Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce

The rapid emergence of Generative AI (GAI) in recent years, coupled with its potential to revolutionize a vast array of industries, functions, and tasks, has led to an increasing number of companies—including digital businesses and e-commerce firms—to evaluate its immediate application at both opera...

Descripción completa

Detalles Bibliográficos
Autores: Mora-Lopez, Juan Pablo, Lopez-Lopez, David, Rivera-Hernaez, Olga
Tipo de recurso: artículo
Fecha de publicación:2026
País:España
Institución:Universitat Ramon Llull (URL)
Repositorio:DAU Arxiu Digital de la Universitat Ramon Llull
OAI Identifier:oai:dnet:dau_________::315307e533c927303d1a626efb428f8f
Acceso en línea:http://hdl.handle.net/20.500.14342/6121
https://doi.org/10.1007/s10660-025-09984-0
Access Level:acceso abierto
Palabra clave:Generative AI
Large language models (LLMs)
Gartner Hype Cycle
AI adoption
Digital commerce
id ES_3a5eaa862cd3fa1055391ed0361a73fb
oai_identifier_str oai:dnet:dau_________::315307e533c927303d1a626efb428f8f
network_acronym_str ES
network_name_str España
repository_id_str
spelling Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerceMora-Lopez, Juan PabloLopez-Lopez, DavidRivera-Hernaez, OlgaGenerative AILarge language models (LLMs)Gartner Hype CycleAI adoptionDigital commerceThe rapid emergence of Generative AI (GAI) in recent years, coupled with its potential to revolutionize a vast array of industries, functions, and tasks, has led to an increasing number of companies—including digital businesses and e-commerce firms—to evaluate its immediate application at both operational and strategic levels. One of the existing tools to support such business decisions is the Gartner Hype Cycle (GHC), where AI in general, and GAI in particular, have been positioned for years. Notably, in Gartner’s latest report, GenAI occupies a concerning position, as it appears to be entering a phase where declining investment and interest are driven by its inability to meet initial expectations. This paper aims to assess whether the scenario outlined in the report can be objectively confirmed through public and replicable indicators that any researcher can utilize to address this question. Additionally, we explore the possibility that certain technologies—such as GAI, that due to its training and improvement requirements have been introduced in the market as a free tool and targeting individual users rather than solely corporate clients —may bypass some phases of the Gartner curve. Our main contribution is the proposal and testing of indicators that can be used for this purpose, yielding key insights from an exploratory rather than confirmatory perspective, with implications for companies’ adoption of GAI and particularly for digital and e-commerce businesses. Finally, we highlight the main limitations identified and outline future research avenues to address them.info:eu-repo/semantics/publishedVersionSpringer NatureUniversitat Ramon Llull. Esade202620262026info:eu-repo/semantics/article29 p.application/pdfhttp://hdl.handle.net/20.500.14342/6121https://doi.org/10.1007/s10660-025-09984-0reponame:DAU Arxiu Digital de la Universitat Ramon Llullinstname:Universitat Ramon Llull (URL)InglésElectronic Commerce Research, Vol. 26(2)© L'autor/aAttribution 4.0 Internationalhttp://creativecommons.org/licenses/by/4.0/info:eu-repo/semantics/openAccessoai:dnet:dau_________::315307e533c927303d1a626efb428f8f2026-06-21T06:40:37Z
dc.title.none.fl_str_mv Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
title Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
spellingShingle Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
Mora-Lopez, Juan Pablo
Generative AI
Large language models (LLMs)
Gartner Hype Cycle
AI adoption
Digital commerce
title_short Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
title_full Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
title_fullStr Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
title_full_unstemmed Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
title_sort Unveiling the Generative AI boom: what hype metrics reveal for digital business and E-commerce
dc.creator.none.fl_str_mv Mora-Lopez, Juan Pablo
Lopez-Lopez, David
Rivera-Hernaez, Olga
author Mora-Lopez, Juan Pablo
author_facet Mora-Lopez, Juan Pablo
Lopez-Lopez, David
Rivera-Hernaez, Olga
author_role author
author2 Lopez-Lopez, David
Rivera-Hernaez, Olga
author2_role author
author
dc.contributor.none.fl_str_mv Universitat Ramon Llull. Esade
dc.subject.none.fl_str_mv Generative AI
Large language models (LLMs)
Gartner Hype Cycle
AI adoption
Digital commerce
topic Generative AI
Large language models (LLMs)
Gartner Hype Cycle
AI adoption
Digital commerce
description The rapid emergence of Generative AI (GAI) in recent years, coupled with its potential to revolutionize a vast array of industries, functions, and tasks, has led to an increasing number of companies—including digital businesses and e-commerce firms—to evaluate its immediate application at both operational and strategic levels. One of the existing tools to support such business decisions is the Gartner Hype Cycle (GHC), where AI in general, and GAI in particular, have been positioned for years. Notably, in Gartner’s latest report, GenAI occupies a concerning position, as it appears to be entering a phase where declining investment and interest are driven by its inability to meet initial expectations. This paper aims to assess whether the scenario outlined in the report can be objectively confirmed through public and replicable indicators that any researcher can utilize to address this question. Additionally, we explore the possibility that certain technologies—such as GAI, that due to its training and improvement requirements have been introduced in the market as a free tool and targeting individual users rather than solely corporate clients —may bypass some phases of the Gartner curve. Our main contribution is the proposal and testing of indicators that can be used for this purpose, yielding key insights from an exploratory rather than confirmatory perspective, with implications for companies’ adoption of GAI and particularly for digital and e-commerce businesses. Finally, we highlight the main limitations identified and outline future research avenues to address them.
publishDate 2026
dc.date.none.fl_str_mv 2026
2026
2026
dc.type.none.fl_str_mv info:eu-repo/semantics/article
format article
dc.identifier.none.fl_str_mv http://hdl.handle.net/20.500.14342/6121
https://doi.org/10.1007/s10660-025-09984-0
url http://hdl.handle.net/20.500.14342/6121
https://doi.org/10.1007/s10660-025-09984-0
dc.language.none.fl_str_mv Inglés
language_invalid_str_mv Inglés
dc.relation.none.fl_str_mv Electronic Commerce Research, Vol. 26(2)
dc.rights.none.fl_str_mv © L'autor/a
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
info:eu-repo/semantics/openAccess
rights_invalid_str_mv © L'autor/a
Attribution 4.0 International
http://creativecommons.org/licenses/by/4.0/
eu_rights_str_mv openAccess
dc.format.none.fl_str_mv 29 p.
application/pdf
dc.publisher.none.fl_str_mv Springer Nature
publisher.none.fl_str_mv Springer Nature
dc.source.none.fl_str_mv reponame:DAU Arxiu Digital de la Universitat Ramon Llull
instname:Universitat Ramon Llull (URL)
instname_str Universitat Ramon Llull (URL)
reponame_str DAU Arxiu Digital de la Universitat Ramon Llull
collection DAU Arxiu Digital de la Universitat Ramon Llull
repository.name.fl_str_mv
repository.mail.fl_str_mv
_version_ 1869406231404216320
score 15,812429

Similares en LA Referencia