The Invisible Mentor: Generation Z’s Hidden Use of Gen Ai in Learning Processes
DOI:
https://doi.org/10.15170/MM.2026.60.03.06Keywords:
generative AI, higher education, Generation Z, shadow learning, digital skills developmentAbstract
THE AIM OF THE PAPER
The emergence of generative artificial intelligence (GenAI) has triggered substantial changes in higher education. Although the integration of this technology is increasingly widespread, there remains considerable uncertainty about how transparently students disclose or cite GenAI use, which contributes to the phenomenon commonly referred to as “shadow learning”. This study investigates the contradiction between Generation Z students’ GenAI usage patterns and their disclosure (citation) practices, and it examines factors associated with concealment.
METHODOLOGY
We conducted an online questionnaire study combining quantitative and qualitative items (N = 363; 99.7% Generation Z). Data were analyzed using descriptive statistics, chi-square tests, and thematic content analysis. The sample was collected via snowball sampling; it is non representative, Budapest-based, and male-skewed, therefore results should be interpreted as sample-specific rather than population-level estimates.
MOST IMPORTANT RESULTS
Overall, 87.4% of respondents reported using AI tools regularly (daily or weekly), primarily for learning and research (227 mentions). In parallel, disclosure practices indicate a substantial lack of transparency: 41.0% reported that they rarely or never indicate GenAI use, and an additional 31.1% do so only when required by external rules. Conceptual uncertainty was significantly associated with concealment (chi-square test: p=.011). In contrast, usage intensity was not associated with transparency; daily users omitted disclosure at a similar rate to less frequent users.
RECOMMENDATIONS
Practical recommendations are derived directly from the study’s hypotheses. (H1) Because usage intensity was not related to transparency, disclosure expectations should not be tied to frequency of use; instead, institutions may adopt a consistent cross-course disclosure protocol (e.g., a brief AIuse statement attached to submissions). (H2) Given the significant association between definitional uncertainty and concealment, institutions should provide an operational definition of disclosable GenAI use (e.g., text generation, paraphrasing, ideation, translation), supported by brief examples and boundary cases. (H3) As GenAI is used primarily for process support (learning, explanation, research), transparency can be strengthened by assessment and documentation elements that make the learning process visible (e.g., optional prompt/interaction logs, short reflective add-ons, or brief oral defenses), enabling legitimate learning support without compromising academic integrity.
References
Acar, O. A., Gai, P. J., Tu, Y., & Hou, J. (2025). Research: The hidden penalty of using AI at work. Harvard Business Review 2025-08.01. . https://hbr.org/2025/08/research-the-hidden-penalty-of-using-ai-at-work (letöltés ideje: 2025. 11. 19.)
Aelterman, N., Vansteenkiste, M., & Haerens, L. (2019). Correlates of students’ internalization and defiance of classroom rules: A self determination theory perspective. British Journal of Educational Psychology, 89(1), 22–40. https://doi.org/10.1111/bjep.12213
Alam, M. B. (Ed.). (2024). Shadow education in Asia: Policies and practices. IGI Global. https://doi.org/10.4018/979-8-3693-2952-8
Alshammari, S. H., Alrashidi, M. E., Alshammari, M. H., Alshammari, A. E. A., & Alkhwaldi, A. F. (2025). Determinants of student adoption of artificial intelligence applications in higher education. Scientific Reports, 15(1). https://doi.org/10.1038/s41598-025-19851-5
Avsheniuk, N., Seminikhyna, N., Ruban, L., & Sviatiuk, Y. (2025). Exploring overreliance on AI tools in English for specific purposes courses: Challenges and implications for learning and academic integrity. Arab World English Journal, 16(Special Issue), 3–20. https://doi.org/10.24093/awej/AI.1
Bearman, M., Tai, J., Dawson, P., Boud, D., & Ajjawi, R. (2024). Developing evaluative judgement for a time of generative artificial intelligence. Assessment & Evaluation in Higher Education, 49(6), 893–905. https://doi.org/10.1080/02602938.2024.2335321
Bogdány, E., & Obermayer, N. (2025). A digitális intelligencia fejlődésorientált szemléletű megközelítése gazdaságtudományi hallgatók szemszögéből. Marketing & Menedzsment, 59(Különszám 1), 18–27. https://doi.org/10.15170/MM.2025.59.KSZ.01.02
Campbell Academic Technology Services (2025). AI in Higher Education: A Meta Summary of Recent Surveys of Students and Faculty. https://sites.campbell.edu/academictechnology/2025/03/06/ai-in-higher-education-a-summary-of-recentsurveys-of-students-and-faculty/ (letöltés ideje: 2025. 11. 19.)
