GenAI Adoption and Business Model Innovation in the Creative Industries in Italy

The intersection between artificial intelligence (AI) and the cultural and creative industries (CCIs) is increasingly capturing scholarly attention, driven by the rapid evolution of generative models, machine learning techniques and the expanding applications of AI in creative processes. Despite the growing interest in generative AI, the mechanisms that foster or hinder its adoption at the firm level remain underexplored. In particular, while prior studies highlight the risks perceived by firms, there is limited empirical evidence on whether these risks actually influence adoption decisions. At the same time, generative AI may act as a driver of business model innovation, reshaping how firms create and capture value. This study aims to investigate the barriers to the adoption of generative AI in Italian creative industries, related to two key explanatory factors: perceived risks associated with generative AI and business model innovation. Using survey data from 372 firms, the study presents an exploratory empirical analysis based on ordinary least squares (OLS) regression models. The analysis estimates two separate models: one to examine whether perceived generative AI-related risks are negatively associated with generative AI adoption, and the second to assess whether firms that adopt generative AI technologies are more inclined to business model innovation. The results show that perceived risks are not significantly associated with generative AI adoption, indicating that creative firms adopt generative AI despite perceived risks. However, generative AI adoption is positively and significantly related to business model innovation. This result indicates that firms that are more engaged in adopting generative AI are more inclined to innovate their business models. The study contributes to the emerging debate on generative AI in CCIs by shifting attention from innovation outcomes to adoption mechanisms and by highlighting the central role of generative AI for business model innovation.