This study investigates the potential benefits of generative artificial intelligence (GAI)-powered brainstorming in enhancing student self-efficacy and motivation within the context of management education. A total of 115 undergraduate students from the Department of Management at a private university in Indonesia participated in the study, all of whom were enrolled in a strategic management course. The participants were divided into two groups: a control group of 52 students who engaged in traditional brainstorming and an experimental group of 63 students who utilized GAI-powered brainstorming. Pretest and posttest questionnaires were administered to assess self-efficacy and motivation levels. Quantitative analysis using ANCOVA tests revealed that GAI-powered brainstorming significantly improved students’ self-efficacy and motivation compared to traditional brainstorming methods. The findings highlight that GAI-powered tools streamline the brainstorming process, fostering a more inclusive and structured environment that facilitates the development of well-articulated and innovative ideas while also enhancing the affective domain of learning.