Influence of ChatGPT and generative AI on continuous learning and skill enhancement in Education 4.0: contextual insights from the higher education of Pakistan

Purpose A gripping keyword emerged in the dynamic world of 2022: Generative Pre-trained Transformer (GPT), or the advent of Generative Artificial Intelligence at its forefront, embodied by the mysterious ChatGPT. This technological marvel had been silently lurking in the background for just over five years, but all of a sudden it emerged onto the scene, capturing the public’s attention and quickly becoming one of the most widely adopted inventions in history. Therefore, this study is conducted in order to explore the influence of generative AI and ChatGPT on the continuous learning and upskilling of students in higher education. Design/methodology/approach This study has been conducted using a quantitative methodological orientation. In this correlational study, a survey questionnaire has been used to collect data from 475 students of different universities at Sindh. The random sampling technique has been used to select the sample from the targeted population, whereas descriptive and inferential statistical analysis was used to analyze data through SPSS version 27.0. Findings The findings of this study reveal that there is a moderate positive relationship between the two variables: generative AI and continuous learning. The value of the correlation coefficient is 0.453, which indicates that the null hypothesis is rejected and the alternative hypothesis is accepted and that generative AI has a positive influence on continuous learning and skill enhancement among students of higher education institutions in Pakistan. Practical implications This study will be helpful and facilitate the educators and policymakers to design the curriculum and policies that encourage students to use generative AI ethically while taking academic integrity into account and also develop their skills. Originality/value This study is a unique study as it explores the influence of generative AI on continuous learning. This is new discourse, which has been examined in the context of higher education institutions in Pakistan.