1Assistant Professor, School of Business Studies, Vivekananda Institute of Professional Studies-Technical campus
2Professor, School of Business Studies, Vivekananda Institute of Professional Studies-Technical campus
This study explores the transformative potential of ChatGPT and other generative AI technologies in enhancing operational efficiency, fostering innovation, and improving customer engagement, with aspecifocus on small and resource-constrained businesses. It investigates the adoption and impact ofthese tools through theoretical models, including the Technology Acceptance Model (TAM), Resource-Based View (RBV), and Diffusion of Innovations (DOI).
A mixed-methods approach was employed, incorporating case studies, surveys, and interviews tocollect empirical data. This interdisciplinary framework evaluates the implications of generative AI inbusiness operations, supported by both quantitative and qualitative analyses.
The research highlights that generative AI, particularly ChatGPT, serves as a catalyst for business transformation by improving decision-making, streamlining operations, and fostering customer-centric innovations. However, the findings also underscore challenges such as ethical concerns around dataprivacy, bias, and transparency. Success stories demonstrate actionable strategies for effective and sustainable AI adoption.
This paper provides a novel interdisciplinary perspective on the adoption of generative AI in small and resource-constrained businesses, offering actionable insights for overcoming challenges and responsibly leveraging these technologies for long-term value creation and business growth. The study emphasizes the importance of ethical AI practices to ensure trust and sustainability in deployment.
Generative AI, ChatGPT, Business innovation, Operational efficiency, Ethical AI, Automation, Customer engagement, Organizational change, Decision-making support
