International Journal on Cybernetics & Informatics (IJCI) Vol.12, No.

7, December 2023

BUSINESS TALK: HARNESSING GENERATIVE AI

WITH DATA ANALYTICS MATURITY
Simone Malacaria1, Michele Grimaldi2, Marco Greco2
and Andrea De Mauro1
1
Department of Enterprise Engineering, University of “Tor Vergata”, Rome, Italy
2
Department of Civil and Mechanical Engineering, University of Cassino and Southern
Lazio, Cassino, Italy

ABSTRACT
Generative AI applications offer transformative potential for business operations, yet their adoption
introduces substantial challenges. This paper utilizes the CBDAS data maturity model to pinpoint pivotal
success factors for seamless generative AI integration in businesses. Through a comprehensive analysis of
these factors, we underscore the essentials of generative AI deployment: cohesive architecture, robust data
governance, and a data-centric corporate ethos. The study also highlights the hurdles and facilitators
influencing its implementation. Key findings suggest that fostering a data-friendly culture, combined with
structured governance, optimizes generative AI adoption. The paper culminates in presenting the practical
implications of these insights, urging further exploration into the real-world efficacy of the proposed
recommendations.

KEYWORDS
Artificial Intelligence, Generative AI, Analytics, Maturity Model, Big Data

1. INTRODUCTION
Recent advancements in natural language processing (NLP) have resulted in a rapid development
and deployment of generative AI applications, including chatbots like ChatGPT and virtual
assistants, across various industries [1]. Literature highlights the potential of generative AI in
revolutionizing customer engagement, improving operational efficiency, and its role as a
decision-making tool in businesses [2]–[4]. Generative AI has been shown to significantly
enhance customer engagement by providing personalized and interactive experiences. Some
authors have demonstrated that generative AI enables organizations to establish stronger
connections with customers, enhance satisfaction levels, and build long-term relationships [3],
[5], [6]. By leveraging advanced natural language processing capabilities, generative AI systems
can engage customers in meaningful conversations, understand their preferences, and deliver
tailored solutions, resulting in higher levels of customer satisfaction and loyalty. Moreover, the
integration of generative AI systems has been found to drive improvements in operational
efficiency. Generative AI helps automating repetitive tasks, provides real-time information, and
streamlines operational processes [2], [4]. By doing so, organizations can reduce manual efforts,
minimize errors, and accelerate decision-making processes, leading to enhanced operational
efficiency and cost savings.

Generative AI also plays a vital role in business decision-making. Academic literature, including
studies by Catelluccio [7] and Davenport [4], emphasizes that AI, with its advanced analytics and
natural language processing capabilities, assists organizations in data-driven decision-making. By
Bibhu Dash et al: ISTECH, ITEORY, CSITAI -2023
pp. 01-10, 2023. IJCI – 2023 DOI:10.5121/ijci.2023.120701
 International Journal on Cybernetics & Informatics (IJCI) Vol.12, No.7, December 2023

analyzing vast amounts of data and extracting valuable insights, generative AI systems provide
organizations with recommendations and actionable intelligence to support strategic choices and
operational processes, ultimately leading to more informed and effective decision-making.
However, the adoption of generative AI poses certain challenges that need to be addressed. Some
authors highlight issues such as data privacy and security concerns, ethical considerations,
algorithmic bias, and the need for continuous monitoring and improvement to ensure optimal
performance and user satisfaction [8], [9]. Organizations must carefully navigate these challenges
to ensure responsible and ethical implementation of generative AI systems. Successful integration
of generative AI also requires organizational readiness and effective change management. Arrieta
et al. [10] and Castelluccio [7] emphasizes the importance of aligning generative AI initiatives
with overall business strategies, establishing appropriate governance structures, and fostering a
culture that embraces data-driven decision-making and innovation. Organizations need to
proactively address the organizational and cultural changes necessary to support the
implementation and ongoing management of generative AI systems.

Thus, the main question guiding this paper is: "What are the primary drivers and barriers to the
effectiveness of generative AI integration as a decision-making tool in companies?" To address
this question, we conduct a comprehensive review of the success factors for generative AI
integration in companies, by leveraging the Consensual Big Data Maturity Assessment System
(CBDAS) maturity model [11]. We introduce the CBDAS model and its application specifically
to generative AI, providing an overview of the key factors crucial for successful generative AI
integration in companies. Subsequently, we delve into each critical success factor in detail,
examining the specific requirements for implementing generative AI, identifying the inhibitors
and enhancers that influence its implementation, and discussing the actions that organizations can
undertake to ensure successful implementation. Through our analysis, we identify a well-
integrated architecture, robust data governance, and a data-friendly corporate culture as critical
factors for achieving successful generative AI implementation.

