Abstract
<p>This conceptual review examines gender differences in the adoption of generative artificial intelligence (GenAI) by Generation Z (Gen Z) social media influencers and content creators operating online businesses in Malaysia. Drawing on recent empirical and policy evidence from 2025–2026, it analyses how male and female Gen Z creators differentially integrate AI tools into content production, audience engagement, and monetisation strategies within Malaysia’s rapidly expanding creator economy and high social-media penetration environment (Telenor Asia, 2025). Parallel attention is given to emerging intellectual property (IP) ambiguities surrounding AI-assisted and AI-generated content, alongside ethical concerns including authenticity, disclosure obligations, deepfake risks, cultural representation, and algorithmic bias. Findings synthesised from contemporary studies indicate functional differentiation rather than simple access gaps: male creators more frequently employ AI for technical and coding-oriented tasks, while female creators concentrate on text generation, creative writing, and aesthetic enhancement (Raza et al., 2026). Persistent gendered risk perceptions regarding societal harms further moderate adoption intensity, particularly among younger women (Stephany &amp; Duszynski, 2026). Malaysia’s human-centred copyright framework under the Copyright Act 1987 leaves significant gaps for AI-generated works, exposing creators, especially those building personal brands, to ownership uncertainty and unauthorised replication of likeness or style (Wardi et al., 2025). The paper proposes an integrated ethical-governance and IP-reform agenda tailored to the Malaysian creator ecosystem and calls for gender-responsive AI literacy programmes, mandatory disclosure standards, and updated guidance from the Malaysian Intellectual Property Organisation (MyIPO). Implications for policy, platform design, and future empirical research are discussed.</p>