I'm not going to mention the word we've coined, but in my recent research—I've had a few papers out recently—we're pointing to the risks of embracing the outputs of generative AI uncritically. This is not to say that generative AI is not a transformative technology. I actually think that it is. However, just thinking about the technology and not thinking about the practices within organizations, I think, can lead to hazards, and those hazards can be quite problematic.
To the extent to which we can attend to those hazards, we can position the technology around issues that we've known about in strategic management for a long time, like capacity, competitive advantage and routines. This is where we can unlock value in generative AI. However, if we just think about this technology as magic, that's problematic.