TY - JOUR
T1 - Tailoring Success
T2 - Harnessing the Creational Affordances of Generative Artificial Intelligence to Drive Market Performance
AU - Li, Lixu
AU - Xin, Xiaohua
AU - Xing, Xinjie
AU - Liu, Yaoqi
AU - Chen, Lujie
N1 - Publisher Copyright:
© 1988-2012 IEEE.
PY - 2025
Y1 - 2025
N2 - The rapid evolution of generative artificial intelligence (GenAI) has revolutionized various industries through its creational affordances. However, the impact of these affordances on business outcomes remains underexplored. Drawing on the resource-based view, we examine the relationships among GenAI's creational affordances, customer orientation, customization, and market performance. Using survey data from 196 information technology (IT) firms in mainland China, we reveal that both product and service customization significantly mediate the positive relationship between GenAI's creational affordances and market performance. Furthermore, customer orientation merely enhances the mediation effect of service customization, underscoring its critical role in maximizing the strategic benefits of GenAI. We contribute to existing technology-driven operations management research by emphasizing the moderated mediation mechanism in the relationship between GenAI's creational affordances and market performance. Our findings not only assist IT firms in better implementing their AI strategies but also offer a reference for the development of other firms.
AB - The rapid evolution of generative artificial intelligence (GenAI) has revolutionized various industries through its creational affordances. However, the impact of these affordances on business outcomes remains underexplored. Drawing on the resource-based view, we examine the relationships among GenAI's creational affordances, customer orientation, customization, and market performance. Using survey data from 196 information technology (IT) firms in mainland China, we reveal that both product and service customization significantly mediate the positive relationship between GenAI's creational affordances and market performance. Furthermore, customer orientation merely enhances the mediation effect of service customization, underscoring its critical role in maximizing the strategic benefits of GenAI. We contribute to existing technology-driven operations management research by emphasizing the moderated mediation mechanism in the relationship between GenAI's creational affordances and market performance. Our findings not only assist IT firms in better implementing their AI strategies but also offer a reference for the development of other firms.
KW - Customer orientation
KW - customization
KW - generative artificial intelligence
KW - information technology (IT) firms
KW - market performance
KW - resource-based view (RBV)
UR - http://www.scopus.com/inward/record.url?scp=105001090762&partnerID=8YFLogxK
U2 - 10.1109/TEM.2025.3542764
DO - 10.1109/TEM.2025.3542764
M3 - Article
AN - SCOPUS:105001090762
SN - 0018-9391
VL - 72
SP - 676
EP - 688
JO - IEEE Transactions on Engineering Management
JF - IEEE Transactions on Engineering Management
ER -