AbstractBased on the dynamic capabilities (DC) theory, the aim of this study is to investigate the contribution of generative artificial intelligence (GAI) to the development of customer personalisation (CP) within business organisations, particularly SMEs. This paper also explores how the function of GAI in the development of CP is supported by technological advancements like deep learning (DL), smart data (SD), and the Internet of Things (IoT). Using a theoretical framework based on DC theory and an analysis of the literature on GAI, DL, SD, IoT, and CP, the relationship between GAI and CP is theoretically studied. The dependent variable in this theoretical framework is CP, and the independent variable is GAI. Furthermore, while DL and SD just mediate the connection between GAI and CP, IoT moderates the relationship between GAI and SD. Figure 1 presents the theoretical framework and research propositions. On the basis of the constructs in this study, research propositions were developed and discussed. Eight significant research propositions on the relationship between GAI and CP development were developed using the theoretical framework used in this study. According to the sugges
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