Four Gen AI-Enabled Value Logics in Industrial B2B Markets

Generative artificial intelligence (Gen AI) is rapidly transforming industrial B2B markets, yet firms struggle to translate its technological capabilities into realized value. This qualitative multiple-case study examines Gen AI-enabled value logics in six large global industrial B2B firms based on 15 semi-structured interviews. Using an abductive approach, we identify four archetypal value logics: synthesizing, interactional, predictive, and diagnostic. These logics capture distinct ways in which Gen AI structures dispersed data, enhances communication,  translates predictive insights into actionable guidance, and supports diagnostic problem resolution. Drawing on a framework integrating AI intelligence types and human–AI interaction modes as an analytical lens, we show that Gen AI value logics in industrial B2B contexts cluster within thinking intelligence and augmentation or automation configurations, reflecting contextual constraints such as safety requirements and relational norms. By shifting attention from technological capabilities to configuration-level value logics, this study advances understanding of how Gen AI reconfigures value creation in industrial B2B markets and offers a typology to guide managerial implementation.