GENERATION Z AND ARTIFICIAL INTELLIGENCE - RESEARCH DIRECTIONS IN MANAGEMENT SCIENCE: A SCIENTOMETRIC ANALYSIS BASED ON SCOPUS
GENERATION Z AND ARTIFICIAL INTELLIGENCE - RESEARCH DIRECTIONS IN MANAGEMENT SCIENCE: A SCIENTOMETRIC ANALYSIS BASED ON SCOPUS

Summary/Abstract: The aim of the article is to identify current and emerging research directions in management science in the area of topics linking artificial intelligence and Generation Z. The article uses scientometric analysis. Publications included in the Scopus database combining the topics of artificial intelligence and Generation Z in the area of management sciences were analysed. VOSviewer software was used for scientometric analysis. The study covered the period from 2018 to 2025 (up to and including 9.04.2025). The most frequent keywords were "social media" and "technology acceptance model". Through a combination of cluster analysis and critical review, five research themes were identified in each cluster: Gen Z's intention to use a technology, influenced by perceived ease of use; Generation Z's trust and satisfaction in the use of AI tools; the impact of using augmented reality, artificial intelligence-enabled chatbots, and social media on the purchasing behaviour of Generation Z; robot implementation during the COVID-19 pandemic, often focusing on comparing customer experiences across Generations X, Y and Z; the adaptation of metaverse and service robots technologies by Generation Z in a virtual reality. The authors also identified emerging research directions. The first of them is the use of psychology theory in understanding Generation Z's attitudes towards AI (in different relationship spheres, e.g. work, school). The second is the study of Generation Z representatives' relationships with other users in a virtual metaverse, understood as a digital space where users can interact with other users.

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