Rethinking the road ahead – generation Z’s perspectives on AI-based mobility services

Abstract

Empirical studies project that autonomous vehicles (AVs) with SAE Levels 4/5 will become widely available for passenger transport by the early 2030s. However, consumer expectations and perceived risks related to this technology remain insufficiently understood. This study addresses this gap by exploring how Generation Z – arguably the most receptive segment to Industry 4.0 innovations – perceives highly automated vehicles. Focus group interviews (n_discussions = 5, n_subject = 25) were conducted and analysed following the three-stage Grounded Theory method developed by Corbin – Strauss (1990). The resulting conceptual model – TRACE (Technology-related Repertoires of Attitudes, Control, and Engagement) – identifies critical yet under-researched factors such as alternative vehicle usage patterns, AI-scepticism, and shifting human–machine (AI) interdependence that may significantly shape AV acceptance. This research offers a theoretical contribution to the field of human–technology interaction and practical insights for stakeholders aiming to accelerate the socially responsible diffusion of AVs.