Charting the Future of Entrepreneurial Orientation: A Systematic Review and Science Mapping of Generative AI’s Emerging Impact.

Abstract

This working paper aims to provide a comprehensive overview of how Generative Artificial Intelligence (GenAI) is shaping the evolution of Entrepreneurial Orientation (EO), understood as a strategic construct including innovativeness, proactiveness, and risk-taking. As GenAI tools become increasingly accessible and applied, their effects on entrepreneurial behavior and decisions are gaining attention. However, there is still not a clearly defined picture of the conceptual and empirical relationship between these two domains. To address this gap, a systematic review of literature has been conducted using PRISMA guidelines, across the databases of Scopus and Web of Science, collecting peer-reviewed articles between 2019 to 2025. Documents were identified, screened and evaluated, following criteria such as theoretical consistency and methodological relevance. In parallel, a science mapping approach was used, including co-occurrence of keywords, co-citation networks, and thematic clusters, with the goal to visualize the structure and growth of research. The results shows five main clusters: first, GenAI contributes to better performance by aligning well with entrepreneurial tasks; second, it enhances innovation and decision-making under uncertainty; third, it supports both generative and acquisitive learning in entrepreneurial contexts; fourth, it enables sustainability-oriented entrepreneurship by affecting how entrepreneurs perceive desirability and feasibility; and finally, GenAI plays a mediating role in product customization and market performance. Yet, there are challenges still to overcome ethical concerns, data bias and the lack of digital competencies among entrepreneurs. In conclusion, the paper recommends more studies that can go beyond correlation, including longitudinal designs or experimental methods, to better understand causal mechanisms. Also, some attention should be paid to the role of GenAI in entrepreneurial education, since many universities are still catching up with these fast technological transformations.  Why is your paper of interest to the conference participants? Use this space to persuade the reviewers why they should select this abstract for the conference: This paper offers timely insight into how GenAI is reshaping entrepreneurial behavior, strategy, and education. It bridges technology and entrepreneurship through rigorous analysis and visualization, making it highly relevant for scholars, educators, and practitioners seeking to understand emerging trends and future capabilities in entrepreneurial ecosystems.