The structure of this paper is organized as follows. In the subsequent section, we present a
comprehensive literature review encompassing the CBDAS maturity model and generative AI
technologies. This review explores the current and potential applications of generative AI in the
business domain. Moving forward, Section three provides an overview of the critical success
factors for generative AI integration in companies. Section four further examines each critical
success factor, delving into the specific requirements, inhibitors, and enhancers for successful
implementation. Additionally, we propose actionable measures that organizations can take to
ensure success. Finally, in the concluding section, we discuss the implications of our findings for
practitioners, drawing on the insights provided by the aforementioned academic literature, and
offer concluding remarks and suggestions for future research.

2. LITERATURE REVIEW
2.1. The Consensual Big Data Assessment System

The CBDAS is a consensual framework [11] designed on a theoretical framework that outlines
the key success factors (CSFs) of data analytics [12], [13]. This framework encompasses the
factors and sub-domains, and the criteria of success of big data initiatives. The structure of the
CBDAS consists of two sections: the first section assesses the current maturity levels of
enterprises at various levels of granularity – from factor to subdomain level - while the second
section evaluates the relative importance of the CSFs for industry experts. The assessment system
is comprised of 59 questions, with 44 questions focusing on the maturity levels of the CSFs and
sub-domains and 15 questions addressing the underlying business needs. The results are obtained

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through a standardized questionnaire with one closed-ended question per item and analyzed using
software such as Cognito, Zapier, and Google Sheets. The CBDAS is a quantitative method that
generates 156 potential outcomes based on the combination of sub-domain maturity levels and
their interdependencies. The second section of the questionnaire evaluates the importance of each
factor using the analytic hierarchy process (AHP) which evaluates individuals' and groups'
judgments and converts them into numerical values for objective comparison. The output of the
AHP is used as input to evaluate the relevance of each organizational area from the manager's
perspective, recognizing that the relevance of each factor may vary depending on context and
may not be applicable to all organizations.

2.2. Data Maturity Models: Evaluating the Drivers and Drainers of Generative AI
Integration

In recent years, the proliferation of generative AI applications has sparked recognition of their
transformative potential in revolutionizing business operations [3], [14], [15]. However, the
successful adoption and implementation of generative AI systems present significant challenges
for organizations [3], [4], [16], [17]. To address these challenges effectively, organizations need
to identify and analyze the critical success factors that influence the effectiveness of generative
AI as a decision-making tool [4], [8]. This is where data maturity models come into play.

Data maturity models, such as the Consensual Big Data Assessment System (CBDAS) maturity
model [11], provide a framework to assess and evaluate the maturity levels of organizations in
terms of their data capabilities [18]–[21]. By applying data maturity models like CBDAS,
organizations gain a comprehensive understanding of their strengths and weaknesses in relation
to generative AI integration [16], [22]. They can identify the drivers that contribute to successful
implementation, such as clear data strategies, well-integrated architectures, robust IT
infrastructure, user-friendly interfaces, skilled analytical workforces, collaborative organizational
structures, and data-driven corporate cultures. Simultaneously, organizations can uncover the
potential drainers, including inadequate data strategies, fragmented architectures, insufficient IT
infrastructure, complex interfaces, inadequate workforce competencies, siloed organizational
structures, and resistance to data-driven decision-making.

Understanding the drivers and drainers of generative AI integration through the lens of data
maturity models empowers organizations to make informed decisions and take strategic actions
[8], [14], [23]. It enables them to address the challenges effectively and leverage the drivers to
maximize the benefits of generative AI as a decision-making tool.

The CBDAS maturity model, as an example of a data maturity framework, outlines key success
factors (CSFs) that contribute to the effectiveness of data analytics initiatives, including
generative AI integration [24]. By utilizing the CBDAS model, organizations can assess the
maturity levels of various factors and sub-domains that are critical for the successful
implementation of generative AI. By soliciting expert opinions through a standardized
questionnaire, organizations can gain insights into the factors that industry experts consider
critical for achieving successful outcomes in generative AI integration. This assessment enables
organizations to align their efforts with expert opinions, ensuring they address the most impactful
drivers and mitigate potential drainers effectively.

