Generative AI and Organizational Sensemaking: Why Increased Intelligence Can Reduce Understanding
Abstract
This research investigates the paradox of Narrative Entropy™ in AI-augmented organizations. While generative AI increases content volume, it often erodes collective understanding and brand alignment. Through controlled enterprise pilots, this study identifies a 41% reduction in narrative alignment when AI-generated content exceeds a 60% production threshold. The paper introduces Provenance Architecture™—incorporating the MAHI Index™ and The Marketing Agent Decay Model (MAD-M™)—as a systemic framework to restore organizational sensemaking and ensure strategic coherence in AI-mediated environments.
Fields of Study & Subjects
AI in Service Interactions
Ethics and Social Impacts of AI
Innovation
Sustainability
Human-Machine Systems
Publication details
- Journal / source
- The Journal of Business and Artificial Intelligence
- Publisher
- AI Transformations
- Volume
- 3
- Issue
- 1
- Publication date
- 28 May 2026
- Language
- EN