Capturing Value from Artificial Intelligence
Abstract
In this Academy of Management Discoveries Guidepost essay, we document outstanding questions regarding how organizations can capture value from artificial intelligence (AI) tools and outline pathways for future exploratory management and organizational research on AI. Specifically, we emphasize the importance of understanding how advances in AI technologies may reshape how organizations develop and use complementary assets. We highlight this point using the recent case of ChatGPT, an AI-enabled language modeler released in November 2022 that has grown in popularity more quickly than any other consumer application, including TikTok and Instagram.
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GenAI tools such as ChatGPT and DALL•E offer new opportunities to increase access to creativity, speed up idea generation, and support complex problem-solving tasks.
“These technologies offer new opportunities to increase access to creativity, speed up idea generation, and support complex problem-solving tasks (Berg et al., 2023).”
From Generative AI in Design Thinking Pedagogy: Enhancing Creativity, Critical Thinking, and Ethical Reasoning in Higher Education (2025) · cites this paper as Berg et al., 2023
The high prevalence of positive sentiment associated with Perceived Benefits (86%) indicates that students largely experienced GenAI as a valuable partner in enhancing creativity, particularly during the ideation phase of the Design Thinking process.
“The high prevalence of positive sentiment associated with the theme Perceived Benefits (86%) indicates that students largely experienced GenAI as a valuable partner in enhancing creativity, particularly during the ideation phase of the Design Thinking process (Berg et al., 2023).”
From Generative AI in Design Thinking Pedagogy: Enhancing Creativity, Critical Thinking, and Ethical Reasoning in Higher Education (2025) · cites this paper as Berg et al., 2023
Cites
The Effectiveness of Creativity Training: A Quantitative Review
Scott, G., Leritz, L. E., & Mumford, M. D. (2004) · Creativity Research Journal · doi:10.1080/10400410409534549 · Cited by 1,132 · see citing works
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Dell'Acqua, F., McFowland III, E., Mollick, E. R., Lifshitz-Assaf, H., Kellogg, K., Rajendran, S., Krayer, L., Candelon, F., & Lakhani, K. R. (2023) · SSRN Electronic Journal · doi:10.2139/ssrn.4573321 · Cited by 794 · see citing works
AI literacy and its implications for prompt engineering strategies
Knoth, N., Tolzin, A., Janson, A., & Leimeister, J. M. (2024) · Computers and Education: Artificial Intelligence · doi:10.1016/j.caeai.2024.100225 · Cited by 368 · see citing works
Hui, X., Reshef, O., & Zhou, L. (2024) · Organization Science · doi:10.1287/orsc.2023.18441 · Cited by 200 · see citing works
Dell’Acqua, F., McFowland, E., Mollick, E., Lifshitz, H., Kellogg, K. C., Rajendran, S., Krayer, L., Candelon, F., & Lakhani, K. R. (2026) · Organization Science · doi:10.1287/orsc.2025.21838 · Cited by 1,189 · see citing works
Entrepreneurship Education at the Dawn of Generative Artificial Intelligence
Winkler, C., Hammoda, B., Noyes, E., & Van Gelderen, M. (2023) · Entrepreneurship Education and Pedagogy · doi:10.1177/25151274231198799 · Cited by 81 · see citing works
Kobiella, C., Flores López, Y. S., Waltenberger, F., Draxler, F., & Schmidt, A. (2024) · Proceedings of the CHI Conference on Human Factors in Computing Systems · doi:10.1145/3613904.3641964 · Cited by 57 · see citing works
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- Authors
- Berg, J. M., Raj, M., & Seamans, R.
- Affiliations
- Stanford University (US)
- University of Pennsylvania (US)
- New York University (US)
- Venue
- Academy of Management Discoveries
- Publisher
- Academy of Management
- Published
- 2023-12
- Volume
- 9
- Issue
- 4
- Pages
- 424-428
- ISSN
- 2168-1007 (ISSN-L)
- OpenAlex
- W4365509548
- Cited by
- 115
- References
- 1
- Citations by year
- 2026: 30 · 2025: 39 · 2024: 31 · 2023: 15
- FWCI
- 10.80
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Academy of Management Discoveries (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 › Business, Management and Accounting › Strategy and Management › Digital Platforms and Economics
- Keywords
- artificial intelligence, value capture, complementary assets, ChatGPT, large language models, organizational capabilities, artificial intelligence adoption, future research directions
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