OIDA International Journal of Sustainable Development
Open-access peer-reviewed journal
https://doi.org/10.64211/oidaijsd190917
Assessment of Generation Z Customer Experience Preferences and Perceptions of Artificial Intelligence for improving Financial Services Experience in the Context of the Georgian MarketNana Akhobadze 1*, Natia Jibladze 2, Nino Jgamadze 3
1 The University of Georgia, Tbilisi, Georgia.
2 Georgian National University, Tbilisi, Georgia.
3 The University of Georgia, Tbilisi, Georgia.
* Corresponding authour:nan.akhobadze@gmail.com
Volume 19, Issue 09, Pg. 279-298, 2026.
Abstract: Over the past decade, the global economy has increasingly shifted from a production and service-based model toward an experience driven economy, in which customer perception, emotional engagement and the quality of interactions play a decisive role in organizational competitiveness. At the same time, the rapid development of digital technologies and social platforms has significantly increased customers’ influence over brand image and corporate reputation. In this context, Customer Experience (CX) has become a strategic priority for organizations seeking sustainable growth and differentiation. As products and services become more standardized and easier to replicate, competitive advantage increasingly depends on the ability of firms to design and manage meaningful, consistent, and customer-cantered experiences.
This paper examines Generation Z’s (Gen Z) preferences in customer experience and evaluates perceptions of Artificial Intelligence (AI) as a tool for improving financial services experience in Georgia. The study is based on the premise that Gen Z, as the first fully digital-native generation, has distinct expectations toward service providers, particularly in terms of speed, simplicity, personalization, authenticity, omnichannel consistency and emotional relevance. However, despite their familiarity with technology, Gen Z consumers also demonstrate heightened sensitivity to trust, security and the preservation of human interaction, especially in the financial services sector.
The paper discusses the importance of CX, the complexity of its management and the specific characteristics of Gen Z as an emerging and influential consumer group. Empirically, the study applies a quantitative research design to investigate the attitudes of Gen Z consumers toward current financial service experiences and the prospective role of AI in Georgia. Data were collected through an online questionnaire distributed via social media and university student networks.
A total of 225 respondents completed the questionnaire. Following the application of the predefined generational eligibility criterion, 184 Generation Z respondents were retained as the final analytic sample (n=184). Under conventional assumptions of a 95% confidence level and a 50% response distribution, this sample size corresponds to an approximate margin of error of ±7.22 percentage points. The survey instrument included four main dimensions: demographic characteristics, satisfaction with existing customer experience in the financial sector, attitudes toward AI integration in customer experience and expectations regarding AI’s impact on six emotional drivers of CX.
The findings reveal that respondents report the highest satisfaction with the simplicity of using financial services, while the lowest evaluations relate to customer understanding, customer knowledge and trust. These results suggest that financial institutions perform relatively well in delivering functional convenience but remain less effective in providing emotionally intelligent and individualized experiences. The study further shows that although a substantial proportion of respondents express a certain degree of trust in existing AI-based tools, security concerns remain significant. In addition, only a limited share of participants believe that AI will definitively improve customer experience, while a considerable number remain uncertain or sceptical. The strongest expectations associated with AI concern improved speed, ease of service use, consistency across channels and better identification of customer needs. By contrast, respondents are less convinced that AI can enhance empathy, emotional understanding, or the human dimensions of service delivery. Notably, most respondents indicate that AI-based virtual assistants are acceptable only when access to a human representative remains available.
The study concludes that a meaningful gap exists between Generation Z’s expectations and the customer experience currently offered in Georgia’s financial sector. Although this generation is open to technological innovation, its acceptance of AI is conditional upon trust, transparency, security, and the continued availability of human touchpoints. Accordingly, AI should be viewed not as a substitute for human interaction, but as a complementary tool that can enhance efficiency, personalization, and responsiveness. The findings offer practical implications for financial institutions seeking to develop more relevant and future-oriented CX strategies for Generation Z.
Keywords: Artificial Intelligence, Customer Experience, Customer Preferences, Financial Services, Generation Z.
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