{
  "id": 10969866,
  "title": "Ford’s Jim Farley says Gen Z needs its own ‘Smokey Bear’ moment for the forest fire of AI paranoia, the jobs apocalypse and the skilled trades",
  "url": "https://urgent.news/2026/09/30/fords-jim-farley-says-gen-z-needs-its-own-smokey-bear-moment-for-the",
  "topic": "ai",
  "section": "AI",
  "published": "2026-09-30T14:45:00.000Z",
  "source": {
    "name": "Fortune",
    "slug": "fortune",
    "url": "https://fortune.com/2026/09/30/gen-z-hiring-ai-paranoia-ford-ad-council-home-depot-wallace-dycom/"
  },
  "original_language": "en",
  "account": "Ford CEO Jim Farley has called for a new campaign to address the growing concerns surrounding artificial intelligence and its impact on the job market, particularly for Gen Z. Truby, Ford’s chief communications officer, likened the need for this campaign to the success of Smokey Bear in promoting forest fire safety. Farley argues that the current job market, especially for recent college graduates, is becoming increasingly uncertain, with AI posing a threat to employment opportunities in highly exposed occupations. The gap in employment among young workers has widened, with recent Stanford research suggesting that AI could be a contributing factor. To combat this, Ford is partnering with the Ad Council, Home Depot, Dycom, and The Wallace Foundation to launch a campaign that aims to change the narrative around skilled trades and showcase the rewarding opportunities available in this sector.",
  "summary": "\"They get a little bit paranoid that AI might replace the job they might go to school for,\" Ford executive Mark Truby told Fortune about his Gen Z sons.",
  "key_points": [],
  "editors_take": null,
  "illustration": null,
  "coverage": {
    "outlets": 1,
    "also_reported_by": []
  },
  "ai_generated": true,
  "disclaimer": "Summaries, key points and the editor’s take are written by software from other outlets’ reporting and may contain errors — always check the linked original."
}