Generative AI Beyond the Hype—New Technologies in the Face of Organizing and Organizations

Generative artificial intelligence (GAI) challenges creative efforts and work that build on expertise. Since GAI has the ability to generate content that can be easily confused with human output, it puts professionals and their organizations at risk. We explore how professional service firms (PSFs) (in law, architecture, and auditing) react to this new technology and what it has entailed for them. We show that GAI has not been perceived as a threat, but these professionals have rather embraced the new technology. However, actual results of GAI initiatives remain to be seen. Also, concerns have been raised that GAI comes with an opportunity cost, as other potentially more suitable and profitable technologies are overlooked. Building on insights from our case study, we highlight several issues that need to be further explored. Ideas for a future research agenda, as well as practical advise for how to put GAI into use, are outlined.