Does generative AI potentially revolutionize the international operations and the supply chain industry in the data-driven era?
Aman Kumar, Amit Shankar, Abhishek Behl, Justin Zuopeng ZhangPurpose
The study examines the effect of reasons (for and against) influencing the integration of generative AI in international firms. The study also examines how integrating generative AI influences organizational performance and competitive advantage.
Design/methodology/approach
Using a mixed-methods approach, this study begins with a qualitative study in phase 1 by conducting in-depth interviews. This model is then empirically validated in phase 2. A total of 212 responses were collected to examine the proposed hypotheses. The obtained data were analyzed via the SEM approach.
Findings
The findings of this study highlighted that strategic benefits, organizational fit, and relative advantage are significantly associated with the intention to integrate generative AI. Furthermore, the intention to integrate generative AI significantly influences organizational performance and competitive advantage. Finally, the fsQCA findings revealed five causal combinations representing sufficient conditions for developing the intention to integrate generative AI.
Originality/value
The study enriches the existing literature pertaining to generative AI and technology adoption. The research also enriches the behavioural reasoning theory. Further, this study will also be helpful to organizations that intend to adopt Generative AI in the future.