Article: Unlocking the potential of generative artificial intelligence: adoption drivers and organisational performance Journal: International Journal of Business Innovation and Research (IJBIR) 2025 Vol.38 No.9 pp.1 - 23 Abstract: Generative artificial intelligence (GenAI) is rapidly transforming business practice, yet systematic evidence on organisational adoption remains scarce. This study applies a streamlined technology-organisation-environment (TOE) framework to investigate how firms adopt GenAI, focusing on perceived benefits, technological complexity, and organisational readiness. Survey data from 778 decision-makers across multiple industries indicate that perceived benefits and readiness are the strongest enablers, while complexity represents a persistent barrier. Leadership support and strategic alignment emerge as critical for translating technical opportunities into business value. In contrast, external pressures, including regulation, exert only limited influence, and adoption patterns are broadly consistent across firm sizes. These findings contribute to innovation management research by clarifying the organisational capabilities that drive GenAI adoption beyond technological potential, and they offer actionable guidance for managers seeking to align GenAI initiatives with strategic goals. Inderscience Publishers - linking academia, business and industry through research

Title: Unlocking the potential of generative artificial intelligence: adoption drivers and organisational performance

Authors: Jannik Pokar

Addresses: Chair of Entrepreneurship and Technology Transfer, HHL Leipzig Graduate School of Management, Leipzig, Germany

Abstract: Generative artificial intelligence (GenAI) is rapidly transforming business practice, yet systematic evidence on organisational adoption remains scarce. This study applies a streamlined technology-organisation-environment (TOE) framework to investigate how firms adopt GenAI, focusing on perceived benefits, technological complexity, and organisational readiness. Survey data from 778 decision-makers across multiple industries indicate that perceived benefits and readiness are the strongest enablers, while complexity represents a persistent barrier. Leadership support and strategic alignment emerge as critical for translating technical opportunities into business value. In contrast, external pressures, including regulation, exert only limited influence, and adoption patterns are broadly consistent across firm sizes. These findings contribute to innovation management research by clarifying the organisational capabilities that drive GenAI adoption beyond technological potential, and they offer actionable guidance for managers seeking to align GenAI initiatives with strategic goals.

Keywords: generative artificial intelligence; GenAI; organisational readiness; technology-organisation-environment framework; adoption drivers; innovation management; digital transformation; Europe.

DOI: 10.1504/IJBIR.2025.150994

International Journal of Business Innovation and Research, 2025 Vol.38 No.9, pp.1 - 23

Received: 05 Sep 2025
Accepted: 17 Sep 2025
Published online: 07 Jan 2026 *

Title: Unlocking the potential of generative artificial intelligence: adoption drivers and organisational performance

Keep up-to-date