Beyond Automation: Unleashing Creativity and Enhancing Decision-Making with Generative AI

Rabeea  Ishaq; Huma Gorsi; Sadia Butt; Tahira Umair; Ramshah Tajammal

doi:10.63056/ACAD.004.01.0142

Authors

Rabeea Ishaq Senior Lecturer, Riphah School of Business & Management (RSBM), Riphah University, Lahore, Pakistan Author
Huma Gorsi PhD Researcher, Department of Management, Dr Hasan Murad School of Management (HSM), University of Management and Technology, Lahore, Pakistan Author
Sadia Butt PhD Researcher, Department of Management, Dr Hasan Murad School of Management (HSM), University of Management and Technology, Lahore, Pakistan Author
Tahira Umair Assistant Professor, Department of Management Sciences, Comsats University Islamabad (CUI), Lahore Campus, Pakistan Author
Ramshah Tajammal Senior Officer Publications KRSS, University of Management and Technology, Lahore, Punjab, Pakistan Author

DOI:

https://doi.org/10.63056/ACAD.004.01.0142

Keywords:

Generative Artificial Intelligence, Task Complexity , Creativity in task design, Employee decision quality, Level of Expertise

Abstract

Generative Artificial Intelligence (AI) has revolutionized digital transformation by transforming organizational operations as well as innovation processes and decision-making mechanisms. The study explores how Generative AI influences creative task development together with decision processes in Pakistan's IT sector which represents the essential component for propelling the nation's economic direction. GANs alongside VAEs together with transformer-based models including GPT-4 enable organizations to develop news content along with automated process management and data-based system support.

The proposed theoretical framework for this study investigates the theories related to inventive task design and decision-making to discover the effect of generative AI on these two characteristics. AI is used to harness their properties and knowledge efficiently. The data were collected in two waves from employees working in the IT industry of Pakistan, as employees’ work responsibilities in such industries are related to AI related invention (Singh & Singh, 2018). The final sample consists of 385 responses, thus depicting an 84% response rate.

According to the study researchers used both quantitative methods to gather data from IT companies alongside qualitative information obtained from the industry experts. Generative AI technology delivers improved task efficiency along with better resource distribution resulting in agile high-quality decision making. Through its implementation organizations succeed to handle market intricacy and minimize expenses and create improved innovative capabilities. This research demonstrates that Pakistan's emerging market benefits significantly from information technology infrastructure which enables AI tool acceptance and implementation. The use of Generative AI by organizations leads to enhanced creativity during project planning and delivers rapid precise decisions. The adoption of generative AI faces ongoing obstacles because data security matters alongside adherence to ethical standards as well as having workforce members who can work with AI tools effectively.