INTEGRATING GENERATIVE AI INTO STRATEGIC DECISION- MAKING: ANALYZING MANAGERIAL EFFICIENCY, ORGANIZATIONAL CULTURE, AND COMPETITIVE ADVANTAGE

Abstract

In this research, Generative AI is adopted in decision-making processes to analyze the effect of this technology on managerial productivity, organizational culture, and competitive advantage. As a disruptive technology, generative AI helps organizations tackle repetitive tasks or deal with massive data and generate valuable outcomes for better decision-making. The study also explores how Generative AI encourages the cultural shift towards innovation by encouraging the utilization of large amounts of data to make decisions and how this kind of AI generates new opportunities for cooperation and new organizational functioning modes. Moreover, the application of Generative AI fosters competitive advantage by greatly improving the general business process, delivering tailor-made customer experiences, and developing various business applications. However, issues that include adoption resistance, trust, and unethical practices related to data protection and fairness of the algorithms are crucial hurdles that organizations encounter. This study, founded on interviews and thematic analysis backed up by the NVivo tool, establishes prominent themes and subthemes that describe the potential and challenges in Generative AI implementation. The results concern the relationships between managerial performance, organizational culture, and competitive advantage, pointing out the importance of making adequate and ethical use of AI technologies. The findings of this research are useful for organizations targeting the unleashing of Generative AI’s opportunity to foster sustainable gains when operating in the current environment of keen competition and advanced systems.