They are constantly receiving advertisements targeted toward their demographic through their devices. Thus, customer experience leaders would be wise to look at who Gen Alpha is and what they demand in their interactions with brands and businesses.

CX Ignoring or Missing Gen Alpha Will Fall Behind

One thing I have noticed throughout my career is that consumers tend not to change their behaviors over long periods of time. As digital nativists, Gen Alpha members won’t have the same patience or perspective as older generations when it comes to customer experience. They have high expectations for short wait times, diverse payment selections, and a sense of personalization with brick-and-mortar and online shopping.

CX leaders and strategists need to anticipate and plan for what Gen Alpha will want from businesses because if organizations do not meet their expectations, they will switch brands (they have multiple choices) without the same loyalty of generations past.

Personalization and Speed

Gen Alpha is the first group of true digital natives. Some couldn’t yet read but instinctively knew how to swipe through a tablet or command a smart speaker. For them, technology is the environment in which they were born. This immersion means they approach the world with an expectation that digital experiences should be intuitive and efficient.

Algorithms have raised the bar. From Netflix queues that surface exactly the right show to TikTok feeds that adjust within seconds, Gen Alpha is used to having their wants and needs anticipated. They see personalization as the default, not a differentiator. Anything less feels outdated.

For businesses, this creates a profound shift. Gen Alpha expects an ongoing dialogue, one that reflects their behaviors, adapts to their interactions, and evolves alongside their preferences in real time. Static campaigns or one-size-fits-all service models simply won’t resonate. As a result, brands must adopt a CX DNA that prioritizes specificity and responsiveness. That means using data not just to recommend products, but to design experiences that feel personal for each interaction. It requires investing in predictive analytics, AI-driven personalization engines, and customer journey mapping that captures micro-behaviors as well as major milestones.

Attention Span

YouTube, TikTok, Roblox, and Fortnite, to name a few, are how Gen Alpha has learned to process information and thus have an attention span to match. Content and experiences have to be immersive to capture and maintain Gen Alpha’s attention.

Visuals have to be quick, captivating, and interactive. Audio experiences also need to maintain attention with voice actors and music that Gen Alpha has heard online, as they have long since assimilated the consumer experiences they have been exposed to from their offline lives and incorporated them into their online ones.

The Future Is Experience-First

As Gen Alpha grows up, they will push businesses to rethink what great CX really means. For them, smooth and personalized interactions are a standard. And it’s not just about convenience; they’ll want those experiences to reflect their values and the things they care about.

These factors make Gen Alpha both a challenge and an opportunity for growth with CX leaders. Brands that step up to the plate and start preparing for their expectations now will be the loyalty success stories down the road. My advice to brands: lean into personalization, immersion, and authenticity. From there, businesses can ensure they stay relevant in a world that’s increasingly shaped by the next generation.