Year: 2024
Type: dissertation
Abstract: Powered by technological advancements and evolving client expectations, the consulting industry is currently undergoing a transformative digital transformation. This study focuses on generative artificial intelligence (GEN-AI), a technology that, despite its decades-long existence, has recently seen significant performance improvements, expanding its capabilities and business use cases. While other studies already investigate the separate productivity effects in the consulting industry and of GEN-AI, a research gap persists in the integration of both aspects. Hence, this research aims to identify what impact the integration of GEN-AI has on the individual productivity in the consulting industry. To address this research question, the study identifies GEN-AI determinants influencing the productivity of consultants, proposes a theoretical model, and validates it empirically. The quantitative research approach utilizes a survey, distributed to several consulting enterprises and the partial least squares-structural equation modeling technique to analyze the data. The results not only confirm that GEN-AI significantly improves the productivity of consultants but also provide insights into the adaptability of the Delone and McLean (D&M) model of information system success. Other findings highlight age-specific challenges in GEN-AI adoption and a positive feedback loop between the usage of and satisfaction with the system. The study concludes by suggesting practical measures for organizations adopting the technology, emphasizing tailored training initiatives, or securing the service as well as information quality.
Author: Brommann, Marijke
Institution: Universidade Nova de Lisboa
Language: English
Subfield: Information Systems and Management
Field: Decision Sciences
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7046475088