The Impact of Generative Artificial Intelligence on Organizational Innovation Performance: Roles of AI Generated Content Quality, AI Experience, and AI Usage Environment

Abstract

With the progress of artificial intelligence (AI), generative AI has emerged as a novel catalyst for driving innovation within enterprises. This study, rooted in behavior activation theory, endeavors to examine the impact of generative AI on enterprise innovation. A conceptual model is formulated to elucidate the relationship between generative AI and enterprise innovation. Utilizing structural equation modeling to scrutinize this model, the findings reveal substantial positive effects: AI generated content quality significantly influences the activation of enterprise innovation behavior (ß = 0.37, t-value = 7.64, p < 0.01), AI experience has a notable positive impact on innovation behavior activation (ß = 0.19, t-value = 3.47, p < 0.01), and a supportive AI usage environment significantly influences the activation of enterprise innovation behavior (ß= 0.46, t-value = 10.48, p <0.01). Furthermore, innovation behavior activation makes a significant contribution to enterprise innovation performance (ß = 0.65, t-value = 18.23, p < 0.01).