Generative artificial intelligence as a new context for management theories: analysis of ChatGPT

TLDR

The paper examines how generative AI such as ChatGPT can serve as a new context for management theories and proposes directions for future empirical research. The authors analyze selected management theories—decision‑making, knowledge management, customer service, human resources, and administrative tasks—to explain potential changes after generative AI adoption. The study shows that certain management theories require reevaluation in a generative AI environment, highlighting impacts on strategic, functional, and administrative work, and outlines AI functions that help organizations adapt. The article is an opinion piece and does not include empirical data.

Abstract

Purpose The primary purpose of this paper is to examine how generative Artificial Intelligence (AI) such as ChatGPT may serve as a new context for management theories and concepts. Design/methodology/approach The paper presents the analyses of selected management theories on decision-making, knowledge management, customer service, human resource management and administrative tasks and explains what may change after generative AI adoption. Findings The paper indicates that some management theories and concepts need to be studied in the generative AI environment that may influence managerial work at the strategic, functional and administrative levels. Research limitations/implications This paper is an opinion piece article and does not refer to empirical data. It formulates some conclusions to further empirical research studies. Originality/value The paper analyzes selected management theories in a new technological setting. The paper also provides information about the functions of generative AI that are useful in understanding and overcoming how new technology may change organizations and management.