Abstract

This theoretical paper analyses the contribution of Generative Artificial Intelligence (GenAI) to sustaining organizational resilience in Small Cultural and Creative Enterprises (SCCEs). We argue that this effect is not direct but takes place along a sequential capability-based process. By combining Sociotechnical Systems, Media Richness, Dynamic Capability and Organizational Resilience theories, we hypothesize a model wherein GenAI initially enhances the strategic communication capability of the firm, by increasing the accessibility and reliability high quality specialized communicative functions. This technology-driven communication capability subsequently becomes a pivotal microfoundation through which the organizations’ dynamic capabilities—sensing, seizing, and transforming internal resources—are enhanced, and specifically in their capacity to sense environmental changes and explore new opportunities. It is this magnified adaptive engine that in turn leads to higher resilience and that is responsible for SCCEs’ improved ability to anticipate disruptions, deal with immediate shocks, and adjust over time. Therefore the framework redefines strategic communication as a core competency that can be augmented by technology, explaining theoretically how resilience building can emerge in communication-intensive, resource-scarce environments. This study provides a basis for subsequent empirical validation through methods such as structural equation modeling, and contributes practical guidance for SCCE leaders to interpret GenAI adoption as a strategic investment in adaptive infrastructure, and for policy makers to support the development of complementary capabilities within the cultural and creative industries.