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Unveiling the potential of generative artificial intelligence: a multidimensional journey into the future

Keng‐Boon OoiFORE School of Management, New Delhi, IndiaAlex KoohangSchool of Computing, Middle Georgia State University, Macon, Georgia, USAEugene Cheng‐Xi AwUCSI Graduate Business School, UCSI University Kuala Lumpur Campus, Kuala Lumpur, MalaysiaTat‐Huei ChamUCSI Graduate Business School, UCSI University, Kuala Lumpur, MalaysiaCihan ÇobanoğluSchool of Hospitality and Tourism Management, Muma College of Business, University of South Florida, Tampa, Florida, USACharles DennisBusiness School, Middlesex University, London, UKYogesh K. DwivediDigital Futures for Sustainable Business and Society Research Group, School of Management, Swansea University, Swansea, UKJun-Jie HewFaculty of Business and Finance, Universiti Tunku Abdul Rahman, Kampar, MalaysiaHeather Linton KellyLaurie HughesSchool of Business and Law, Edith Cowan University, Joondalup, AustraliaChieh‐Yu LinCollege of Management, Chang Jung Christian University, Tainan, TaiwanAnubhav A. MishraDepartment of Marketing, Jaipuria Institute of Management, Lucknow, IndiaIan PhauFaculty of Business and Law, School of Management and Marketing, Curtin University, Perth, AustraliaRamakrishnan RamanSymbiosis International (Deemed University), Pune, IndiaΜαριάννα ΣιγάλαNewcastle Business School, The University of Newcastle Australia, Callaghan, AustraliaYun-Chia TangDepartment of International Business, Tunghai University, Taichung, TaiwanLai‐Wan WongSchool of Computing and Data Science, Xiamen University Malaysia, Sepang, MalaysiaGarry Wei‐Han TanFaculty of Business, Design, and Arts, Swinburne University of Technology Sarawak Campus, Kuching, Malaysia

2024en

Ochiq kirishYashil

Litsenziya: cc-by-nc

Manbada oʻqishro.ecu.edu.au(yangi oynada ochiladi)

ABI

Annotatsiya

Purpose The launch of ChatGPT has brought the large language model (LLM)-based generative artificial intelligence (GAI) into the spotlight, triggering the interests of various stakeholders to seize the possible opportunities implicated by it. Nevertheless, there are also challenges that the stakeholders should observe when they are considering the potential of GAI. Given this backdrop, this study presents the viewpoints gathered from various subject experts on six identified areas. Design/methodology/approach Through an expert-based approach, this paper gathers the viewpoints of various subject experts on the identified areas of tourism and hospitality, marketing, retailing, service operations, manufacturing and healthcare. Findings The subject experts first share an overview of the use of GAI, followed by the relevant opportunities and challenges in implementing GAI in each identified area. Afterwards, based on the opportunities and challenges, the subject experts propose several research agendas for the stakeholders to consider. Originality/value This paper serves as a frontier in exploring the opportunities and challenges implicated by the GAI in six identified areas that this emerging technology would considerably influence. It is believed that the viewpoints offered by the subject experts would enlighten the stakeholders in the identified areas.

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Identifikatorlar

DOI: 10.1108/imds-10-2023-0703

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