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This article reviews the potential of Generative Artificial Intelligence (GAI) to enhance value creation in organizations through improved creative processes and operational efficiency. It emphasizes the importance of aligning both technical and social subsystems to effectively integrate GAI, while identifying gaps in the literature regarding financial impacts and integration strategies. The research highlights the need for context-sensitive guidance, particularly for small and medium-sized enterprises, to

Author

cesarcalleherencia1

Language

EN