"We live in a world defined by the rapid pace of technological change" - Jerome Powell. The era of society and industry 5.0 is now accompanied by the development of various industrial sectors, especially the world of work and business that are oriented toward technology utilization. Technology has now also offered an integrated ecosystem that not only brings convenience but also continuous innovation.

Technological advancement now also impacts the acceleration of development in various sectors, from education to business. Internet of Things (IoT) and Artificial Intelligence (AI) are some examples of developmental products brought by technological advancement in the 5.0 era. We can also see, dear UNDIRA colleagues, that these two things provide not only convenience but also retransform our perception and consumption patterns through what is called algorithms.

One way technology and its byproducts redefine today's life landscape is through the use of algorithms. UNDIRA colleagues surely know the importance of algorithms functioning not only to accelerate information dissemination but also in marketing. Therefore, the majority of content, both for personal and business use, is now increasingly adapting to FYP or For Your Page needs.

Referring to this, in the industrial and business world, there is a concept called Global Value Chain (GVC). GVC itself is a reference used in assessing the weight of value; goods, services, and also content - according to value relevance and global market needs, or it can be summarized that GVC is a consumer preference study tactic.

Dear UNDIRA colleagues, we are currently living a life based on big data utilization. In the market intelligence scheme, the utilization of information and analysis of big data concerning consumer satisfaction and preferences along with processing performed by technology - will now greatly impact the value chain of a product or service.

AI utilization enables large-scale data processing to identify preference patterns, consumer behavior, and trends that are gaining widespread attention. When information has been managed, opportunities are formed to take the best steps through data-driven decision making according to market segment needs. Thus, technology and AI integration is not merely a technical instrument, but also part of strengthening work competitiveness and digital economic ecosystem. This is where the connection between GVC and AI will intersect.

Generation Z, which is a group that has very high interest in digital literacy, is able to observe the digital world carefully. Additionally, as digital natives, Generation Z is also increasingly presented with data and information quickly. The availability of preferences now becomes a major gateway for Generation Z to develop creativity and innovation into adaptive business opportunities that suit market segments.

By referring to the utilization of information technology, GVC, algorithms and big data, Generation Z now plays a very important role in advancing the creative industry through idea development and content production according to popularity such as streaming, video shorts and TikTok.

The creative industry currently driven by Generation Z by following pop culture and trends is a real implementation of the GVC concept. By referring to GVC, it is hoped that students can determine business and activity priorities that will be developed later and can monitor the best prospects in market segments to consistently produce valuable output.

Source of references:

Karisma, Nurul. et. al. 2024. Pandangan Gen Z Terhadap Pemanfaatan Gaming Mobile Legends sebagai Peluang Sumber Penghasilan. Universitas PGRI Wiranegara. Indonesia 

Haqqi. Sabiila.  2024. PEMANFAATAN MEDIA SOSIAL INSTAGRAM SUKU DINAS PARIWISATA DAN EKONOMI KREATIF KOTA ADMINISTRASI JAKARTA BARAT @PAREKRAFJAKBAR DALAM MEMBANGUN CITRA. UNIVERSITAS DIAN NUSANTARA. Jakarta

Lazzuarda, Shofwaties Anissa. 2022. Peran Gelombang Korea (Korean Wave) Terhadap Creative Business Masyarakat di Provinsi Jawa Timur. Universitas Muhammadiyah Malang. Jawa Timur.