Unlocking the potential of generative artificial intelligence: adoption drivers and organisational performance
Authors’ abstract
Generative artificial intelligence (GenAI) is rapidly transforming business practice, yet systematic evidence on organisational adoption remains scarce. This study applies a streamlined technology-organisation-environment (TOE) framework to investigate how firms adopt GenAI, focusing on perceived benefits, technological complexity, and organisational readiness. Survey data from 778 decision-makers across multiple industries indicate that perceived benefits and readiness are the strongest enablers, while complexity represents a persistent barrier. Leadership support and strategic alignment emerge as critical for translating technical opportunities into business value. In contrast, external pressures, including regulation, exert only limited influence, and adoption patterns are broadly consistent across firm sizes. These findings contribute to innovation management research by clarifying the organisational capabilities that drive GenAI adoption beyond technological potential, and they offer actionable guidance for managers seeking to align GenAI initiatives with strategic goals.
Paper
- Authors
- J. Pokar
- Publication date
- 2025
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- Source license
- Creative Commons Attribution 4.0 International
- Recording license
- CC-BY-4.0
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