AI Does Not Work Until It Is Made to Work: A Sociomaterial Process Model of Generative AI Value Emergence (GAIVE)
Type: article
Abstract: Generative AI (GenAI) is rapidly diffusing across organizations, yet its anticipated value often remains uneven and difficult to transfer. We treat five identified mechanisms of this GenAI value gap as interrelated tensions whose management depends on the progressive temporal stabilization of sociomaterial practices. Based on a process-oriented study of a GenAI implementation in a large European bank, we develop the Generative AI Value Emergence (GAIVE) model to conceptualize how co-produced human–AI practice configurations stabilize over time. The model distinguishes three interrelated and overlapping modes: exploration, adaptation, and consolidation. The model shows that value does not arise from GenAI use per se, but from the extent to which practices become reproducible, shared, and organizationally embedded across users and contexts. By linking situated human-AI interaction to temporally structured processes, our findings explain how task-level benefits become more consistently realizable and transferable, contributing to research on AI, sociomateriality, and value creation.
Author: Kietzmann, Meike Verena
Language: English
Subfield: Management Information Systems
Domain: Social Sciences
Open Access status: green
OpenAlex ID: W7222991181