Generative artificial intelligence and the challenges to adding value ethically

Generative Artificial Intelligence (Gen-AI) is reshaping business models, innovation processes, and organizational strategies across industries. This editorial highlights its transformative potential through multiple lenses, including business model adaptation, strategic agility, social impact, creative industries, and ethical governance. The special issue “Generative artificial intelligence and the challenges to adding value ethically” presents diverse perspectives on how firms leverage Gen-AI to gain competitive advantage, drive value creation, and enhance resilience while addressing regulatory, ethical, and operational challenges. The accepted papers examine Gen-AI-driven shifts in entrepreneurship, decision-making, and digital ecosystems using quantitative, qualitative, and mixed-method approaches. Their findings point out both the opportunities and tensions of Gen-AI adoption, highlighting the need for responsible governance, strategic alignment, and human-AI collaboration. By integrating multidisciplinary perspectives, this collection offers a rigorous foundation for scholars, practitioners, and policymakers to understand how Gen-AI can be harnessed to drive sustainable and strategic innovation in an evolving and challenging digital landscape.