Abstract
ABSTRACT Generative Artificial Intelligence (AI) tools like ChatGPT offer significant potential in the corporate world and organizational leadership. Organizations are actively integrating Generative AI (GenAI) into their operations to leverage its benefits. However, research is yet to explore the factors supporting the continuity of GenAI-powered Optimization Intelligence (GenAI-OI) processes in organizational contexts. This study seeks to address this gap by focusing on the challenges of standardizing such optimization intelligence systems. It utilizes the Normalization Process Theory (NPT) to facilitate a theoretical exploration of this standardization process. From both a research and practical standpoint, it elucidates how NPT can be applied to provide a structured framework for understanding and theorizing the processes involved in embedding and sustaining GenAI-OI systems, which play a pivotal role in shaping the future of organizational agility. This research endeavors to uncover valuable insights for organizations seeking not only to adopt but sustain this technology effectively.
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