The Impact of Generative AI Technologies on Consumer Decision-making

Artificial Intelligence (AI) is a revolutionary field of technology that can simulate human cognitive processes, including learning, reasoning, and decision-making. The development of AI has evolved significantly, progressing from simple automation algorithms to complex systems capable of generating content, recognizing images, and processing natural language. The objectives of this paper are as follows: to analyze the advantages and disadvantages of Generative AI, evaluate the level of user adaptation to this technology, and identify opportunities for integrating it into the company's activities. In this regard, a qualitative marketing research study was conducted in the form of a focus group, aiming to capture the in-depth opinions and attitudes of AI users and to analyze the general trends in AI adoption within business environments.