article · Journal of Business Research
This research evaluates the drivers and barriers shaping business-to-business managers' intentions to adopt generative artificial intelligence, alongside the resulting effects on firm performance. Based on qualitative interviews followed by a quantitative survey of 277 respondents across seven countries, the findings reveal several key considerations. Managers are encouraged to adopt generative tools when driven by a need for uniqueness, information completeness, and convenience. Conversely, concerns regarding deceptiveness and information overload significantly diminish adoption intentions. When managers intend to adopt generative artificial intelligence, their organisations experience improved performance. Furthermore, ethical leadership plays a crucial moderating role in governing the relationship between adoption intent and firm outcomes. These insights offer empirical clarity on behavioural reasoning in technology uptake within enterprise contexts.
Generative artificial intelligence offers substantial opportunities for businesses, yet organisations frequently struggle with integration decisions. Understanding the specific factors that encourage or discourage adoption helps leadership teams address legitimate concerns such as deceptiveness and information overload. Moreover, highlighting the moderating role of ethical leadership shows that cultural and governance standards are essential to translating technological investments into tangible performance improvements.
The findings offer guidance for corporate decision-makers and enterprise software vendors developing generative artificial intelligence solutions for business-to-business clients. While applied across enterprise environments in multiple countries, the abstract focuses on behavioural adoption factors rather than a specific product pipeline or readiness level. The insights can help technology providers design systems that prioritise completeness and convenience while mitigating deception, ensuring corporate buyers achieve performance gains through ethical governance.
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• We examine the reasons for/against B2B managers’ intent to adopt generative AI (GenAI). • Need for uniqueness, information completeness, and convenience boost adoption intention. • Conversely, deceptiveness and information overload reduce adoption intention. • Managers’ intent to adopt GenAI is found to boost firm performance. • Ethical leadership acts as a moderator between intent to adopt GenAI and firm performance. This study examines key reasons (for and against) that influence business-to-business (B2B) managers’ intention to adopt generative artificial intelligence (GenAI). We also investigate how GenAI adoption influences firm performance, along with the moderating effect of ethical leadership. Study 1 undertakes a series of in-depth interviews, yielding a set of hypotheses that are tested in Study 2. A total of 277 responses was collected from respondents in the USA, the UK, Canada, India, Australia, Malaysia, and Japan to test the proposed model using structural equation modeling. The findings highlight that need for uniqueness, information completeness, convenience, and deceptiveness significantly impact GenAI adoption. The results also highlight that GenAI adoption boosts firm performance. Finally, ethical leadership was found to moderate the effect of GenAI adoption on firm performance. This study enriches the GenAI, technology adoption, and behavioral reasoning theory literatures while also providing pertinent insights for firms intending to adopt GenAI.
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DOI: 10.1016/j.jbusres.2024.115160
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