Generative AI: capturing strategic value in businesses
DOI:
https://doi.org/10.1108/REGE-02-2025-0026Keywords:
Generative artificial intelligence, GenAI, Value capture, Systematic reviewAbstract
PurposeTo investigate how companies in various sectors are using generative artificial intelligence (GenAI) to capture business value and to propose a research agenda on the subject.
Design/methodology/approachA systematic literature review was conducted with publications from the Scopus and Web of Science platforms, taking into account studies from 2022, a milestone in the introduction of GenAI. After the selection of 19 articles with a journal impact factor greater than 4.0, patterns and insights into the use of GenAI were identified, including challenges and opportunities.
FindingsThe reviewed studies highlight the transformative impact of GenAI in sectors such as finance and strategic areas. Challenges include limited transparency, organizational alignment difficulties and risks associated with sensitive data and regulatory compliance. Opportunities include optimization of operations, product customization, acceleration of innovation and sustainability-aligned solutions.
Practical implicationsThe results reveal that GenAI is revolutionizing industries such as marketing, human resources, sustainability and innovation. However, organizations need to develop ethical frameworks and strategies to overcome trust, transparency and privacy barriers.
Originality/valueThis study consolidates evidence on how GenAI transforms organizational value creation by proposing a research agenda to address gaps in relation to governance, ethics and human capital impact.
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Copyright (c) 2025 Patrícia F. Prado, Daielly Nassif Mantovani
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