How could Generative AI support and add value to non-technology companies – A qualitative study

Sachin Modgil, Shivam Gupta, Arpan Kumar Kar and Tuure Tuunanen

Technovation, 2025, vol. 139, issue C

Abstract: With the spread of generative AI, non-technology companies are also adopting it at a faster rate. Therefore, this study aims to study the appropriation of Generative AI to create value to non-technology businesses through a knowledge based view of the firm. To achieve this objective, we followed a semi-structured interview schedule, where 98 qualitative data points were collected and analysed. We follow open, axial and selective coding along with Gioia methodology for analysis. Findings indicate that companies employ Generative AI for risk management, where potential threats, impact of possible hazards and degree of uncertainty in the business environment are considered in decision-making. Generative AI also helps in knowledge integration, where assimilation, adaptation, application and implementation are achieved. Findings also suggest that an improved business outlook can be achieved regarding accurate demand forecasting, real-time insights, contextual understanding and alignment to the vision through Generative AI. It is also observed that companies are investing in Generative AI to achieve competitive advantage and greater significance. The contribution of this study lies in the development of four propositions and a framework for generative AI-driven value for non-technology companies. The framework also uncovers the internal flow among key elements from risk identification to integration to developing the outlook and driving utility.

Keywords: Qualitative study; Generative artificial intelligence; Business value; Business model; Technology appropriation (search for similar items in EconPapers)
Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:eee:techno:v:139:y:2025:i:c:s0166497224001743

DOI: 10.1016/j.technovation.2024.103124

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