Title: Enhancing competitiveness through generative AI: a literature review and conceptual framework

Authors: Himanshu Joshi; Pallavi Dhyani

Addresses: IMI Delhi, B-10, Qutab Institutional Area, Tara Crescent, New Delhi – 110016, India ' Decision Sciences and Information Systems, Indian Institute of Management Nagpur, Maharashtra, India

Abstract: Generative artificial intelligence, also referred to as GenAI, uses large language models and is trained on massive datasets to generate new content and ideas just like a human being. GenAI is emerging as a game-changer for industries and organisations as they try this technology to build and enhance their competitiveness. This study employs a systematic literature review to explore the enablers, inhibitors, and various ways in which organisations capture the attainment of competitive advantage through the adoption of GenAI. Utilising the technology-organisation-environment (TOE) framework, this study reveals: 1) key enablers and drivers for adoption of GenAI tools; 2) key inhibitors that adversely impact adoption; 3) the possible outcomes of GenAI adoption for organisations. Lastly, we discuss the framework to develop an agenda for future research.

Keywords: generative artificial intelligence; GenAI; enablers; inhibitors; competitive advantage.

DOI: 10.1504/IJGAIB.2026.151824

International Journal of Generative Artificial Intelligence in Business, 2026 Vol.1 No.1/2, pp.116 - 133

Received: 30 Jul 2025
Accepted: 03 Aug 2025
Published online: 20 Feb 2026 *