Unveiling the potential: exploring the adoption of GenAI and its impact on organizational outcomes

Purpose This study aims to explore the intricate dynamics around the adoption of generative AI (GenAI) in India’s retail industry. The study uncovers the dynamic relationships between the antecedents of GenAI adoption and the impact of GenAI adoption on employee efficiency, business value creation and firm performance. Design/methodology/approach This research used data from 188 Indian retail employees through purposive sampling, and the PLS-SEM technique was employed for the analysis. Findings The findings state that top management support, openness to innovation and competitive pressure positively impact the adoption of GenAI. Moreover, GenAI positively influences the employee’s efficiency. The moderating impact of data-driven culture emphasizes the significance of data-driven culture in strengthening (weakening) the effect of GenAI on employee efficiency. Research limitations/implications Overall, adopting GenAI improves efficiency, lowers operating costs and saves time. Resource Based View (RBV) advises that internal resources and business strategy must be coordinated to gain a competitive edge. Better business outcomes result from this increased capacity for decision-making, which is bolstered by insights derived from data. Practical implications Overall, adopting GenAI improves efficiency, lowers operating costs and saves time. RBV advises that internal resources and business strategy must be coordinated to gain a competitive edge. Better business outcomes result from this increased capacity for decision-making, which is bolstered by insights derived from data. Originality/value The mediating role of employee efficiency and the moderating impact of data-driven culture provides extraordinary findings. It emphasizes the significance of employee efficiency as a means through which GenAI transformed into tangible organizational outcomes.