Generative AI for Global Market Intelligence, Service Innovation, Customer Experience, and Organizational Value Creation in SMEs and Service Firms: A Systematic Literature Review

Generative artificial intelligence (GenAI) is increasingly embedded in organizational processes, yet evidence on how firms convert its technical capabilities into sustained organizational value remains fragmented. This systematic review synthesizes empirical research on GenAI-enabled market sensing, innovation, customer-related value, organizational capabilities, responsible use, and competitiveness in SMEs and service-oriented contexts. Following PRISMA 2020, Scopus and Web of Science were searched without a predefined publication-year restriction, and the final included studies were published between 2024 and 2026. Eligible journal articles and full conference papers were analyzed through narrative, thematic, and comparative synthesis. From 860 identified records, 27 studies met the inclusion criteria. The reviewed studies document recurring applications of GenAI in information processing, market sensing, and decision support. Findings on customer experience, innovation, and organizational capabilities vary across research designs and contexts, while evidence on sustained competitiveness and comprehensive responsible AI governance remains limited within the retrieved corpus. The review integrates these findings into a relational framework linking GenAI-enabled sensing and translation, organizational conversion capabilities, value outcomes, responsible-use conditions, and contextual contingencies. This synthesis provides a foundation for more capability-oriented, responsible, and empirically grounded research and managerial decision-making.