Artificial Intelligence in Organizations: A Systematic Review of Operationalizing Generative Artificial Intelligence Capabilities for Organizational Performance

Abstract

Between 2018 and 2025, artificial intelligence expanded alongside major market shifts, while generative artificial intelligence began to reshape organizational strategy and value creation across functions and sectors. This article offers an integrated account of organizational uses of generative models in marketing, operations, human resources, finance and governance and identifies four core capabilities of generative artificial intelligence, namely personalization, decision augmentation, automation and ecosystem orchestration. It links these capabilities to the adoption and, above all, to the intensity and quality of use. Following PRISMA 2020 and PRISMA-S, we conducted a systematic review of Scopus and Web of Science in English, with critical appraisal through the Mixed Methods Appraisal Tool and a SWiM narrative synthesis. From 1,284 records, 83 peer reviewed studies were retained. Findings converge on a coherent architecture of mediating mechanisms. Dynamic capabilities, absorptive capacity, process and organizational reconfiguration and multi-level innovation form an organizational infrastructure that translates generative artificial intelligence into organizational performance outcomes. Responsible governance of artificial intelligence and data, grounded in transparency, human oversight, risk management and environmental vigilance, acts as a moderating buffer that aligns use with strategic objectives, amplifies benefits and contains risks. We also find a transversal role of this governance layer across functions and sectors through standard setting, supervision and accountability arrangements. The study proposes an operationalized integrative framework with fourteen testable hypotheses and outlines avenues for future longitudinal and quasi-experimental research, together with managerial implications for turning local experimentation into durable strategic advantage.