Managing Hypes - the case of Generative AI
Technological hype represents a significant mechanism in innovation ecosystems, which both supports and limits technological advancement. While hype mechanisms successfully bring emerging technologies into focus within industrial and academic circles, thus mobilizing research resources and giving legitimacy to new technologies, they also create risks of inflated expectations and poor resource allocation. Historical analysis of technological sectors shows repeating patterns of intense media coverage and high performance expectations. These dynamics work as important drivers for research prioritization, capital mobilization, and institutional legitimization, which speeds up technological development. On the other hand, when expectations go beyond realistic technological capabilities - what we call 'overshoot' - the resulting loss of credibility and inefficient resource distribution can seriously slow down technological progress trajectories.
In recent years, generative artificial intelligence (genAI) has become a transformative technology, attracting major attention from public and private sector stakeholders. The ability of genAI systems to create content - including visual, textual, and multimodal outputs - with quality close to human-generated materials has triggered considerable hype in technology discussions. Apart from public perception, this phenomenon has important implications for organizational strategy and management practice. The quick adoption of generative AI across different industrial sectors brings up serious questions about the empirical foundations of current hype narratives and the real organizational impact of these technologies.
This research examines the effects of generative AI hype on various stakeholder groups, including independent developers, startups, and organizational management. Using a mixed-methods approach that includes semi-structured interviews, observational analysis, and systematic examination of public discourse, this study seeks to describe the hype phenomenon around generative AI and explain how it functions as an independent variable affecting stakeholder behavior and organizational outcomes.
Theses
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