Achieving green competitive advantage through generative AI: the mediating roles of organisational creativity and green innovation ambidexterity in manufacturing

This study examines the implementation pathway of Generative AI Capabilities (GAIC) in manufacturing organisations, focusing on the roles of organisational creativity and green innovation ambidexterity in achieving a green competitive advantage. Drawing on the Technology-Organisation-Environment (TOE) framework, this research develops and empirically tests an integrated model using data collected from 297 senior and middle-level managers of manufacturing firms in Taiwan. The results indicate that both technological and organisational contexts have a significant influence on GAIC implementation, whereas the environmental context shows no significant impact. Furthermore, GAIC demonstrates significant positive effects on both organisational creativity and green innovation ambidexterity, which in turn enhances green competitive advantage. This study addresses critical research gaps by making several contributions by extending the TOE framework to encompass GAIC, thereby advancing the understanding of human-AI collaborative creativity. The findings provide novel insights into how manufacturing organisations can strategically implement GAIC to achieve a green competitive advantage.