Victorino, Guilherme Hidalgo Barata MartinsFerreira, Catarina dos Santos2025-11-142025-11-142025-10-30http://hdl.handle.net/10362/190733Dissertation presented as the partial requirement for obtaining a Master's degree in Data Science and Advanced Analytics, specialization in Data ScienceThe use of AI tools is becoming more prevalent in day-to-day life, affecting the way people process information, especially in younger generations, a demographic increasingly familiar with digital technologies. This research explores the role of AI-assisted brainstorming in influencing human brainstorming, especially on solo versus group settings. Using a surveybased approach, participants’ perceptions of AI’s impact are investigated on key variables such as idea quality, social presence, perceives humanness and evaluation apprehension. With a basis on creative collaboration and cognitive processes, it is examined how AI tools, such as ChatGPT, shape the brainstorming process of Generation Z (born between mid-1990s to early 2010s). The findings show that AI can effectively mediate the ideation process in both solo and collaborative settings, with no significant difference in idea quality between the two formats. Participants showed a slight preference for solo AI-assisted sessions, which may be attributed to the reduction of evaluation apprehension, fostering a psychologically safe space for idea generation. Although AI was perceived as polite and responsive, its perceived humanness was moderate, reflecting participants’ awareness of AI’s limitations. Additionally, the results suggest that individual AI-assisted brainstorming may outperform group-based approaches, challenging traditional views on collaborative ideation.engAI-assisted brainstormingIdea QualitySocial PresencePerceived HumannessEvaluation ApprehensionSolo brainstormingGeneration ZSDG 4 - Quality educationSDG 8 - Decent work and economic growthSDG 9 - Industry, innovation and infrastructureSDG 17 - Partnerships for the goalsmaster thesis204071739