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Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective

Laurie Hughes Orcid Logo, Fern B. Davies Orcid Logo, Keyao Li, Senali Madugoda Gunaratnege, Tegwen Malik Orcid Logo, Yogesh Dwivedi

International Journal of Information Management, Volume: 86, Start page: 102982

Swansea University Authors: Fern B. Davies Orcid Logo, Tegwen Malik Orcid Logo, Yogesh Dwivedi

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DOI (Published version): 10.1016/j.ijinfomgt.2025.102982

Abstract

It is widely accepted that the impact of Generative Artificial Intelligence (GenAI) has been nothing short of transformational, with tangible impacts on industry, education, healthcare and government. But beyond the headlines, how are organisations actually using GenAI, what are the key challenges e...

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Published in: International Journal of Information Management
ISSN: 0268-4012
Published: Elsevier BV 2026
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URI: https://cronfa.swan.ac.uk/Record/cronfa70530
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spelling 2025-10-30T15:14:14.7380883 v2 70530 2025-09-29 Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective 9d7baaaf5b20251399d2d353e4b60e8c 0000-0002-9681-912X Fern B. Davies Fern B. Davies true true d7e74f3c3979dff2baba1a16fe50e24a 0000-0003-4315-5726 Tegwen Malik Tegwen Malik true false d154596e71b99ad1285563c8fdd373d7 Yogesh Dwivedi Yogesh Dwivedi true false 2025-09-29 It is widely accepted that the impact of Generative Artificial Intelligence (GenAI) has been nothing short of transformational, with tangible impacts on industry, education, healthcare and government. But beyond the headlines, how are organisations actually using GenAI, what are the key challenges experienced by decision makers and has the reality on the ground matched the hype? This study adopts a mixed-methods approach, utilising the Technology-Organisation-Environment (TOE) framework to reveal greater insights to how organisations are adopting GenAI, the drivers that affect decision making and the key challenges associated with greater use of the technology. This research adopts a mixed method approach incorporating an explorative qualitative step with industry participants followed by a survey of 304 (three hundred and four) decision makers from a cross section of industry sectors from around the world including: North America, Europe, Africa, Australia and Asia, to gain further insight to the underlying factors that drive GenAI adoption. The research model was validated using Structural Equation Modelling (SEM) and reveals the intricate and inherent complexities related to greater levels of GenAI adoption. The analysis highlights the critical role of change capacity of the organisation in moderating complexity and staff skills. This research provides valuable and timely insights for senior management and policy makers that are attempting to better understand the interdependencies and perspectives on the key challenges facing organisations looking to deliver greater impact on organisational performance through GenAI. Journal Article International Journal of Information Management 86 102982 Elsevier BV 0268-4012 Generative Artificial Intelligence; IS/IT adoption; Technology-Organisation-Environment framework 1 2 2026 2026-02-01 10.1016/j.ijinfomgt.2025.102982 COLLEGE NANME Business COLLEGE CODE Swansea University Another institution paid the OA fee 2025-10-30T15:14:14.7380883 2025-09-29T16:33:44.3961482 Faculty of Humanities and Social Sciences School of Management - Business Management Laurie Hughes 0000-0002-0956-0608 1 Fern B. Davies 0000-0002-9681-912X 2 Keyao Li 3 Senali Madugoda Gunaratnege 4 Tegwen Malik 0000-0003-4315-5726 5 Yogesh Dwivedi 6 70530__35510__80d52e8bf0d3427fb36d03d3afb5bac6.pdf 70530.VoR.pdf 2025-10-30T15:10:00.5454046 Output 2570100 application/pdf Version of Record true © 2025 The Authors. This is an open access article under the CC BY license. true eng http://creativecommons.org/licenses/by/4.0/
title Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
spellingShingle Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
Fern B. Davies
Tegwen Malik
Yogesh Dwivedi
title_short Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
title_full Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
title_fullStr Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
title_full_unstemmed Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
title_sort Beyond the hype: Organisational adoption of Generative AI through the lens of the TOE framework–A mixed methods perspective
author_id_str_mv 9d7baaaf5b20251399d2d353e4b60e8c
d7e74f3c3979dff2baba1a16fe50e24a
d154596e71b99ad1285563c8fdd373d7
author_id_fullname_str_mv 9d7baaaf5b20251399d2d353e4b60e8c_***_Fern B. Davies
d7e74f3c3979dff2baba1a16fe50e24a_***_Tegwen Malik
d154596e71b99ad1285563c8fdd373d7_***_Yogesh Dwivedi
author Fern B. Davies
Tegwen Malik
Yogesh Dwivedi
author2 Laurie Hughes
Fern B. Davies
Keyao Li
Senali Madugoda Gunaratnege
Tegwen Malik
Yogesh Dwivedi
format Journal article
container_title International Journal of Information Management
container_volume 86
container_start_page 102982
publishDate 2026
institution Swansea University
issn 0268-4012
doi_str_mv 10.1016/j.ijinfomgt.2025.102982
publisher Elsevier BV
college_str Faculty of Humanities and Social Sciences
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hierarchy_top_id facultyofhumanitiesandsocialsciences
hierarchy_top_title Faculty of Humanities and Social Sciences
hierarchy_parent_id facultyofhumanitiesandsocialsciences
hierarchy_parent_title Faculty of Humanities and Social Sciences
department_str School of Management - Business Management{{{_:::_}}}Faculty of Humanities and Social Sciences{{{_:::_}}}School of Management - Business Management
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description It is widely accepted that the impact of Generative Artificial Intelligence (GenAI) has been nothing short of transformational, with tangible impacts on industry, education, healthcare and government. But beyond the headlines, how are organisations actually using GenAI, what are the key challenges experienced by decision makers and has the reality on the ground matched the hype? This study adopts a mixed-methods approach, utilising the Technology-Organisation-Environment (TOE) framework to reveal greater insights to how organisations are adopting GenAI, the drivers that affect decision making and the key challenges associated with greater use of the technology. This research adopts a mixed method approach incorporating an explorative qualitative step with industry participants followed by a survey of 304 (three hundred and four) decision makers from a cross section of industry sectors from around the world including: North America, Europe, Africa, Australia and Asia, to gain further insight to the underlying factors that drive GenAI adoption. The research model was validated using Structural Equation Modelling (SEM) and reveals the intricate and inherent complexities related to greater levels of GenAI adoption. The analysis highlights the critical role of change capacity of the organisation in moderating complexity and staff skills. This research provides valuable and timely insights for senior management and policy makers that are attempting to better understand the interdependencies and perspectives on the key challenges facing organisations looking to deliver greater impact on organisational performance through GenAI.
published_date 2026-02-01T05:32:54Z
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