Cocriação de valor, atitude em relação a inteligência artificial e inovação aberta: um estudo empírico

Abstract

The current business landscape demands the overcoming of the traditional innovation paradigm, driven by the advancement of digitalization and the increasing complexity of organizational ecosystems (Volberda et al., 2021). Value Co-creation and Open Innovation have established themselves as intrinsic and complementary strategic approaches, fundamental for fostering collaboration with multiple stakeholders and expanding knowledge flows beyond firm boundaries (Corrales-Garay et al., 2024; Pineda Ospina, 2015). In these scenarios, Artificial Intelligence (AI) emerges as an enabling element and a strategic operant resource, capable of integrating massive volumes of data, reducing cognitive bottlenecks, and supporting complex collaborative decisions (Broekhuizen et al., 2023; Secundo et al., 2020). However, the adoption of AI imposes relational barriers by generating cost dilemmas, ethical biases, and, primarily, risks to privacy and trust (Alawamleh et al., 2024; Kumar & Bhatia, 2021; Sahoo et al., 2024; Y. Zhu et al., 2022). There is an opportunity for quantitative empirical studies researching AI as a mediating mechanism at the intersection of value co-creation and open innovation (Broekhuizen et al., 2023). The results indicate that leaders and managers should focus on building environments of trust, equity, and knowledge sharing before implementing new technologies. This promotes a collaborative and mature culture, allowing organizations to facilitate the externalization of assets and establish partnerships securely and efficiently (Camilleri, 2025; Masucci et al., 2020; Yao et al., 2024).