Paper Type

Short

Paper Number

PACIS2026-1226

Description

Generative AI (GenAI) is increasingly integrated into work practices, challenging conventional background conditions in information systems research where boundaries between human and technological work are clear. This creates difficulties for organizations in defining tasks, roles, and accountability. This study examines how organizations embed GenAI into creative work, an empirically rich context where value depends on self-expression and aesthetic judgement. Drawing on technological embeddedness, we conducted a case study of South Korean gaming and webtoon companies. We find that GenAI embedding is uneven across creative process and structured by three expression zones: core, delegation, and periphery. We further identify three embedding mechanisms: anchoring, negotiating, and sticking. These findings extend IS embeddedness research to the task level and offer early insights into how creative organizations manage human–AI collaboration through self-expression.

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02-FutureofWork

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Jul 5th, 12:00 AM

Embedding AI in Creative Work: A Case Study of Gaming and Webtoon Companies

Generative AI (GenAI) is increasingly integrated into work practices, challenging conventional background conditions in information systems research where boundaries between human and technological work are clear. This creates difficulties for organizations in defining tasks, roles, and accountability. This study examines how organizations embed GenAI into creative work, an empirically rich context where value depends on self-expression and aesthetic judgement. Drawing on technological embeddedness, we conducted a case study of South Korean gaming and webtoon companies. We find that GenAI embedding is uneven across creative process and structured by three expression zones: core, delegation, and periphery. We further identify three embedding mechanisms: anchoring, negotiating, and sticking. These findings extend IS embeddedness research to the task level and offer early insights into how creative organizations manage human–AI collaboration through self-expression.