Generative AI - Exploring the Issues of an Emerging Technology in Business

Abstract

Generative AI is transforming business and technology interactions largely by providing automated content generation in the form of text, images and video data. However, generative AI adoption is still at a very nascent stage and majority of the organizations are trying to find out the best possible use of generative AI. Employees at different levels of organizations have different perceptions related to the utility of Generative AI based on their experience and expectations. The research paper initially identifies the five factors from the 24 items related to Generative AI as Integration and Innovation, Trust and Reliability, Ease of Use,  Content Generation and Privacy, Safety and Ownership. To understand the difference in the perception of B-level, C-level and V-level professionals in the organization, ANOVA test is executed. The results found a significant difference related to Trust and Reliability, Innovation and Integration, Privacy, Safety and Ownership. This research will help the organizations to understand the limitations of GenAI applications, improve the methodologies for GenAI usage and increase its usage in business for improving firm performance.