Abstract:

This exploratory study investigates the perceived utility of generative AI in strategic analysis among engineering students, focusing on a cohort from the Universitat Politècnica de València. In November 2023, 27 students from the strategic management course within the Industrial Organization Engineering program engaged with GPT-3.5 AI to tackle a case study. This study involved strategic analysis concerning activity fields, competitive scopes, and directions for business development and restructuring. The participant group consisted of 16 men and 11 women, providing a diverse gender perspective.

The research aimed to understand students' views on the reliability and adequacy of the AI-generated information and their stance on AI as a support tool in strategic analysis. The survey addressed specific concerns regarding generative AI, including the potential for error that could compromise information quality, the impartiality of AI in information delivery, susceptibility to manipulation for biased or false information, and the necessity of AI proficiency for future employability.

Findings indicate gender-based differences in perceptions, with insightful nuances on the trustworthiness and impartiality of AI-generated content. Despite acknowledging the potential for errors and manipulation, students recognized the importance of AI literacy in maintaining employability in a technologically advancing job market.

The study's outcomes are promising, revealing generative AI's role as a supportive tool in strategic business analysis. It also highlights the critical need for education in AI utilization and ethics. These results provide a useful guide for academics and pave the way for future research on integrating generative AI in educational settings and beyond. The findings contribute to a broader understanding of generative AI's place in strategic planning and the necessary competencies for the emerging workforce.

Keywords:

Generative AI, Strategic Analysis, Industrial Organization Engineering, AI Literacy, Gender-based Perceptions.