The rapid development of AI has led to a fundamental shift in how businesses operate, communicate, and create value. This transformation has catalyzed a fundamental disruption of traditional business models and underscores the need for a comprehensive analysis to guide businesses through this complex transition. The two Indian scientists Dr Subhankar Das and Dr Subhra Mondal at the Duy Tan University (DTU) SouthStar Management Institute have focused their research in this direction and officially published a paper in the Q1-rank prestigious international journal Technologies with impact factor of 4.2, titled “How to Bell the Cat? A Theoretical Review of Generative Artificial Intelligence towards Digital Disruption in All Walks of Life”.
The article "How to Bell the Cat? A Theoretical Review of Generative Artificial Intelligence
towards Digital Disruption in All Walks of Life" in the prestigious international journal Technologies
As a concept, generative AI (GAI) is nothing new, but its rapid development in recent years has completely changed how organizations function and profoundly impacted many sectors of society. Recognizing this potential, the two scientists from DTU decided to research generative AI and explore its wide-reaching effects on economy and society. As ChatGPT and other AI technologies like DALL-E have become global phenomena, it is time to reassess old business models and investigate how AI can help businesses restructure and optimize operations.
“We embarked on this research at a pivotal moment in technological evolution, when generative AI was gradually reshaping every field, from business to society,” Dr Das explains. “The digital landscape’s rapid evolution, characterized by the proliferation of diverse GAI applications, further validated our research focus. We recognized that beyond mere technological advancement, we witnessed a fundamental shift in how businesses operate, communicate, and create value. This transformation demanded a comprehensive analytical framework to guide organizations through this complex transition, making our research relevant and essential for understanding and shaping the future of business operations in an AI-augmented world.”
Dr. Subhankar Das
With their pioneering “3I framework” (Interpretive, Interactive, Immersive), the two DTU scientists proposed a sophisticated analytical paradigm designed to decode the transformative influence of generative AI across diverse sectors. This comprehensive study meticulously examines how cutting-edge technologies, particularly ChatGPT and DALL-E, are fundamentally reshaping the business landscape and societal dynamics.
Drawing on data from understanding of various technological innovations within organizations, study of multiple sectors where generative AI is being implemented, analysis of customer behavior and business operations, knowledge of emerging AI technologies like ChatGPT and DALL-E, and understanding of business transformation and digital disruption,
Dr Das and Dr Mondal delved deep into several critical dimensions, including:
- The profound economic and societal reverberations of the implementation of generative AI,
- Complex challenges organizations encounter during adoption and integration of generative AI,
- Strategic methodologies for crafting seamless hybrid experiences that bridge physical and virtual realms,
- Advanced operational frameworks that optimize organizational efficiency through integration of generative AI,
- Empirical analysis of generative AI applications across diverse industry verticals,
- Forward-looking solutions that anticipate and address evolving customer requirements.
The research also presents a sophisticated framework designed to empower business leaders to craft cutting-edge strategies through integration of generative AI. The primary objective of this groundbreaking study encompasses a comprehensive examination of pioneering applications of generative AI across diverse industries while catalyzing the development of innovative customer-centric solutions.
The two scientists argue that exploring how organizations can leverage this detailed structural framework leads to compelling value propositions and harnesses the transformative potential of digital communication technologies. The research culminates in proposing a forward-looking agenda for generative AI implementation in business management, providing executives with actionable insights to navigate the evolving technological landscape while maintaining competitive advantage in an increasingly AI-driven marketplace.
With its ability to wonderfully connect theory and practice, the paper “How to Bell the Cat? A Theoretical Review of Generative Artificial Intelligence towards Digital Disruption in All Walks of Life” by Dr Das and Dr Mondal has made a strong impression in the academic community. Specifically, the paper secured second place by number of citations in 2023 and maintained third place for the past 36 months, with an impressive 88 citations.
Additionally, in the specialized domain of AI, the paper ranked fourth for citations in 2022 - 2023, demonstrating its substantial impact in this rapidly evolving field. The paper’s reach extends beyond citations, having amassed over 16 thousand views and 5,300 downloads, reflecting its broad influence across the academic and professional communities. The paper has also received the Editor’s Choice award and been nominated for the 2024 Best Paper Award, which is testament to its rigorous academic scholarship and innovative research in AI.
“At DTU, we have established a high-quality research environment for international scientists to foster groundbreaking research and global collaboration,” Dr Mondal explains. “The research infrastructure at DTU harmoniously combines modern equipment with comprehensive support systems for an ideal ecosystem for creative research endeavors. The university's commitment to international collaboration is reflected in our recent success in generative AI research published in Technologies. This research, conducted in partnership with International Hellenic University, has delivered outstanding results, evident through the paper’s remarkable impact metrics and global recognition.”
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Dr Subhankar Das
Dr Subhankar Das earned a PhD in Business Administration (specialization in Marketing Management) in 2018 from Siksha ‘O’ Anusandhan University, India (accredited by American ABET), and a master’s degree in Business Administration with specialization in Marketing in 2009 from ICFAI University, India.
Dr Das has many years of experience doing research and lecturing at prestigious universities in India. For many years, he has been working on research in digital innovation, the Metaverse, generative AI, sustainability, and information management. He has garnered 2,196 citations on Google Scholar and 1,112 on SCOPUS. He has published 14 papers in Web of Science journals (SSCI, SCI, SCIE, ESCI), 58 papers in SCOPUS journals, 5 papers in ABDC journals (1 A*, 2 A, 1 B, 1 C), and 3 papers in ABS journals (2,3); he co-authored five books and is only author of one SCOPUS-indexed book, published by Springer, Taylor & Francis, and IGI.
Dr Subhra Mondal
Dr Subhra Mondal earned a PhD in Business Administration (specialization in Marketing Management) in 2018 from Siksha ‘O’ Anusandhan University, India (accredited by American ABET), and a master’s degree in Business Administration with specialization in Marketing in 2009 from ICFAI University, India.
Dr Mondal’s research areas include AI, digital technology, marketing and consumer behavior, business management, digital transformation, technological innovation, and customer experience management. Her publications have garnered 1,309 citations on Google Scholar and 612 on SCOPUS. Throughout her career of lecturing and research, she has published 12 papers in Web of Science journals (SSCI, SCI, SCIE, ESCI), 34 papers in SCOPUS journals, 4 papers in ABDC journals (1 A*, 2 A, 1 C), and 2 papers in ABS journals (2,3); she co-authored five SCOPUS-indexed books published by Springer, Palgrave, and IGI.
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(Media Center)