Developing a Framework for Business Model Transformation in the Era of Generative Artificial Intelligence

Objective: Generative artificial intelligence (AI), as a transformative technology, has the potential to alter the logic of value creation, delivery, and capture in organizations. Given the lack of a comprehensive framework for explaining the dimensions of business model transformation based on this technology, this study aimed to develop a framework for business model transformation in the era of generative AI.

Methodology: This applied research adopted a qualitative approach using thematic analysis. Data were collected through semi-structured interviews with 15 experts in business management, digital transformation, information technology, and artificial intelligence. The data were analyzed using Braun and Clarke’s six-phase thematic analysis framework. During the analysis process, 147 initial codes were identified and refined into 41 basic themes, 12 organizing themes, and 5 overarching themes.

Findings: The results indicated that generative AI-driven business model transformation can be explained through five overarching dimensions: technological drivers of business model transformation, transformation of business value creation logic, redesign of organizational processes and capabilities, innovation in revenue models and competitive advantage, and human, managerial, and AI governance requirements. Technological and data capabilities, organizational technological readiness, intelligent value propositions, intelligent organizational processes, dynamic capabilities, data-driven business models, human resource readiness, and AI governance were identified as key factors influencing successful business model transformation.

Conclusion: Business model transformation in the era of generative AI is not merely a technological change; rather, it is a strategic process involving the redesign of value propositions, organizational processes, revenue models, and customer interactions. The proposed framework can assist organizations in developing technological infrastructures, enhancing human capabilities, managing change, and effectively leveraging the opportunities offered by generative AI.