Cidade, D. F., Bissani, M., & Oliveira, M. (2022). The relationship between remote work, knowledge sharing and knowledge hiding. In: P. Centobelli & R. Cerchione (eds.), Proceedings of the 23rd European Conference on Knowledge Management (Vol. 1) (pp. 226–235.). https://doi.org/10.34190/eckm.23.1.519
Czető, K. (2019). Az iskolához való viszony fogalmi értelmezéseinek összehasonlító vizsgálata: iskolai attitűd, jóllét és elköteleződés. Iskolakultúra, 29(10), 17–34. https://doi.org/10.14232/ISKKULT.2019.10.17
Developing Strategic AI Leadership in Higher Education (2025). https://www.elsevier.com/academic-and-government/developing-ai-leadership-in-higher-education (letöltés ideje: 2025. 11. 21.)
Domenech, N. V., Villavicencio, W. R., Giraldo De López, M., & Carrasquero Ferrer, S. J. (2025). The ethics in the challenge of implementing AI within the educational field. Mem. Conf. Iberoam. Complejidad, Inform. Cibern., CICIC, 2025 March, 141–149. https://doi.org/10.54808/CICIC2025.01.141
Domingo, A. (2025). Investigating the influence of AI-driven tools in ESL students’ experience of AI-induced impostor syndrome and academic confidence. Asian Journal of English Language Studies, 13(1), 98–125. https://doi.org/10.59960/13.1.a5
Donvito, N. (2025). Anomie and Mental Health in College Students. Lehigh Preserve (Eckardt Scholars). https://preserve.lehigh.edu/lehigh-scholarship/undergraduate-publications/eckardt-scholars/anomie-mental-health-college (letöltés ideje: 2026. 05. 19.)
Duan, X., Pei, B., Ambrose, G. A., Hershkovitz, A., Cheng, Y., & Wang, C. (2024). Towards transparent and trustworthy prediction of student learning achievement by including instructors as co-designers: A case study. Education and Information Technologies, 29(3), 3075–3096. https://doi.org/10.1007/s10639-023-11954-8
Freeman, J. (2024). New HEPI Policy Note finds more than half of students have used generative AI for help on assessments – but only 5% likely to be using AI to cheat. HEPI. https://www.hepi.ac.uk/2024/02/01/new-hepi-policy-notefinds-more-than-half-of-students-have-usedgenerative-ai-for-help-on-assessments-but-only-5-likely-to-be-using-ai-to-cheat/ (letöltés ideje: 2025. 11. 21.)
Goyal, S., Chauhan, S., & Motiwalla, L. (2025). Examining business students’ intentions to misuse ChatGPT through the lens of deterrence and neutralisation theories. Behaviour & Information Technology, 45(4), 660–679. https://doi.org/10.1080/0144929X.2025.2525307
Grigoryeva, M. S. (2018). Adolescent concealment: Causes and consequences (PhD dissertation). University of Washington, Department of Sociology. https://digital.lib.washington.edu/researchworks/items/2b0b15e7-42cc-4cc0-a83ccc9fc65c1188 (letöltés ideje: 2025. 11. 19.)
Gyonyoru, K. I. K., & Katona, J. (2025). Comprehensive overview of the concept and applications of AI-based adaptive learning. Acta Polytechnica Hungarica, 22(3), 167–186. https://doi.org/10.12700/APH.22.3.2025.3.9
Győri, J. G., & Bray, M. (2021). Learning from each other: Expanding and deepening international research on shadow education. Hungarian Educational Research Journal, 11(2), 79–88. https://doi.org/10.1556/063.2021.00060
Hasan, M. K. (2025). How AI quietly undermines the joy and effort of learning: A call for rebalancing education in the digital age. Annals of Medicine and Surgery 87(8), 4693–4694. https://dx.doi.org/10.1097/MS9.0000000000003456
Kelly, B. R. (2024). Survey: 86% of students already use AI in their studies. Campus Technology. https://campustechnology.com/Articles/2024/08/28/Survey-86-of-Students-Already-Use-AI-in-Their-Studies.aspx (letöltés ideje: 2025. 11. 19.)
