  The term "generative AI" refers to computational techniques that are capable
of generating seemingly new, meaningful content such as text, images, or audio
from training data. The widespread diffusion of this technology with examples
such as Dall-E 2, GPT-4, and Copilot is currently revolutionizing the way we
work and communicate with each other. In this article, we provide a
conceptualization of generative AI as an entity in socio-technical systems and
provide examples of models, systems, and applications. Based on that, we
introduce limitations of current generative AI and provide an agenda for
Business & Information Systems Engineering (BISE) research. Different from
previous works, we focus on generative AI in the context of information
systems, and, to this end, we discuss several opportunities and challenges that
are unique to the BISE community and make suggestions for impactful directions
for BISE research.
