2025

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

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.