Cited by 144Artificial Intelligence ApplicationsImpact of AI and Big Data on Business and SocietyEthics and Social Impacts of AI

Generative AI as a transformative force for innovation: a review of opportunities, applications and challenges

Sedkaoui, Soraya, Benaichouba, Rafika·2026·European Journal of Innovation Management

Abstract

Purpose This study examines the existing literature on generative artificial intelligence (Gen AI) and its impact across many sectors. This analysis explores the potential, applications, and challenges of Gen AI in driving innovation and creativity and generating ideas. Design/methodology/approach The study adopts a comprehensive literature review approach, carefully assessing current scientific articles on Gen AI published from 2022 to 2024. The analysis examines trends and insights derived from research. Findings The review indicates that Gen AI has significant potential to augment human creativity and innovation processes as a collaborative partner. However, it is imperative to prioritize responsible development and ethical frameworks in order to effectively tackle biases, privacy concerns, and other challenges. Gen AI is significantly transforming business models, processes, and value propositions in several industries, but with varying degrees of effect. Findings indicate also that despite the theory-driven approach to investigating Gen AI's creative and innovative potential, cutting-edge applications research prioritizes examining the possibilities of Gen AI models. Research limitations/implications Although this review offers a picture of great possibilities, it concurrently underlines the necessity for a deep knowledge of Gen AI nuances to fully harness its capabilities. The findings indicate that continuous research and exploration efforts are required to address the…

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Crossref · 10.1108/ejim-02-2024-0129

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66 of 66 references verified0 citation errors · 0 not checkable

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  • Mass marketing operated on broadcast principles, disseminating a single message to millions with minimal personalization.

    “Mass marketing, which dominated the last century, operated on broadcast principles: a single message (a TV commercial, print ad, or billboard) was disseminated to millions, with minimal personalization.”

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Authors
Sedkaoui, S., & Benaichouba, R.
Affiliations
Université Djilali Bounaama Khemis Miliana (DZ)
Venue
European Journal of Innovation Management
Publisher
Emerald
Published
2024-08-01
Volume
29
Issue
3
Pages
677-701
ISSN
  • 1460-1060 (ISSN-L)
  • 1758-7115
OpenAlex
W4401203858
Cited by
142
References
65
Citations by year
2026: 58 · 2025: 74 · 2024: 10
FWCI
20.91
Type
journal article
Language
en
Open access
closed
Locations
European Journal of Innovation Management (publishedVersion)
Topics
  • Physical Sciences › Computer Science › Artificial Intelligence › Artificial Intelligence Applications
  • Social Sciences › Decision Sciences › Management Science and Operations Research › Impact of AI and Big Data on Business and Society
  • Social Sciences › Safety Research › Ethics and Social Impacts of AI
Keywords
generative AI, innovation, creativity, human-AI collaboration, AI ethics, responsible AI, algorithmic bias, privacy, business model transformation

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