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Using AI to strengthen creativity and problem-solving capabilities of professionals involved in innovation management holds huge potential for improving organizational decision-making. However, there is a lack of research on the use of AI technologies by innovation managers. The study uses the theory of appropriation to explore how specific factors – agile leadership (AL), innovation orientation (IO) and individual creativity (IC) – impact innovation managers' use of generative AI tools, such as ChatGPT (CGA).

The research model is tested through a large-scale survey of 222 Italian innovation managers. Data have been analyzed using structural equation modeling following a two-step approach. First, the measurement model was assessed to ensure the constructs reliability. Subsequently, the structural model was analyzed to draw the conclusions on theorized model relationships and their statistical significance.

The research findings reveal positive associations between IO and IC with CGA, demonstrating that innovation managers who exhibit strong innovation orientations and higher Individual Creativity are more likely to adopt and personalize ChatGPT. However, the study did not confirm a significant association between AL and CGA.

Our findings have important implications for organizations seeking to maximize the potential of generative AI in innovation management. Understanding the factors that drive the adoption and customization of generative AI tools can inform strategies for better integration into the innovation process, thereby leading to enhanced innovation outcomes and improved decision-making processes.