Abstract
ChatGPT stands as a symbol of AI innovation, transforming emerging markets with its unmatched efficiency, driven by electronic word-of-mouth (eWOM). This research examines the influence of eWOM on Generation Z's brand recognition and trust in ChatGPT, focusing on brand awareness, familiarity, and their intention to use ChatGPT. Using structural equation modelling on data from 150 individuals aged 18 to 24, the analysis confirmed positive and significant relationships within the model. Trust emerged as the most influential factor in adoption, underscoring its importance for Generation Z, who value authenticity and transparency. The findings provide insights into effective digital marketing strategies for engaging this demographic.