Unlocking Business Value with Generative AI: Balancing Co-Creation and Co-Destruction in Knowledge Work
Journal
Proceedings in the Thirty-Third European Conference on Information Systems (ECIS)
Type
conference paper
Date Issued
2025
Author(s)
Research Team
IWI6
Abstract
This study investigates the dual impact of Generative AI tools on business value in knowledge work, focusing on value co-creation and co-destruction. Drawing from three case studies across diverse industries and over a year of GenAI integration, we analyzed qualitative insights from 15 industry experts. We contextualized our insights using the value co-creation and co-destruction framework and the value discipline lens. Our findings reveal GenAI’s nuanced role in enhancing operational efficiency, enabling innovative solutions through supporting complex problem-solving and more creative employee engagement, and strengthening customer intimacy through mechanisms such as depth or availability of the interaction. However, risks such as over-reliance on AI, quality concerns, and the erosion of critical human judgment skills complicate its adoption. By balancing these perspectives and explaining the value creation logic, this study provides a nuanced understanding of GenAI’s role in shaping business value, offering actionable recommendations for effective and sustainable integration.
Language
English
Keywords
Generative AI
Knowledge Work
Value Co-Creation
Value Co-Destruction
Impact
HSG Classification
contribution to scientific community
Refereed
Yes
Pages
16
Event Title
Proceedings in the Thirty-Third European Conference on Information Systems (ECIS)
Event Location
Amman, Jordan
Subject(s)
Division(s)
File(s)![Thumbnail Image]()
open.access
Name
JML_1034.pdf
Size
463.5 KB
Format
Adobe PDF
Checksum (MD5)
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