Through the CBDAS questionnaire, organizations can collect data on a range of factors, such as
data strategy, integrated architecture, IT infrastructure, human data interface, analytical human
workforce, integrated organization, and data-friendly corporate culture [11]. Analyzing the
responses to these questions enables organizations to generate valuable insights about their data

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maturity levels and the specific factors that drive or drain the effectiveness of generative AI
integration.

2.3. Generative AI and business applications

The current academic literature offers valuable insights into the applications of generative AI in
the business domain. Vaswani et al. [6] highlight how generative AI can revolutionize customer
engagement by providing personalized and interactive experiences, leading to stronger
connections with customers and enhanced satisfaction levels. Korzynski et al. [25] further
emphasize the potential of generative AI in improving customer engagement through efficient
and effective communication. These studies suggest that generative AI can help organizations
build long-term relationships with customers and drive business growth [26]. Moreover, some
authors discuss the current and potential applications of generative AI in streamlining operational
processes [3], [27]. By automating repetitive tasks and providing real-time information,
generative AI reduces manual efforts, minimizes errors, and accelerates decision-making
processes. Korzynski [25] highlight the efficiency gains that organizations can achieve by
integrating generative AI systems into their operations. These studies demonstrate how
generative AI can enhance operational efficiency and improve overall business performance.
Generative AI is also recognized as a valuable tool for data-driven decision-making in the
business domain. Chui and Malhotra [27] discuss how generative AI leverages advanced
analytics and natural language processing capabilities to analyze large volumes of data, extract
meaningful insights, and provide recommendations. By accessing relevant information and
generating real-time insights, generative AI empowers decision-makers to make informed choices
and drive strategic and operational success. While maturity models have been widely used in
various domains to assess organizational readiness and maturity, their specific application to
generative AI is not extensively discussed in the current literature [3], [20], [28]. However, as the
field continues to evolve, the adoption of maturity models could provide a valuable framework
for evaluating how organizations can leverage generative AI for business advantages, considering
the associated risks and benefits [3], [10]. Future research can explore the potential connections
between maturity models and generative AI to identify specific factors and assessment criteria
relevant to its successful implementation.

It is important to note that the field of generative AI is rapidly evolving, and further research is
needed to fully explore its potential applications and implications in different business settings.
The studies mentioned above serve as foundational references, and future research can build upon
them to deepen our understanding of the current and potential applications of generative AI in
various industries.

3. CRITICAL SUCCESS FACTORS FOR GENERATIVE AI

In the absence of extensive existing literature on maturity models for generative AI analysis, we
propose the Consensual Big Data Assessment System (CBDAS) framework as a trial to equip
businesses with the necessary instruments for the efficient adoption of generative AI [11]. This
framework aims to provide a structured approach for organizations to evaluate the risks and
inhibitors associated with generative AI implementation and assess the requirements for
successful deployment.

We leveraged the Consensual Big Data Assessment System (CBDAS) framework as our
foundational basis, encompassing its critical success factors such as data strategy, integrated
architecture, IT infrastructure, human data interface, analytical human workforce, integrated
organization, and data-friendly corporate culture. Our aim is to leverage this framework as a

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starting point to construct a practical case-based framework that serves as a foundation for
understanding inhibitors and risks associated with an organization's adoption of generative AI.
The breadth of domains proposed in the framework allows for the incorporation of adjacent
aspects from big data analytics into the realm of generative AI maturity. While there is limited
explicit literature on the integration of big data analytics and generative AI maturity, the
integration of these two fields presents an opportunity to enhance the understanding of generative
AI within the broader context of data analytics maturity [29], [30]. This integration can facilitate
a holistic approach to harnessing the potential of generative AI and its interplay with big data
analytics, leading to more informed decision-making and improved organizational outcomes.
By considering these critical success factors and their specific requirements, organizations can
effectively deploy generative AI, ensuring compliance with information security standards and
mitigating risks related to proprietary data. This comprehensive approach will facilitate the
successful implementation of generative AI in domains such as productivity, content creation,
and knowledge transfer, enabling organizations to harness its advantages while minimizing
potential challenges.

Table 1. Critical Success Factors Requirements for Generative AI.

