Paper Number
ECIS2026-1653
Paper Type
SP
Abstract
This study explores how generative artificial intelligence (GenAI) reconfigures an organization’s organizational identity within the creative industries. Drawing on an in-depth case study of a media company, we show that technological disruption does not necessarily trigger identity reinvention but can lead to a reaffirmation of core organizational values. Specifically, we find that the rise of GenAI initially appeared as a threat to differentiation, prompting the organization to establish ethical guidelines and participatory structures that re-anchored innovation in credibility, responsibility, and authenticity. These initial findings highlight a restoration dynamic, signaling how GenAI can simultaneously disrupt and restore organizational identity through renewed value orientation.
Recommended Citation
Zwingmann, Nina; Revermann, Johanna; Mayer, Anne-Sophie; and Hess, Thomas, "Understanding Generative AI As A Catalyst For Organizational Identity Restoration" (2026). ECIS 2026 Proceedings. 7.
https://aisel.aisnet.org/ecis2026/genai/genai/7
Understanding Generative AI As A Catalyst For Organizational Identity Restoration
This study explores how generative artificial intelligence (GenAI) reconfigures an organization’s organizational identity within the creative industries. Drawing on an in-depth case study of a media company, we show that technological disruption does not necessarily trigger identity reinvention but can lead to a reaffirmation of core organizational values. Specifically, we find that the rise of GenAI initially appeared as a threat to differentiation, prompting the organization to establish ethical guidelines and participatory structures that re-anchored innovation in credibility, responsibility, and authenticity. These initial findings highlight a restoration dynamic, signaling how GenAI can simultaneously disrupt and restore organizational identity through renewed value orientation.
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