Ideation by mouse click – human creativity and generative artificial intelligence

Purpose Generative artificial intelligence (GenAI) enables unprecedented forms of machine-generated content and transforms how organizations use and develop GenAI-based products and services. The combination of human and potential machine creativity thus opens new possibilities that require further research into the organizational ideation process. Therefore, the research paper investigates how this technology influences adoption and ideation in organizations. Design/methodology/approach Following grounded theory methodology, the study analyses data from 41 semi-structured interviews with GenAI experts across countries and industries to understand this new phenomenon within organizational innovation management. Findings The conceptual framework derived illustrates the relationships and interdependencies between (1) GenAI adoption within organizations (technology factors, organizational alignment, managerial implications, human factors), (2) the GenAI ideation process and (3) external influences. Our study shows that creativity is shifting from purely human work to both areas and thus provides valuable new insights into human–machine collaboration and how ideas are generated. Originality/value Our study contributes to the research area of innovation management and provides a novel framework for ideation with GenAI to enhance organizational innovative strength while balancing internal and external factors without excluding the human.