Influence of AI Personalisation on Gen Z's Behaviour

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This research investigates the subtle influence of algorithms on Generation Z, focusing on platform engagement that occurs without user intentions. It delves into how AI shapes behaviours, examining the economic and psychological impacts, particularly on Gen Z's autonomy. Employing a mixed-method approach, the study surveys 52 Gen Z participants in Hungary and conducts qualitative interviews. Findings highlight changing consumer behaviours, such as passive scrolling and impulsive buying from...