Critical Success Requirements for Generative AI Actions for Success

Factor

Data Strategy - Clear understanding of business - Develop a clear business

objectives and data requirements for case and roadmap for
generative AI generative AI
- Alignment of generative AI with - Align generative AI with
overall data strategy overall data strategy and
- Robust data privacy policies and business objectives
procedures - Establish strong data privacy
- Strong data procurement and policies and procedures
utilization strategy - Develop and implement a
- Develop a clear business case and comprehensive data
roadmap for generative AI procurement and utilisation
- Align generative AI with overall data strategy
strategy and business objectives
- Establish robust data privacy policies
and procedures
- Develop and implement a
comprehensive data procurement and
utilization strategy

Integrated - Well-integrated architecture to support - Develop and implement a

Architecture multiple data domains well-integrated architecture to
- Robust data quality processes support generative AI
- Flexible DevOps processes to enable - Establish robust data quality
rapid deployment and updates processes
- Comprehensive data management and - Adopt flexible DevOps
governance practices processes to enable rapid
deployment and updates of
generative AI
- Develop and implement
comprehensive data
management and governance
practices
IT Infrastructure - Robust data security and risk - Establish robust data security
management practices and risk management practices

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- Sufficient storage and computational - Ensure sufficient storage and
resources computational resources are
- Appropriate cloud-based solutions and available
big data infrastructure - Select appropriate cloud-
based solutions and big data
infrastructure
Human Data - Easy-to-use and accessible generative - Develop and implement
Interface AI interfaces easy-to-use and accessible
- Comprehensive business intelligence generative AI interfaces
systems, analytical toolkits, and data - Adopt comprehensive
visualization platforms business intelligence systems,
- Guidelines and documentation on data analytical toolkits, and data
access and usage visualisation platforms
- Establish guidelines and
documentation on data access
and usage
Analytical - Skilled and competent analytical - Ensure the analytical
Human workforce workforce is skilled and
Workforce - Well-defined job families and training competent
guidelines for analytical roles - Develop and implement
- Corporate-wide development framework well-defined job families and
for analytical competencies training guidelines for
analytical roles
- Establish a corporate-wide
development framework for
analytical competencies
Integrated - Collaboration on generative AI across - Foster collaboration on
Organization the organisation generative AI across the
- Clear power and knowledge flows organisation
- Ensure clear power and
knowledge flows
Data-friendly - Data-driven decision-making - Foster a data-driven
Corporate - Openness to new technologies decision-making culture
Culture - Willingness to experiment and learn - Cultivate an openness to new
technologies
- Encourage experimentation
and learning with generative
AI

4. RESULTS
Within the CBDAS framework, one factor particularly relevant to generative AI adoption is the
establishment of a dedicated internal setup that ensures all use cases relating to leveraging
generative AI are channelled in a reliable, secure, and cost-effective manner. This includes
implementing a use case intake form, vetting the environment and services to ensure InfoSec
compliance and governance, enabling knowledge management sharing, and ensuring a thorough
understanding of the generative AI processes [22], [31].

For the IT infrastructure factor, organizations need to establish an environment where generative
AI can ensure data are stored securely, and models can be built within the organization's
proprietary environment. This includes vetting and ensuring the level of governance, InfoSec
compliance, and reliability of the OpenAI Azure offering [6]. It also involves understanding the
expected outcomes by identifying the types of problems that can yield good results when using
generative AI. Pilot use cases should be tracked and leveraged through knowledge and

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documentation sharing, and comprehensive training materials should be delivered to facilitate the
deployment and usage processes of generative AI models. Additionally, organizations can
leverage and build on the learnings from previous projects to enhance productivity, content
creation, and knowledge transfer within the organization [32], [33]. By considering these critical
success factors and their specific requirements, organizations can effectively deploy generative
AI, ensure compliance with InfoSec standards, and mitigate risks associated with the use of
proprietary data. This comprehensive approach will facilitate the successful implementation of
generative AI in areas such as productivity, content creation, and knowledge transfer, enabling
organizations to leverage its advantages while minimizing potential challenges.

Actionable measures that organizations can take to ensure success in the implementation of
generative AI, considering the critical success factors discussed within the CBDAS framework
should be:

