Abstract:

Artificial Intelligence (AI) has revolutionized the systems of organizations across the world during the last two decades or so. Recently, Generative Artificial Intelligence (GAI) has been discussed, debated, and studied in professional and academic research arenas. Various advantages and positive sides of GAI have been reported. However, empirically the perceptions and stance of organizations on the adoption of GAI has not been fully explored. Moreover, there is evidence that many organizations are hesitating to adopt GAI, but there are limited studies on reporting the actual challenges of organizations, particularly the challenges of business organizations while adopting GAI. Additionally, empirically it is yet to bring evidence of why certain challenges exist and what conditions are responsible for adopting challenges of GAI in business organizations. Therefore, this study is filling these gaps by exploring the challenges of business organizations while adopting GAI and investigating the driving factors for these challenges by looking at the case of business organizations in Canada. This research employs a case study method to study 20 Canadian Business organizations where GAI has potentially been used or the case of GAI is being considered for its adoption. The study will provide empirical evidence on the potential of GAI to enhance the competitive advantage of business organizations and the challenges that must be addressed to leverage the technology successfully. Moreover, the study will contribute to the existing body of knowledge on the implications and the use of GAI for global markets and the business world.

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