Navigating the generative frontier: adoption, challenges, and strategic realignment of GAI in the Chinese publishing industry

Abstract

Introduction. Generative artificial intelligence (GAI) is reshaping knowledge-intensive sectors, yet empirical research on its organizational adoption within non-Western contexts remains scarce. This study investigates GAI integration in the Chinese publishing industry using the technology-organization-environment (TOE) framework. Method. A mixed-methods approach was employed, involving 44 semi-structured interviews with senior managers from specialized, university, and comprehensive publishers, alongside digital culture groups. Data collection occurred between April and October 2024. Analysis. Qualitative data underwent hybrid thematic analysis to generate a codebook. These data were then quantised into a binary matrix, and statistical methods, including one-way ANOVA, were used to examine relationships and variations across publisher types. Results. Findings reveal cautious optimism constrained by tool immaturity and copyright ambiguity. A strategic divergence emerged: specialized and university presses prioritize accuracy amidst resource constraints, while digital groups leverage investments to reshape the ecosystem. Conclusion(s). The industry faces a tension between efficiency goals and structural barriers like the ‘versatile talent’ gap and legal uncertainty. Future strategy depends on evolving from content production to intelligent data provision.

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