GENERATIVE ARTIFICIAL INTELLIGENCE, CREATIVITY AND INNOVATION MANAGEMENT. EXPLORING TRENDS AND FUTURE IMPLICATIONS

Objectives. The present study aims to examine the transformative impact of Generative Artificial Intelligence (Gen-AI) on creativity and innovation management through a systematic literature review. Three main objectives underpin this review: understanding Gen-AI’s influence on the creative process, its integration into innovation management strategies, and the intersection of both realms. Methodology. Employing a systematic approach, the review consisted of three stages: identification and retrieval of papers, examination, and synthesis of findings. The search was executed in September 2023, yielding 97,914 papers, which were further filtered to 723 articles for review. A bibliometric analysis was conducted using latent Dirichlet allocation to identify key research themes. Research limits. While extensive, the study is limited by its focus on articles published in English and the fields of Business and Management studies. Furthermore, the rapid pace of technological development in Gen-AI necessitates continual updating of the literature review. Practical implications. The review offers significant insights for business practitioners, policymakers, and scholars by illuminating Gen-AI’s role in reconfiguring the realms of creativity and innovation. It reveals key considerations for managing innovation in data-rich environments, identifying sustainability concerns, and highlighting how organizational features affect Gen-AI adoption for innovation. Originality of the study. This study offers a first-of-its-kind holistic view of Gen-AI’s influence on both creativity and innovation management. The findings point to a multiplicity of antecedents to Gen-AI adoption that span technological, social, and economic realms, while revealing significant gaps in current research that serve as future avenues for scholarly exploration