aceFrom pilots to decision systems: embedding generative AI into strategic decision-making through a socio-technical and governance lens
Generative AI (GAI) promises superior analytics and agility in strategy work, yet organisations struggle to move beyond pilots towards routinised decision inputs. This study investigates how GAI becomes embedded in strategic decision-making (SDM) through a qualitative single-case analysis of a global multi-brand group, based on 27 semi-structured executive interviews triangulated with internal documents and industry reports. Structured inductive coding yields a process model identifying enablers, leadership-driv…
Organizations attempting to embed generative AI into strategic decision-making struggle to move beyond pilots due to hallucination risks, prompt-engineering deficiencies, data readiness gaps, and privacy or IP concerns.
Findings derive from a qualitative single-case analysis of one global multi-brand group, limiting generalizability beyond that organizational context.
Evidence
- Peer-reviewedJournal of Decision Systems2026-01-02
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Truvace Impact Record TRV-2026-0400, v1: “From pilots to decision systems: embedding generative AI into strategic decision-making through a socio-technical and governance lens.” Truvace, 2026-07-20. /record/TRV-2026-0400 (accessed at citation time). sha256 e98911e58af2412a…
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