Abstract
Intuitionistic fuzzy sets (IFSs) represent a significant advancement in classical fuzzy set (FS) theory. This study advances IFS theory to generalized intuitionistic fuzzy sets (GIFS(B)s) and introduces novel operators GIFWAA, GIFWGA, GIFOWAA, and GIFOWGA, tailored for GIFS(B)s. The primary aim is to enhance decision-making capabilities by introducing aggregation operators within the GIFS(B) framework that align with preferences for optimal outcomes. The article introduces new operators for GIFS(B)s characterized by attributes like idempotency, boundedness, monotonicity and commutativity, resulting in aggregated values aligned with GIFNs. A comprehensive analysis of the relationships among these operations is conducted, offering a thorough understanding of their applicability. These operators are practically demonstrated in a multiple-criteria decision-making process for evaluating startup success in the Tech Industry.