<![CDATA[Generative Artificial Intelligence (Generative AI) has emerged as a transformative technology that is reshaping digital business innovation by enabling organizations to enhance creativity, optimize decision-making, redesign business models, and improve operational efficiency. Despite the rapid growth of research in this area, existing studies remain fragmented across different business contexts and disciplines, limiting a comprehensive understanding of its strategic role. This study aims to synthesize the current body of knowledge on Generative AI for digital business innovation through a Systematic Literature Review (SLR). Following the PRISMA 2020 guidelines, peer-reviewed journal articles indexed in Scopus and published between 2024 and 2026 were systematically identified, screened, and analyzed using thematic content analysis. A total of 50 articles met the inclusion criteria and were included in the qualitative synthesis. The analysis identified six interconnected themes: Business Innovation, Organizational Capability, Organizational Intelligence, Human–AI Collaboration, Responsible AI Governance, and Business Performance. The findings indicate that Generative AI functions not merely as an automation technology but as a strategic organizational capability that supports sustainable digital transformation and competitive advantage. This review contributes by proposing an integrated conceptual framework that explains how Generative AI creates organizational value through the interaction of technological capability, organizational readiness, knowledge management, innovation capability, governance, and human collaboration, while also identifying key research gaps and directions for future studies.]]>
