Enterprise implementation of multimodal AI systems: a mixed-methods study on ‘Writing is Coding’ framework for organizational creative and innovative intelligence

This mixed-methods study investigates the enterprise implementation of multimodal Artificial Intelligence Generated Content (AIGC) systems through the ‘Writing is Coding’ framework, examining its effectiveness in enhancing organisational creative and innovative intelligence and information system capabilities. Sixty-three participants from diverse organisational backgrounds engaged in structured AI co-creation experiences using poetry as input for image and video generation. The findings provide empirical evidence for the effectiveness of multimodal AIGC in enterprise information systems and organisational internal innovation contexts and make an important contribution to research on human – AI collaboration in business innovation environments.