Executives’ perspectives on the impact of generative AI in business: a qualitative study of strategic, ethical and organizational transformations

Purpose Generative Artificial Intelligence (GenAI) is rapidly transforming business strategy, innovation processes and governance practices. While prior research has focused primarily on technological implementation and performance outcomes, limited attention has been paid to how senior executives interpret, frame and adapt to GenAI as a strategic and ethical phenomenon. This study aims to explore executives’ sensemaking and adaptive responses to GenAI and to develop a conceptual model that captures this process. Design/methodology/approach The study adopts a qualitative exploratory design based on semi-structured interviews with 15 senior executives from diverse industries in Greece. Data were analyzed using thematic analysis to identify recurring patterns in executives’ perceptions, decision rationales and ethical considerations related to GenAI adoption and integration. Findings The analysis reveals four interrelated dimensions shaping executive adaptation: strategic integration and decision-making, business value and innovation, human–AI collaboration and workforce transformation and ethics, governance and adoption barriers. Cross-thematic synthesis indicates that executives perceive GenAI as a decision-support and innovation amplifier rather than an autonomous decision-maker. These findings inform an Emergent Integrative Model of Executive Adaptation to GenAI, conceptualized as a dynamic cycle comprising strategic sensemaking (Curate), operational experimentation (Create) and ethical consolidation (Consolidate). Research limitations/implications Several executives cited technical and resource limitations as obstacles to effective GenAI implementation. Challenges include legacy systems, lack of skilled artificial intelligence (AI) engineers and limited integration between AI platforms and enterprise software. Practical implications This model advances understanding of executive cognition and adaptive intelligence in the AI era, positioning leadership as a process of continuous learning, sensemaking and ethical stewardship. Practically, the research offers a roadmap for organizations and policymakers for aligning GenAI-driven innovation with responsible governance and leadership development. Social implications By highlighting the role of executive stewardship, the study underscores how ethical leadership in GenAI adoption influences public trust, workforce well-being and organizational legitimacy. Originality/value Existing research on AI in business has predominantly focused on technological implementation, efficiency gains and economic outcomes. Studies emphasize measurable benefits such as productivity enhancement, improved decision-making speed and customer experience optimization. However, fewer studies explore how executive cognition and strategic reasoning shape the trajectory of AI adoption – particularly regarding GenAI technologies that introduce new forms of creative automation. The study advances leadership and sensemaking research by shifting the focus from GenAI adoption outcomes to executive cognition and ethical stewardship. It offers a novel integrative model that explains how strategy, innovation and governance co-evolve in the GenAI era.