Generative artificial intelligence use and configurational pathways to innovation performance in start-ups

This study uses fuzzy-set qualitative comparative analysis to examine the innovation performance of 31 accelerator-based start-ups in Spain that are classified as higher versus lower users of generative artificial intelligence (AI). Four configurational pathways to innovation performance are identified—two for higher and two for lower generative AI usage. The research emphasizes complex trajectories incorporating various constellations of industry dynamism, strategic search, and absorptive capacity that can lead to high innovation performance. Findings demonstrate that start-ups, regardless of their generative AI usage level, can achieve high innovation performance through various combinations of strategic conditions. Interpretation of configurations was strengthened through interviews with start-up founders’ exemplifying each pathway.