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From HAL to GenAI: Optimizing chatbot impacts with CARE

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  • Feng, Cai (Mitsu)
  • Botha, Elsamari
  • Pitt, Leyland

Abstract

This article explores the evolution and prospects of conversational chatbots, specifically the latest generation referred to as generative artificial intelligence (GenAI) chatbots. This article comprehensively examines GenAI chatbots’ business applications and impact across macro, meso, and micro levels of organizations. At the macro level, this article explores how GenAI chatbots reshape industry dynamics. The meso perspective delves into organizational changes, while the micro lens focuses on enhancing individual productivity, learning, and creativity. GenAI chatbots’ immense potential is accompanied by risks in four areas: matching, ethics, technology, and adaptability (META). In response to these challenges, the article introduces a human-centric CARE framework—standing for collaboration, accountability, responsiveness, and empowerment—to mitigate the risks and to optimize the effects of GenAI chatbots. This work provides practical guidelines for navigating the complex landscape of GenAI implementation.

Suggested Citation

  • Feng, Cai (Mitsu) & Botha, Elsamari & Pitt, Leyland, 2024. "From HAL to GenAI: Optimizing chatbot impacts with CARE," Business Horizons, Elsevier, vol. 67(5), pages 537-548.
    • Handle: RePEc:eee:bushor:v:67:y:2024:i:5:p:537-548
    DOI: 10.1016/j.bushor.2024.04.012
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    References listed on IDEAS

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    2. Urbani, Roberto & Ferreira, Caitlin & Lam, Joey, 2024. "Managerial framework for evaluating AI chatbot integration: Bridging organizational readiness and technological challenges," Business Horizons, Elsevier, vol. 67(5), pages 595-606.
    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. Abdelhalim, Esraa & Anazodo, Kemi Salawu & Gali, Nazha & Robson, Karen, 2024. "A framework of diversity, equity, and inclusion safeguards for chatbots," Business Horizons, Elsevier, vol. 67(5), pages 487-498.
    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.

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