Volume 2 - Issue 1, January - February 2026

Artificial intelligence (AI) has grown to be a powerful force in contemporary society, impacting people's decisionmaking, communication, and learning processes. Chatbots, recommendation engines, virtual assistants, and tailored digital services are just a few of the AI-based apps that Gen Z is heavily exposed to because they are digital natives. With a focus on social behaviour, mental health, professional choices, and consumer decision-making from a marketing standpoint, this study aims to investigate how artificial intelligence affects Gen Z. The study relies on both primary and secondary data. Primary data are collected through a structured questionnaire distributed via Google Forms among 100 Gen Z respondents from urban and semi-urban areas. Secondary data are obtained from books, journals, research articles, and online sources related to artificial intelligence and youth behaviour. Data analysis and interpretation are carried out using statistical tools such as simple percentage analysis and ranking methods. The study’s conclusions show that Gen Z’s preferences, engagement styles, and purchasing habits are significantly influenced by artificial intelligence. Concerns about data privacy, the moral application of AI, and an excessive reliance on technology are also noted. The study comes to the conclusion that, even while AI gives marketers a lot of chances to develop interactive and tailored experiences, using AI responsibly and openly is crucial to fostering long-term connections and trust with Gen Z consumers.

Dr.Sheeba U, Sanjaykumar S,"Impact of Artificial Intelligence Towards Gen Z" International Journal of Advanced Multidisciplinary Research and Educational Development, V2(1): Page(1235-1242) Jan-Feb 2026. ISSN: 3107-6513. www.ijamred.com. Published by Scientific and Academic Research Publishing.