Akademik Veri Yönetim Sistemi
International CEO (Communication, Economics, Organization) Social Sciences Congress, Porto, Portekiz, 16 - 17 Aralık 2023, ss.494-502
Meeting diverse customer expectations at the right place and time requires a creative and innovative organizational culture and employee mindset. Businesses can sustain a competitive advantage if they remain innovative. To offer creative and innovative products and services in this uncertain environment, employees must keep up with emerging technologies and integrate them into business processes swiftly and effectively. Generative AI (Generative Artificial Intelligence), a hot topic recently, and the tools it provides are among these new technological opportunities. Generative AI offers substantial benefits in addressing the challenges businesses face when creating innovative solutions. In particular, it manages various strategies concurrently to understand the expectations of both internal and external customers. It presents original ideas and fosters the emergence of more robust and comprehensive innovative approaches. It provides designs and features that go beyond the norm, evaluates ideas concurrently, and allows various stakeholders to participate in the innovation process. This offers opportunities in many areas. Considering all these aspects, the study aims to increase the awareness of businesses about Generative AI and the opportunities it offers in producing innovative solutions. In accordance with this purpose, the relationship between Generative AI and innovation has been discussed within the scope of the extant literature. It is evaluated that the study will increase the awareness of policymakers and senior managers,emphasizing the importance of Generative AI in increasing innovation performance, which offers a significant strategic advantage. In addition, it expands the literature by addressing the relationship between Generative AI and innovation in a collective manner and serving as a source for future studies. Keywords: Generative AI, Innovation, Creativity.