 Establish a dedicated internal setup: Implement a use case intake form to

systematically capture and evaluate use cases for generative AI. Vet the environment and
services to ensure compliance with InfoSec standards and governance. Enable knowledge
management sharing through collaborative platforms and establish clear communication
channels. Foster a thorough understanding of generative AI processes through training
and knowledge transfer programs.
 Build a robust IT infrastructure: Create an environment that supports secure data
storage and model building within the organization's proprietary infrastructure. Vet and
ensure the governance, InfoSec compliance, and reliability of the OpenAI Azure
offering. Invest in appropriate storage and computational resources to handle the
demands of generative AI. Implement cloud-based solutions and big data infrastructure
as needed.
 Understand expected outcomes and identify use cases: Conduct a thorough analysis to
identify the types of problems that can yield favorable results when using generative AI.
Track and leverage pilot use cases, learning from their outcomes and applying insights to
future implementations. Share knowledge and document the outcomes of use cases to
facilitate organizational learning and continuous improvement.
 Provide comprehensive training and support: Deliver training materials that cover the
deployment and usage processes of generative AI models. Offer training programs to
equip the workforce with the skills and competencies required to navigate within
generative AI, including understanding prompt design and other relevant concepts.
Establish a corporate-wide development framework for analytical competencies specific
to generative AI.
 Leverage insights from previous projects: Learn from previous experiences and
projects to enhance productivity, content creation, and knowledge transfer within the
organization. Identify and leverage best practices, lessons learned, and successful
strategies from previous generative AI initiatives. Adapt and refine approaches based on
the specific requirements and context of the organization.

By implementing these actionable measures, organizations can enhance their chances of success
in deploying generative AI. These measures address the specific requirements outlined in the
critical success factors and contribute to building a solid foundation for generative AI
implementation. Regular monitoring, evaluation, and adaptation of these measures based on
evolving needs and emerging insights will further ensure the long-term success and continuous
improvement of generative AI initiatives within organizations [34]–[36].

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5. CONCLUSIONS
The paper concludes with important implications for practitioners in the field of generative AI.
The adoption of maturity models, specifically the CBDAS framework, can serve as a valuable
tool for organizations seeking to leverage generative AI for business advantages. The identified
critical success factors, including the establishment of a dedicated internal setup, robust IT
infrastructure, understanding of expected outcomes, comprehensive training and support, and
leveraging insights from previous projects, provide actionable measures for organizations to
ensure successful implementation. Practitioners should consider these recommendations to
enhance their ability to deploy generative AI effectively, ensure compliance with InfoSec
standards, and mitigate risks associated with proprietary data. By doing so, organizations can tap
into the potential benefits of generative AI in domains such as productivity, content creation, and
knowledge transfer.

However, further research is needed to investigate the effectiveness of these recommendations in

real-world business settings. Future studies can explore the implementation of these measures and
evaluate their impact on the successful adoption and utilization of generative AI. Additionally,
examining the connection between maturity models and generative AI can provide valuable
insights into specific factors and assessment criteria relevant to its implementation.

By bridging the gap between academic research and practical application, future research can
contribute to a deeper understanding of how organizations can leverage generative AI for
business advantages and navigate the associated challenges. This will ultimately support
practitioners in making informed decisions and driving successful implementation of generative
AI in diverse business settings.

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AUTHOR

Simone Malacaria Simone Malacaria has three years of experience as an IT manager at

Procter & Gamble. Today he is responsible for Media and Ecommerce Analytics in Italy.
He is a PhD student in Enterprice Engeenering at the University of Tor Vergata. His
academic research focuses on the impact of Big Data in the enterprise sector.

Michele Grimaldi Since 2006, Michele Grimaldi is Professor in Business and Economic Engineering at
the University of Cassino and Southern Lazio (Italy). He actually is a tenured professor of "Accountancy
and Management Auditing" and “Industrial Organization” at the University of Cassino and Southern Lazio;
a tenured professor of “Knowledge Management” in the second level Master in Business Administration

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organized by the Faculty of Engineering of the “Tor Vergata” University of Rome; a tenured professor of
“Intangible Assets” in the Executive Master of Business Administration organized by the Faculty of
Economics of the “Tor Vergata” University of Rome. He is qualified to Associate Professor in Business
and Economic Engineering through the National Academic Qualification System (Abilitazione Scientifica
Nazionale)

Marco Greco Marco Greco is Assistant Professor (Department of Civil and Mechanical Engineering at the
University of Cassino and Southern Lazio (Italy). His actual research focus on open innovation, intellectual
capital, big data, strategy, and negotiation. He actually is a professor of “Economics Applied to
Engeenering”, “Industrial Marketing and Business Management” and “Business Organization” at the
University of Cassino and Southern Lazio.

Andrea De Mauro Andrea De Mauro has over ten years of experience as an IT manager and Senior Data
Scientist at Procter & Gamble. Today he is responsible for Southern Europe Data Analytics team and is
responsible for the professional training of all P&G analysts in Europe. Adjunct Professor of Marketing
Analytics and Business Intelligence at the Universities of Bari and Florence, his academic research focuses
on the impact of Big Data in the enterprise sector. Author of the book Big Data Analytics (2019).

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