Genius innovation management – a typology of GenAI use in innovation management

Purpose The rise of artificial intelligence (AI) is transforming entire industries. Its impact on innovation management is receiving increasing attention. This study aims to answer the question of how the adoption of generative AI (GenAI) affects innovation management. Design/methodology/approach Our study identifies influencing factors from literature and links them to a multiple case study approach involving 13 organisations of different industries and sizes to gain more information on (1) how organisations use GenAI within their innovation management and (2) further internal and external influencing factors for a successful implementation. Findings Our empirical results reveal several motivating factors for companies to adopt GenAI, show distinct types of challenges (user-, technology-, company- and society-related) to cope with and unveil different ways in which companies implement GenAI in their innovation management. Based on the company's human focus and technological readiness regarding GenAI, a typology is derived that includes the four types of (1) explorers, (2) technology specialists, (3) human-centred visionaries and (4) combiners. The overall cross-case comparison outlines further aspects of the successful implementation of GenAI. Originality/value Our study outlines similarities and differences of GenAI adoption in innovation management and provides valuable new insights. The study thus offers guidance for researchers, organisations and policymakers and provides implications for future research.