Millennials are becoming increasingly receptive to brands' use of artificial intelligence (AI) to personalise and better target their digital advertising efforts.

According to research carried out by Rocket Fuel for its Consumer Perceptions of AI Survey, 80 per cent of 25 to 34-year-olds understand why brands want to be able to target them with personalised ads and offers.

AI algorithms are vital for brands to be able to do this, drawing on data based on consumers' online activities to generate the information needed to help them target their ads - something that 62 per cent of millennials admit to seeing the value in.

In addition, more than two-thirds (69 per cent) of Generation Y members believe that AI has become part of everyday life, while 81 per cent think it is an 'exciting development' in the future of technology. Some 61 per cent of respondents said they are aware of AI regularly being used in advertising and marketing.

Mailee Creacy, country manager at Rocket Fuel for Australia and New Zealand, commented: "Being able to engage with millennials in a personalised way is the next frontier as brands seek to maintain and increase relevancy in the digital age."