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Trajectories of AI technologies: Insights for managers

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  • Berthon, Pierre
  • Yalcin, Taylan
  • Pehlivan, Ekin
  • Rabinovich, Tamara

Abstract

Generative artificial intelligence (GenAI) has long been considered a technology for the future. With the release of the chatbot ChatGPT 4, many now feel the future has arrived. Long in gestation, this new technology promises many benefits to humankind, but worries persist that as AI technology scales and comes to rival or exceed human intelligence, the servant may become the master. Amid such hyperbole, the more nuanced trajectories of this technology have been neglected. In this article, we use the Trajectories of Technology (ToT) framework developed by Berthon and colleagues to explore the disparate paths that AI has taken and will take in the coming years, especially in the form of chatbots. This framework provides managers with a conceptual tool to strategically plan for the enormous promises and perils of AI in general and of chatbots specifically.

Suggested Citation

  • Berthon, Pierre & Yalcin, Taylan & Pehlivan, Ekin & Rabinovich, Tamara, 2024. "Trajectories of AI technologies: Insights for managers," Business Horizons, Elsevier, vol. 67(5), pages 461-470.
    • Handle: RePEc:eee:bushor:v:67:y:2024:i:5:p:461-470
    DOI: 10.1016/j.bushor.2024.03.002
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    References listed on IDEAS

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    Cited by:

    1. Osadchaya, Elena & Marder, Ben & Yule, Jennifer A. & Yau, Amy & Lavertu, Laura & Stylos, Nikolaos & Oliver, Sebastian & Angell, Rob & Regt, Anouk de & Gao, Liyu & Qi, Kang & Zhang, Will Zhiyuan & Zhan, 2024. "To ChatGPT, or not to ChatGPT: Navigating the paradoxes of generative AI in the advertising industry," Business Horizons, Elsevier, vol. 67(5), pages 571-581.
    2. Hashmi, Nada & Bal, Anjali S., 2024. "Generative AI in higher education and beyond," Business Horizons, Elsevier, vol. 67(5), pages 607-614.
    3. Brewer, Jordan & Patel, Dhru & Kim, Dennie & Murray, Alex, 2024. "Navigating the challenges of generative technologies: Proposing the integration of artificial intelligence and blockchain," Business Horizons, Elsevier, vol. 67(5), pages 525-535.
    4. Shore, Adam & Tiwari, Manisha & Tandon, Priyanka & Foropon, Cyril, 2024. "Building entrepreneurial resilience during crisis using generative AI: An empirical study on SMEs," Technovation, Elsevier, vol. 135(C).
    5. Retkowsky, Jana & Hafermalz, Ella & Huysman, Marleen, 2024. "Managing a ChatGPT-empowered workforce: Understanding its affordances and side effects," Business Horizons, Elsevier, vol. 67(5), pages 511-523.
    6. Hannigan, Timothy R. & McCarthy, Ian P. & Spicer, André, 2024. "Beware of botshit: How to manage the epistemic risks of generative chatbots," Business Horizons, Elsevier, vol. 67(5), pages 471-486.
    7. Cui, Yuanyuan (Gina) & van Esch, Patrick & Phelan, Steven, 2024. "How to build a competitive advantage for your brand using generative AI," Business Horizons, Elsevier, vol. 67(5), pages 583-594.
    8. Sundberg, Leif & Holmström, Jonny, 2024. "Innovating by prompting: How to facilitate innovation in the age of generative AI," Business Horizons, Elsevier, vol. 67(5), pages 561-570.

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