Tailoring Success: Harnessing the Creational Affordances of Generative Artificial Intelligence to Drive Market Performance

Li, Lixu, Xin, Xiaohua, Xing, Xinjie ORCID: 0000-0001-6277-5045, Liu, Yaoqi and Chen, Lujie (2025) Tailoring Success: Harnessing the Creational Affordances of Generative Artificial Intelligence to Drive Market Performance IEEE Transactions on Engineering Management, 72 (99). pp. 1-14. ISSN 0018-9391, 1558-0040

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Abstract

The rapid evolution of generative artificial intelligence (GenAI) has revolutionized various industries through its creational affordances. However, the impact of these affordances on business outcomes remains underexplored. Drawing on the resource-based view, we examine the relationships among GenAI's creational affordances, customer orientation, customization, and market performance. Using survey data from 196 information technology (IT) firms in mainland China, we reveal that both product and service customization significantly mediate the positive relationship between GenAI's creational affordances and market performance. Furthermore, customer orientation merely enhances the mediation effect of service customization, underscoring its critical role in maximizing the strategic benefits of GenAI. We contribute to existing technology-driven operations management research by emphasizing the moderated mediation mechanism in the relationship between GenAI's creational affordances and market performance. Our findings not only assist IT firms in better implementing their AI strategies but also offer a reference for the development of other firms.

Item Type:	Article
Uncontrolled Keywords:	Affordances, Business, Artificial intelligence, Technological innovation, Electronic mail, Roads, Mediation, Ethics, Customer satisfaction, Creativity, Customer orientation, customization, generative artificial intelligence, information technology (IT) firms, market performance, resource-based view (RBV)
Divisions:	Faculty of Humanities & Social Sciences Faculty of Humanities & Social Sciences > School of Management
Depositing User:	Symplectic Admin
Date Deposited:	27 Feb 2025 16:37
Last Modified:	28 Feb 2026 15:22
DOI:	10.1109/tem.2025.3542764
Related Websites:	Author Publisher
URI:	https://livrepository.liverpool.ac.uk/id/eprint/3190541
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