Generating Religious Value from Generative AI: A Contingency Fit Perspective

generate religious value from generative AI (GenAI). We draw on IS Business Value literature for a framework of value generation from IT, and literature on religion and new media for an understanding of factors influencing adoption and value generation from IT in religious organizations. Previous research suggests that religious authority influences how religious leaders and adherents use IT for religious purposes. This conceptual paper seeks to address the research question “How does religious authority influence value generation from generative AI by religious organizations?” Using the ISBV framework as a theoretical lens, we examine how the alignment between layers of religious authority and the components of GenAI influences the ability of religious organizations to generate religious value from GenAI. We conclude with an agenda for future research.