Kim, Y., Xu, X., McDuff, D., Breazeal, C., & Park, H. W. (2024). Health-LLM: Large language models for health prediction via wearable sensor data. In: Proceedings of the Fifth Conference on Health, Inference, and Learning (Proceedings of Machine Learning Research, Vol. 248, pp. 522– 539). DOI: 10.48550/arXiv.2401.06866
Kochmar, E., Vu, D. D., Belfer, R., Gupta, V., Serban, I. V., & Pineau, J. (2020). Automated personalized feedback improves learning gains in an intelligent tutoring system. In: I. I. Bittencourt, M. Cukurova, K. Muldner, R. Luckin, & E. Millán (eds.), Artificial Intelligence in Education (pp. 140–146). Springer International Publishing. https://doi.org/10.1007/978-3-030-52240-7_26
Lee, J. C., Quadlin, N., & Ambriz, D. (2023). Shadow education, pandemic style: Social class, race, and supplemental education during Covid–19. Research in Social Stratification and Mobility, 83, 100755. https://doi.org/10.1016/j.rssm.2022.100755
Leong, W. Y., & Zhang, J. B. (2025). Ethical design of AI for education and learning systems. ASM Science Journal, 20(1), 1–9. https://doi.org/10.32802/ASMSCJ.2025.1917
Lünich, M., & Keller, B. (2024). Explainable artificial intelligence for academic performance prediction. An experimental study on the impact of accuracy and simplicity of decision trees on causability and fairness perceptions. ACM Conference on Fairness, Accountability, and Transparency (FAccT), 1031–1042. https://doi.org/10.1145/3630106.3658953
Makhija, R., Aggarwal, S., & Jain, S. (2025). Hybrid learning, artificial intelligence, and Indian indigenized values. In: M. Kgari-Masondo (ed.), Indigenous Teaching Disciplines and Perspectives for Higher Education (pp. 267–284). IGI Global Scientific Publishing. https://doi.org/10.4018/979-8-3693-9296-6.ch013
Manohara, H. T., Gummadi, A., Santosh, K., Vaitheeshwari, S., Mary, S. S. C., & Bala, B. K. (2024). Human centric explainable AI for personalized educational chatbots. International Conference on Advanced Computing and Communication Systems (ICACCS), 328–334. https://doi.org/10.1109/ICACCS60874.2024.10716907
Marín, Y. R., Caro, O. C., Rituay, A. M. C., Llanos, K. A. G., Perez, D. T., Bardales, E. S., Tuesta, J. N. A., & Santos, R. C. (2025). Ethical challenges associated with the use of artificial intelligence in university education. Journal of Academic Ethics, 23(4), 2443–2467. https://doi.org/10.1007/s10805-025-09660-w
McCoy, S., & Byrne, D. (2024). Shadow education uptake in Ireland: Inequalities and wellbeing in a high-stakes context. British Journal of Educational Studies, 72(6), 693–719. https://doi.org/10.1080/00071005.2024.2331476
Milosz, M., Plechawska-Wójcik, M., & Dzieńkowski, M. (2024). Testing the quality of the mobile application interface using various methods – A case study of the T1DCoach application. Applied Sciences, 14(15), 6583. https://doi.org/10.3390/app14156583
Nagy, P., Nagy-Tóth, B., Bittner, B., & Nagy, A. Sz. (2025). From learning to earning: Comparative insights into Hungarian Gen Z students’ use of generative AI in academic and business contexts (2023–2025). Issues in Information Systems, 26(2), 466–488. https://doi.org/10.48009/2_iis_135
Rajki, Z., T. Nagy, J., & Dringó-Horváth, I. (2024). A mesterséges intelligencia a felsőoktatásban: Hallgatói hozzáférés, attitűd és felhasználási gyakorlat. Iskolakultúra, 34(7), 3–22. https://doi.org/10.14232/iskkult.2024.7.3
Sankar, V., Atkinson, T. M., & Sukhera, J. (2025). Exploring self-censorship and self-disclosure among clinical medical students with minoritized identities. Perspectives on Medical Education, 14(1), 107–117. https://doi.org/10.5334/pme.1661
Schuster, J. R. (1972). Anomie, aspirations, and delinquency: Implications for education (Doctoral dissertation). University of New Mexico. https://digitalrepository.unm.edu/educ_teelp_etds/284/
Sholeh, M. I. (2025). Educational transformation through artificial intelligence: Implementation of AI tools in the teaching and learning process. In: V. P. H. Pham, A. Lian, A. Lian, & S. R. Barros (eds.), Implementing AI Tools for Language Teaching and Learning (pp. 25–40). IGI Global. https://doi.org/10.4018/979-8-3693-7260-9.ch002
Simmhan, Y., & Kulkarni, V. (2025). Towards AI agents for course instruction in higher education: Early experiences from the field (No. ar-Xiv:2510.20255; Version 1). arXiv. https://doi.org/10.48550/arXiv.2510.20255
Way, S. M. (2011). School Discipline and Disruptive Classroom Behavior: The Moderating Effects of Student Perceptions. The Sociological Quarterly, 52(3), 346–375. https://doi.org/10.1111/j.1533-8525.2011.01210.x
Wu, Y., Nagy, A., Rajnai, Z., & Fregan, B. (2025). Advancing digital education: Technologies, opportunities, challenges, and future directions. Acta Polytechnica Hungarica, 22, 365–380. https://doi.org/10.12700/aph.22.12.2025.12.23
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2026 The Hungarian Journal of Marketing and Management

This work is licensed under a Creative Commons Attribution-NoDerivatives 4.0 International License.