Reimagining Stakeholder Engagement Through Generative AI: A Flexible Management Perspective on CRM Transformation

Abstract This study investigates the variables impacting organizational implementation of Generative AI-enabled CRM systems (GAICS) from the perspective of flexible management practices in the digital transformation era. Initially, qualitative research was conducted to identify critical factors affecting initial trust and inertia towards GAICS. Insights from this qualitative phase were then used to develop the conceptual framework, which was subsequently validated through quantitative research. The findings indicate that both functional and instrumental values positively influence initial trust in GAICS. Moreover, human interaction barriers, information barriers, and norm barriers are significantly associated with inertia towards GAICS. The results further demonstrate that initial trust and inertia significantly impact the adoption of GAICS. Finally, the ANN analysis reveals that functional values, information barriers, and the need for human interaction barriers are the most critical predictors of trust, inertia, and adoption of GAICS, respectively. Further, this study enhances understanding of organizational behavioural intentions in the context of GAICS and provides insights into how organizations can integrate GAICS within flexible management strategies during digital transformation.