Chapter 2: Exploring the Research Landscape of Generative AI: A Bibliometric and Content Analysis

The rapid rise of Generative Artificial Intelligence (GenAI) has revolutionized various sectors by enabling new forms of creativity, innovation, and automation. This study provides a comprehensive examination of the research landscape surrounding GenAI, focusing on its applications in business and management. Utilizing a bibliometric and content analysis approach through the R package Bibliometrix, we analyzed a dataset of 106 articles extracted from the Web of Science database. Our analysis explored the co-occurrence of key concepts, thematic structures, and evolving trends in the literature. The findings offer insights into well-established research areas, including the intersection of AI and technological innovation, while also identifying emerging or under-researched topics such as the psychological and organizational implications of AI adoption. This study contributes to the ongoing discourse on how organizations can strategically leverage GenAI for competitive advantage, providing a foundation for future research and practical applications.