Резюме

This study explores business students' perceptions of generative AI (GenAI) as a co-creator in business model innovation workshops. A mixed-methods approach combined quantitative survey data with thematic analysis of qualitative responses from undergraduate students at the University of National and World Economy in Sofia, Bulgaria. The workshop integrated Business Model Innovation Pattern Cards with GenAI tools like ChatGPT for brainstorming and refinement. Results showed 54% of students found AI “essential” in generating ideas, while 46% considered it “helpful but not critical”. Notably, 82% of participants rated AI as significantly improving idea quality, and 100% supported future AI integration in workshops. Thematic analysis revealed four themes: positive AI experience, enhanced idea generation, challenges with prompt clarity and output quality, and suggestions for improvement. The findings suggest students perceive GenAI as a valuable co-creative partner, augmenting ideation when combined with human judgment. However, effective integration requires structured approaches, prompt literacy instruction, and pedagogical designs balancing AI's capabilities with human evaluation. The study contributes to research on AI-enhanced entrepreneurship education, highlighting opportunities and challenges in leveraging GenAI for collaborative innovation.

JEL: I23; O31; O33; L26