AUTHOR=Guerra-Tamez Cristobal Rodolfo , Kraul Flores Keila , Serna-Mendiburu Gabriela Mariah , Chavelas Robles David , Ibarra Cortés Jorge 

TITLE=Decoding Gen Z: AI's influence on brand trust and purchasing behavior

JOURNAL=Frontiers in Artificial Intelligence

VOLUME=7

YEAR=2024

URL=https://www.frontiersin.org/journals/artificial-intelligence/articles/10.3389/frai.2024.1323512

DOI=10.3389/frai.2024.1323512

ISSN=2624-8212

ABSTRACT=<p>This study focuses on the role of AI in shaping Generation Z's consumer behaviors across fashion, technology, beauty, and education sectors. Analyzing responses from 224 participants, our findings reveal that AI exposure, attitude toward AI, and AI accuracy perception significantly enhance brand trust, which in turn positively impacts purchasing decisions. Notably, flow experience acts as a mediator between brand trust and purchasing decisions. These insights underscore the critical role of AI in developing brand trust and influencing purchasing choices among Generation Z, offering valuable implications for marketers in an increasingly digital landscape.</p>