Organisational Adoption of Generative AI

Abstract

This master thesis embarks on an exploration of maturity models in relation to generative artificial intelligence (GenAI). It dissects the driving factors, challenges, and implications of integrating GenAI systems into an organisational structure. The technology is predicted to bring transformative potential in enhancing productivity, streamline work processes and unlock innovative opportunities. Despite its significant promises, the path to effective GenAI adoption remains largely unmapped due to the novelty of the technology. Additionally the literature review identifies a critical gap: the absence of an empirically validated model for assessing and enhancing organisational GenAI capabilities.

This study addresses this gap through a meticulous investigation anchored by empirical data from subject matter experts using the Design Science Research Methodology (DSRM). Addressing the central research question - "How can companies navigate the adoption of Generative Artificial Intelligence?" - the research delves into understanding GenAI, its application in businesses, and the stages and elements crucial for developing a GenAI Maturity Model. In response, this thesis proposes a pioneering six-staged maturity model, ranging from stage 0 to 5, defined by eight elements: Strategic purpose, Value creation, Processes, Organisational anchoring & Collaboration, People, Technology, Data & Analytics, and Governance.

The model's real-world applicability remains theoretical, with limitations including its untested nature in practical scenarios and its foundational maturity design capabilities, which are yet to contain a descriptive assessment. Despite these limitations, this research significantly contributes to the academic and practical understanding of GenAI adoption empirically validated. It provides a structured framework for companies to systematically enhance their GenAI maturity, promoting data-driven decision-making, technological integration, and the strategic alignment of GenAI within organisational contexts. This thesis underscores the managerial leadership role in leveraging GenAI for value creation and strategic implementation, offering recommendations to guide organisations toward realising the full spectrum of GenAI's transformative potential.