AI and Generation Z: Exploring Perceptions, Attitudes, and Usage Intentions

Abstract

Generation Z refers to the cohort born after 2000, during a time of rapid technological advancement. The contemporary era is recognized for its widespread utilization and familiarity with technologies such as artificial intelligence. While substantial global research on Generation Z exists across various topics, studies examining this generation's perceptions and attitudes towards artificial intelligence within the Indian context are lacking. As India is projected to become the world's third largest digital economy by 2024, understanding Generation Z's views in this critical market is important. To address this gap, primary research was conducted through a survey of 470 respondents in India. Generation Z's attitude towards and intention to use AI were found to be significantly influenced by their perceptions of AI's usefulness and ease of use, trustworthiness, technological innovativeness, and perceived risk, as revealed by path analysis and structural equation modeling (SEM). The study also focused on TAM, ABI, UTAUT, GAAIS, ATTARI-12, and AIAS-4 models in terms of Generation Z's AI use in India.