“AI or Die?” Echoes of the Chief Innovation Officer While LLM Prompts Redefine Business Operation

Kyriaki Veliki, MSc, University of Padova and Hellenic Open University; kyriaki.veliki@studenti.unipd.it

Theodore Katerinakis, PhD, Drexel University and Hellenic Open University; tkaterinakis@gmail.com, tel 6977681283

• This study examines how large language models (LLMs) and prompt engineering reshape corporate innovation and communication. Drawing on a collaborative project that gathered insights from over 120 global leaders and juxtaposing their responses with AI‑generated replies, we analyze how language functions as both medium and driver of innovation. Combining comparative close reading of human and AI outputs with theoretical lenses from rhetoric, argumentation, communication theory, and cognitive linguistics, the research investigates managerial questions about differentiation, the role of a Chief Innovation Officer, organizational culture, measurement of innovation, digital tools, open innovation, and the future of work.
• Methodologically, the paper integrates ChatGPT and Copilot outputs with empirical storytelling and case studies to reveal how prompt design influences problem framing, solution generation, and decision quality. Findings indicate that LLMs act as amplifiers of organizational discourse: well‑crafted prompts produce actionable, contextually relevant insights that complement executive judgment, while shallow prompting risks superficial or misleading recommendations. The analysis highlights prompt engineering as a core managerial capability that mediates human–AI collaboration and shapes innovation outcomes. Implications for practice include adopting prompt literacy, embedding LLMs into innovation workflows, and rethinking C‑suite responsibilities to include stewardship of AI‑mediated communication.
• The study concludes that technological advancement alone does not guarantee innovation; rather, communicative processes and language practices determine how organizations construct meaning, identify opportunities, and translate ideas into value. By positioning language at the center of innovation, this research offers a framework for leveraging LLMs to enhance strategic problem solving and organizational foresight. Future research recommendations follow below.

  JEL codes: A20, A22, C90, C93, L26, M10, M14, O30, O33, O36