Transforming Business with Artificial Intelligence: Gender Dynamics and Future Employment Opportunities

The application of Artificial Intelligence (AI) in the contemporary world has changed the dynamics of how businesses are run in the digital age by bringing new opportunities and, at the same time, disrupting the established methods. This study is aimed at evaluating the perception of the students on whether the use of AI is transforming how businesses are conducted in the digital era. The questionnaire was used to collect data and consisted of 219 respondents in seven universities in Albania and Kosovo and was analyzed using linear regression. The results indicate that factors such as gender structure and concerns about privacy and security of personal data related to the use of AI do not have a statistically significant impact on business transformation. On the other hand, the use of AI is identified as a factor with a significant impact on creating new employment opportunities, while AI's role in deepening social and economic inequalities has a statistically significant effect on business transformation. Based on a new and original mentality, the research is a new and original interpretation of the dynamics of AI application in changing the business management processes.