Generative AI as a driver of organizational creativity: Evidence from the absorptive capacity perspective — Boulitama et al. (2026)

1 More Paper · Sep 19, 2026 · 2h 9m · transcript

Research background: Generative AI (GenAI) is increasingly embedded in organizational routines for searching information, developing ideas, and solving problems. However, creativity gains are not automatic. What appears to differentiate outcomes is the organization’s capacity to recognize valuable AI outputs, interpret them, combine them with existing knowledge, and convert them into novel solutions. This learning-oriented capability aligns with absorptive capacity and may explain why similar GenAI investments produce uneven creativity results across firms. Research background: Generative AI…