Generative AI and the Transformation of Information Behaviour in the V4 Countries, Germany and the United States

Abstract

Artificial intelligence brings about a change in user behaviour. This is also true in the context of searching for information related to marketing and media content. The main objective of this paper is to compare the V4 countries, Germany and the United States in terms of the time efficiency of artificial intelligence in searching for information. The study includes an online questionnaire and a sample of 979 respondents. The results define the overall perception of AI as positive, but there are significant cultural differences. Respondents from the United States reported the highest level of acceptance, followed by the V4 countries, while Germany shows a greater degree of caution. The findings confirm that frequency of use is closely related to perceived usefulness and that the acceptance of AI is influenced by technological sophistication, cultural context and media orientation. Generative AI is thus becoming a tool and part of media orientation, shaping the way societies approach information and its interpretation.

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