Beyond the GenAI hype: a framework for Generative AI in business — Bauch et al. (2026)
Abstract The use of Artificial Intelligence (AI), and more recently the rise of Generative AI (GenAI), is fundamentally transforming businesses. This study explores the emerging 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 phenomenon. 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…
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