Beyond AI-powered shopping: Can Gen Z apply generative AI for business decision?

Abstract

This study explores the role of generative AI (GenAI) in business decision-making among Generation Z (Gen Z), transitioning from AI-driven consumer behaviours to strategic professional applications. While Gen Z is highly proficient in using AI for personalized recommendations in consumer settings, their ability to critically engage with AI for complex decision-making in workplace environments remains a challenge. Through an experimental study, this research evaluates how Gen Z interacts with AI tools when selecting enterprise software solutions. Findings indicate that Full-Process Assistance approaches yield the most effective results, whereas Identification and Comparison approaches exhibit gaps in justification and iterative refinement. Additionally, AI's evaluation mechanisms sometimes misclassify decision success, highlighting the need for structured AI literacy programs and enhanced AI assessment frameworks. The study underscores the necessity of integrating AI literacy into educational curricula and refining AI tools to support Gen Z professionals in making informed, strategic business decisions. Future research should focus on AI-human hybrid decision models to ensure AI serves as a collaborative tool rather than an unquestioned authority in professional environments.