Indian Institute of Management Nagpur

PurposeThis study examines how generative artificial intelligence (GAI) adoption is impacted by status quo bias and its factors may influence the acceptance of GAI, which is going to have significant role in all the aspects of life. The insights found from this study are relevant for the managers who are in process of adopting latest technology in their firms.DesignThe data were collected using a questionnaire based on the current body of literature which was responded by 387 entrepreneurs and managers, working in Small Medium Enterprises (SMEs) regarding their views and experiences on the status quo bias in adopting generative AI.FindingsThe findings of the study assist to plan the implementation and effective use of innovative technology within organizations.OriginalityThis study augments understanding of GAIs status quo bias, emphasizing user resistance and adoption. Particularly, the study contributes to the existing literature by considering a holistic approach as one of the moderators of generative AI implementation, thereby expanding the existing theoretical knowledge.

PurposeThe present study aims to examine how organisations adopt Generative AI and what are the key capabilities that influence the adoption of this technology. The study also investigates how Generative AI adoption influence market performance and sustainability performance. It additionally examines the moderating effect of regulatory support and organizational culture in influencing the association between Generative AI and firm performance.Design/methodology/approachThe study uses a mixed-methods design involving qualitative and quantitative data collection and analysis. The first stage begins with qualitative interviews followed by thematic analysis to establish leading capabilities behind Gen AI adoption, in the second stage, the data were collected from 385 respondents from different organizations which was then analysed using PLS-SEM structural equation modelling.FindingsThe results observed that a firm's digital transformation, innovation and marketing capabilities (MC) significantly enhance its Generative AI Adoption, which further influences firm performance. In addition, regulatory support emerges as a key moderator in driving DTC.Research limitations/implicationsThe findings emphasize that the firm should enhancing digital transformation capabilities, innovation capabilities and MC which can further strengthen the adoption of Generative AI and affect the firm market and sustainability performance. Whereas strengthening regulatory support can enhance the positive impact of DTC and Gen AI on firm sustainability performance.Originality/valueThe study contributes to the literature on Generative AI by shaping an understanding of how the adoption of GenAI relates with the capability of firms in impacting sustainability performance. The research reports a critical gap in the literature by moving beyond the GenAI enthusiasm and assesses whether the advantages of adopting GenAI are durable as the technology diffuses across industries. The study contributes to literature by highlighting the role of regulatory support and determines that how environmental and firm-level factors jointly shape the effective and responsible capitalization of Generative AI for value creation over time.

This research examines the reasons behind the continued use of Augmented and Virtual Reality-based Travel Applications (AVTA) in Tourism. Utilizing the Expectation Confirmation Model, this study employs an exploratory sequential design with qualitative and quantitative components. The study demonstrated that perceived ease of use, perceived usefulness, trust, confirmation, enjoyment, and immersion are essential for attaining user satisfaction and continued use. This study enhances the available literature on digital tourism by proposing an integrated model of behavior with actionable guidelines for the creation of user-centric immersive and sustainable digital travel applications.

Generative AI models are increasingly adopted in tourism marketing content based on text, image, video, and code, which generates new content as per the needs of users. The potential uses of generative AI are promising; nonetheless, it also raises ethical concerns that affect various stakeholders. Therefore, this research, which comprises two experimental studies, aims to investigate the enablers and the inhibitors of generative AI usage. Studies 1 (n = 403 participants) and 2 (n = 379 participants) applied a 2 x 2 between-subjects factorial design in which cognitive load, personalized recommendations, and perceived controllability were independently manipulated. The initial study examined the probability of reducing the cognitive load (reduction/increase) due to the manual search for tourism information. The second study considers the probability of receiving personalized recommendations using generative AI features on tourism websites. Perceived controllability was treated as a moderator in each study. The impact of the cognitive load produced mixed results (i.e., predicting perceived fairness and environmental well-being), with no responsible AI system constructs explaining trust within Study 1. In study 2, personalized recommendations explained each responsible AI system construct, though only perceived fairness and environmental well-being significantly explained trust in generative AI. Perceived controllability was a significant moderator in all relationships within study 2. Hence, to design and execute generative AI systems in the tourism domain, professionals should incorporate ethical concerns and userempowerment strategies to build trust, thereby supporting the responsible and ethical use of AI that aligns with users and society. From a practical standpoint, the research provides recommendations on increasing user trust through the incorporation of controllability and transparency features in AI-powered platforms within tourism. From a theoretical perspective, it enriches the Technology Threat Avoidance Theory by incorporating ethical design considerations as fundamental factors influencing threat appraisal and trust.

This paper examines whether improved financial access can mitigate the constraints imposed by social identity on entrepreneurship among under-privileged caste groups in India. Using a novel dataset on Indian villages and their proximity to bank branches, we find that closer access to a bank branch significantly enhances entrepreneurial activity among Scheduled Castes (SCs) in non-agricultural sectors, especially in those sectors that are traditionally dominated by upper-caste groups. These findings are more pronounced in villages where the improvement in proximity was plausibly exogenous, resulting from the RBI's Bank Branch Expansion Policy of 2005. For Scheduled Tribes (STs), however, financial access is associated with a gain in the size of hired employment within enterprises. Exploring several mechanisms, we find that these effects are primarily driven by credit uptake. Overall, our findings highlight the potential of financial inclusion in breaking rigid social norms around the entrenched caste-based occupational segregation and promoting more equitable economic participation in India.