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Faculty of Management, Adriatic University , Herceg Novi , Montenegro
Faculty of Economics-Study Center Trebinje, University PIM Banja Luka , Banja Luka , Bosnia and Herzegovina
Generation Z (better known as "zoomers") is influencing changes in traditional business models through the creation of innovations fueled by digitization and artificial intelligence. Thanks to a better understanding of digitization, this generation is a step ahead of other generations in the world of changes in the business sense. The subject of research in this paper is the role of generation Z in creating new business models, as well as shaping existing ones. The aim of the research is to prove how generation Z influences the creation of an innovative business environment compared to baby boomers, generation X and millennials. It is important to understand the business strategies that the zoomer generation uses, especially in light of their growing influence over previous generations.
generation Z, innovation, digitization, artificial intelligence, baby boomers, generation X, millennials
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