Does GenAI have a role in the buyer-seller relationship initiation process? A conceptual perspective

This conceptual paper explores the role of Generative AI (GenAI) in reshaping the buyer– seller relationship initiation (BSRI) process by conceptually discussing its role toward both actors across BSRI phases. Adopting the IMP interaction perspective and a model conceptual paper approach, the study maps GenAI’s dual role in automating and augmenting interaction, communication, and coordination tasks between buyer and seller during the relationship initiation process. The paper presents a novel perspective on both BSRI and GenAI management literature, contributing to the clarification of GenAI’s emerging role as both a tool and an active actor in shaping how business relationships are initiated and developed in B2B contexts.