GenAI-powered service delivery innovation in digital transformation

Hung‐Tai Tsou

8 citations0/0 files storedTechnology Analysis and Strategic Management

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Service and Product Innovation Digital Innovation in Industries AI in Service Interactions

Abstract

The integration of artificial intelligence (AI) into service innovation is accelerating within the digital transformation (DT) era, with enterprises increasingly adopting generative AI (GenAI) technologies to enhance customer experience and operational efficiency. While prior research has explored AI-driven service innovation, few studies have examined how outcome-oriented organizational culture (OOOC), AI technology usage, and open innovation ecosystems collectively drive GenAI-powered service delivery innovation (SDI). To address this gap, this study investigates how these factors influence GenAI-powered SDI in financial firms. A survey of 116 financial firms in Taiwan, with senior managers as respondents, is conducted, providing robust empirical support for the research model. Structural equation modeling (SEM) via SmartPLS reveals that OOOC, AI technology usage, and open innovation ecosystems significantly contribute to GenAI-powered SDI. Additionally, AI readiness emerges as a critical moderator that amplifies these effects. This study advances the theoretical understanding and offers managerial insights for financial firms aiming to integrate GenAI into their SDI, fostering competitive advantage in the DT era.

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