Beyond the GenAI hype : a framework for Generative AI in business

Bauch, Julia (avtor), Kanbach, Dominik (avtor), Brenk, Katharina (avtor), Schadl, Adrian (avtor), Dabić, Marina (avtor)

The use of Artificial Intelligence (AI), and more recently the rise of Generative AI (GenAI), is fundamentally transforming businesses. This study explores the emerg- ing role of GenAI in business, identifying and analyzing concrete use cases from business practice. Despite recent growth, research on GenAI in business is still in its infancy and lacks comprehensive foundational studies for understanding the phe- nomenon. To address this gap, the study’s objective is to organize the landscape of GenAI use cases in business, enabling theory building, while also offering practical insights for managers. To achieve this objective, a scoping review was conducted, collecting 680 real-world use cases of GenAI in business from both academic and non-academic sources. This sample was analyzed using an inductive concept devel- opment approach. First, a typology was developed, providing an understanding of six main types and 21 subtypes organized along two dimensions: existing business enhancement and new business enablement. Second, a framework was derived, extending the typology by mapping the configuration of human-AI collaboration in each subtype, showing how GenAI is assisting, augmenting, or automating business activities. Overall, this study provides a comprehensive typology and application framework for the growing academic discussion and equips practitioners with guidance on navigating and deploying GenAI within organizations.

• Jezik: Angleški jezik
• Ključne besede: artificial intelligence, business model, management, generative artificial intelligence, generative AI, GenAI, Business applications, business use cases, business model innovation, scoping review
• Vrsta gradiva: Članek v reviji
• Tipologija: 1.01 - Izvirni znanstveni članek
• Organizacija: EF - Ekonomska fakulteta
• Status publikacije: V tisku
• Različica publikacije: Objavljena publikacija
• Leto izida: 2026
• PID: 20.500.12556/RUL-185049
• UDK: 005.3
• ISSN pri članku: 1863-6683
• DOI: 10.1007/s11846-026-01040-x
• COBISS.SI-ID: 283312899
• Datum objave v RUL: 21.07.2026

Gradivo je del revije

• Naslov: Review of managerial science
• Skrajšan naslov: Rev. manag. sci.
• Založnik: Springer
• ISSN: 1863-6683
• COBISS.SI-ID: 514963737

Licence

• Licenca: CC BY 4.0, Creative Commons Priznanje avtorstva 4.0 Mednarodna
• Povezava: http://creativecommons.org/licenses/by/4.0/deed.sl
• Opis: To je standardna licenca Creative Commons, ki daje uporabnikom največ možnosti za nadaljnjo uporabo dela, pri čemer morajo navesti avtorja.

Sekundarni jezik

• Jezik: Slovenski jezik
• Ključne besede: umetna inteligenca, poslovni model, management

Projekti

• Financer: ARIS - Javna agencija za znanstvenoraziskovalno in inovacijsko dejavnost Republike Slovenije
• Številka projekta: P5-0441
• Naslov: Regeneracija ekonomije in posla