Leveraging Generative AI and ChatGPT in SMEs: A Grounded Model

Abstract

ChatGPT and other generative artificial intelligence have garnered substantial media attention for their ability to generate text and code, presenting great potential for both personal and professional use. Less research has been conducted in the field of generative AI usage in small and medium enterprises, especially across different enterprise departments. This study examines with a grounded theory approach the characteristics of generative AI usage within management, marketing, and development departments of a small and medium enterprise. Ten employees from this enterprise were interviewed. Three causal and intervening conditions, as well as strategies were identified, to leverage the use of generative AI. The results indicate a productivity increase in all departments, especially in marketing. Improvements in learning processes were noted in development, while management saw shorter communication pathways. Across all departments, significant cost and time savings were observed, along with risks, limitations, and future potential.

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