This study investigates how individuals’ capability to use generative artificial intelligence (GenAI) influences their idea generation and explores the cognitive mechanisms underlying this relationship. Drawing on cognitive experiential theory, which posits that individuals rely on two distinct and stable information processing styles (rational and experiential), this study examines how these styles mediate the link between GenAI usage capability and idea generation and all underlying relationships between these constructs.
This study employs a quantitative research design based on survey data from 399 business consultants located in Germany, Austria, and Switzerland at a leading global consultancy. Partial least squares structural equation modeling (PLS-SEM) is applied to test the hypothesized structural relationships.
The findings demonstrate that (1) individuals’ capability to use GenAI enhances their idea generation, (2) individuals’ capability to use GenAI influences both information processing styles, (3) rational information processing style enhances idea generation and not experiential information processing and (4) significant mediation effect of individuals’ tendency to rely on the rational system that translates GenAI usage capability into idea generation.
This study enriches GenAI research in innovation management by identifying individuals’ capability to use GenAI as a critical antecedent of idea generation. This capability perspective complements recent studies focusing on the extent, frequency or purpose of GenAI usage and its influence on creative outputs.
