GenAI as a Product: An Empirical Perspective on Productisation’s Key Dimensions

Given the transformative impact of Generative AI (GenAI) on contemporary society, the objective of this paper is to illuminate the implications of GenAI as a product, underscoring the necessity for a re-evaluation of the concept of productisation. The present study analyses a single case study of a software firm specialised in legal technology aiming to unveiling the key dimensions of productisation when an innovative GenAI product is developed and commercialised. The study provides a novel perspective on the key dimensions of productisation, demonstrating how these can be viewed from a twofold perspective, the customer and the seller. The study also suggests that the process of productisation can be viewed in two distinct ways: either as a high or low degree of productisation. These key dimensions entail the capacity to influence the future offerings of the firm. The study provides a novel perspective on productisation and the development of GenAI innovations literature. It contributes to the enhancement of management understanding of how to effectively leverage GenAI technologies, which are characterised by their boundless and shapeless nature.