Generative AI and the future of innovation management: A human centered perspective and an agenda for future research

Generative Artificial Intelligence (GenAI) is revolutionizing innovation management by reshaping organizational structures and processes. Unlike traditional AI, which primarily focused on automation and prediction, GenAI introduces the capability to create new content, ideas, and solutions, profoundly impacting industries reliant on creativity and problem-solving. As organizations integrate GenAI, human agency and organizational dynamics play a critical role in determining the technology’s impact, raising key questions about its appropriation in various contexts. This paper explores the role of GenAI in innovation management through the lens of Technology Appropriation, a specific application of Adaptive Structuration Theory (AST), which analyzes how technology and organizational structures mutually shape each other. The study emphasizes the importance of human-centered models for understanding the socio-technical dynamics involved in GenAI appropriation. It identifies customization, reinterpretation, and power dynamics as critical factors influencing the successful integration of GenAI across industries. The paper also outlines future research directions, focusing on diversity in AI adoption, the customization of GenAI in innovation processes, and the ethical and regulatory challenges posed by its widespread use. By examining how individuals and organizations adapt and reconfigure GenAI to fit specific needs, this paper contributes to a deeper understanding of the reciprocal relationship between technology and human agency, offering insights into the transformative potential of GenAI in enhancing innovation.