Impact of Generative AI’s Introduction on Freelancers’ Service Quality

The introduction of Generative AI (GenAI) in digital platforms has changed the dynamics of how freelancers work and offer services to their clients. It also makes a significant shift in the competitive landscape among freelancers in digital platforms. Although the introduction of GenAI offers several benefits for freelancers, it also intensifies competition among them by allowing novice complementors to come into play and substituting several tasks. From this perspective, we plan to investigate the interplay between the introduction of GenAI and freelancers’ service quality. For that purpose, by employing the lens of Resource-Based View (RBV), this study considers ChatGPT’s introduction as an exogenous shock and examines the impact of GenAI’s introduction on freelancers’ service quality.