Generative AI as a Tool for Swedish Startups - A qualitative study on how Generative AI can affect Swedish startups
Abstract
In today's rapidly evolving technological landscape, startups are constantly seeking new ways
to innovate and stay ahead of the competition. One promising innovation is Generative AI,
which uses large datasets to generate original content such as images, music, code, or text
(McKinsey & Company, 2022). Generative AI has the potential to significantly impact
startups in various areas such as prototyping development, benchmarking, marketing, content
creation, and business analysis. However, successful implementation of Generative AI
requires entrepreneurs to have strong social skills, broad networks and a flexible business
model.
This thesis examines the challenges, opportunities, and application areas of Generative AI for
Swedish startups. The research questions focus on how Generative AI can affect startups by
identifying application areas, examining potential challenges, and exploring opportunities.
The research employs a qualitative approach using purposive sampling, and interviews were
conducted with four individuals from small, mid-size, and large companies. Thematic
analysis was used to identify the application areas, challenges, and opportunities of
Generative AI for startups.
The research findings suggest that Generative AI can significantly impact startups in various
areas such as prototyping development, benchmarking, marketing, content creation, and
business analysis. Theoretical implications include contributions to AI and entrepreneurship,
social capital and entrepreneurship, and responsible AI adoption. Practical implications
recommend startups consider adopting Generative AI but approach it with a thoughtful
strategy. Future research recommendations include exploring the social and ethical
implications of Generative AI for startups and improving the quality of Generative models.
In conclusion, this research highlights the potential benefits of Generative AI while also
acknowledging the challenges that startups may face when implementing this technology. By
understanding the implications of Generative AI, startups can make informed decisions about
whether and how to adopt this innovation to drive their growth and success.
Degree
Master 2-years
Collections
View/ Open
Date
2023-07-19Author
Gyllensvärd, Filippa
Hiljegren, Olivia
Keywords
Generative AI
Startup
Entrepreneurship
Innovation
Thematic analysis
Machine learning
Series/Report no.
Master Degree Project 2023:148
Language
eng