FROM LEARNER TO DIGITAL ENTREPRENEUR: EXPLORING THE RELATIONSHIP BETWEEN ARTIFICIAL INTELLIGENCE AND ENTREPRENEURIAL BUSINESS SKILLS

Abstract

Artificial intelligence (AI) is increasingly relevant to higher education and the digital economy, creating opportunities for individuals to explore online business activities, identify market opportunities, and engage in digital entrepreneurship. However, the relationship between AI engagement and entrepreneurial business skills among university students requires further empirical investigation, particularly in the Pakistani higher education context. This study examined the relationship between artificial intelligence and entrepreneurial business skills among university students in Lahore, Pakistan. A quantitative research design was employed, using data collected from 441 students enrolled in BS and MS/MPhil programmes at selected public and private universities. A structured questionnaire was used to measure AI-related engagement and earning-oriented digital skills. Data were analysed using descriptive and inferential statistical techniques, including independent-samples t-tests, one-way analysis of variance (ANOVA), Pearson product–moment correlation, and regression analysis. The results indicated a statistically significant positive relationship between AI and entrepreneurial business skills (r = .575, p = .001). Regression analysis indicated that AI accounted for 33.1% of the observed variance in entrepreneurial business skills (R² = .331), with a statistically significant standardized regression coefficient (β = .575, p < .001). Significant differences in entrepreneurial business skills were reported across university type and academic level, whereas differences by gender, CGPA, employment status, and geographical location were not statistically significant. These findings highlight the relevance of AI engagement to entrepreneurial business skills among university students. The study provides a basis for further investigation into AI-supported entrepreneurship education and earning-oriented digital skill development in Pakistan