생성형 AI와 조직 문화가 재무 및 비재무 성과에 미치는 영향

The rapid development of artificial intelligence (AI) has garnered significant attention from academics, transforming industries and reshaping organizational structures. This study empirically investigates the impact of generative AI (GAI) and organization culture on financial and non-financial performance. Utilizing partial least squares structural equation modeling, it analyses responses from 217 GAI users. The results indicate that AI practice does not significantly influence the routine and innovative use of GAI. This suggests that merely promoting AI within an organization does not necessarily lead to its increased usage by GAI users. However, organization culture has a strong positive impact on both routine and innovative use of GAI, indicating that organisational flexibility in adopting this technology correlates with more effective usage by employees. The study also found that technicality influences routine use of GAI but not its innovative use, implying that usability enhances repeated use. Significantly, routine use of GAI impacts both financial and non-financial performances, suggesting that organizations can enhance performance through increased daily use of GAI. These findings offer valuable insights for organizations adopting and operating GAI.