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All Journal JURNAL PENDIDIKAN TAMBUSAI AL-TANZIM : JURNAL MANAJEMEN PENDIDIKAN ISLAM Jurnal Minfo Polgan (JMP) Mudabbir: Journal Research and Education Studies Journal of Humanities Education Management Accounting and Transportation Adabiyah Islamic Journal Journal of Golden Generation Economic
Lubis, Zultoni
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Religion Humanities Computer Science & IT Economics, Econometrics & Finance Education Library & Information Science Mathematics Physics Social Sciences Transportation Other

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Journal : Adabiyah Islamic Journal

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The Role of Social Media and Artificial Intelligence in Shaping Gen-Z Business Trends Based on Islamic Ethical Values Suci Mayrani, Lola; Ramadhani Saragih, Suci; Indriani Hasibuan, Renita; Aidila Fitri, Najwa; Lubis, Zultoni
Adabiyah Islamic Journal Vol. 3 No. 2 (2025): Adabiyah Islamic Journal
Publisher : Universitas Medan Area

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Abstract

The rapid growth of social media and Artificial Intelligence (AI) has significantly transformed Generation Z (Gen-Z) business practices, particularly in marketing strategies, product innovation, and the formation of digital business trends. This study aims to analyze the role of social media and AI in shaping Gen-Z business trends and to evaluate these practices based on Islamic ethical values. This research employed a qualitative approach with a phenomenological design through in-depth interviews with 12 Gen-Z digital entrepreneurs, supported by digital observation of social media activities and documentation of promotional content and AI usage. The findings reveal that TikTok and Instagram are the most dominant platforms for branding and market interaction through visual communication, storytelling, micro-influencer engagement, and edutainment marketing. In addition, AI plays a major role in accelerating promotional content production, assisting market trend research, improving design and product presentation quality, developing audience-based branding strategies, and reducing digital marketing operational costs. However, the study also identifies ethical challenges such as AI-based visual manipulation of products, overclaim marketing, influencer promotion without advertising transparency, viral-based business trends lacking sustainability, and increasing digital consumerism leading to hedonistic culture. In conclusion, social media and AI create a dynamic and innovative Gen-Z business ecosystem, yet the integration of Islamic ethical values such as honesty, trustworthiness, transparency, and social responsibility is essential to ensure that digital business practices remain sustainable, fair, and aligned with Islamic moral principles
Co-Authors Aidila Fitri, Najwa Ajeng Ningrum, Fadillah Annisa Putri, Siti Balqis, Naifa Suandra Barus, Nurul Meccah Barus, Yenita Anggraini Batubara, Sajida Alvi Dwi Aprillia, Najwa Harahap, Abdul Hafiz Habibi Hasibuan, Arfin Hasibuan, Rahmania Hayati, Nita Hijriani, Amanda Hutabarat, Dea Ananda Pratama Indriani Hasibuan, Renita Kadrespa, Arvila Khairani, Rida Limbong, Aulia Khairuddin Marliana Anggraini, Nur Maulana, Muhammad Zaki Mei Suri, Dian Muhammadi, Faqih Usman Mumtazah, Afifah Afrah Nabila, Mauliza Nabilah, Nai’lah Siti NST, Abisali Nurhalimah Nurhalimah Phassa Farelga, Adetya Piliang, Ummi Fahrizka Pohan, Anggi Annisa Priambodo, Alfian Fauzi Putri, Nur Afrija Rabbani, Achmad Farraj Ramadhani Saragih, Suci Rambe, Nurhalima Ritonga, Alaydrus Albuchori Rochman, Arief Ulin Nur Siregar, Nauval Azmi Suci Mayrani, Lola Tumanggor, Ahmad Kurniawan Wardani, Anggina Rizky Fadla Zalikha, Tania Dava