{"id":"https://openalex.org/W7124765109","doi":"https://doi.org/10.32664/icobits.v1.112","title":"Analyzing the Role of Generative Artificial Intelligence (GenAI) in Supporting Customer Discovery Activities in Early-Stage Software Startups","display_name":"Analyzing the Role of Generative Artificial Intelligence (GenAI) in Supporting Customer Discovery Activities in Early-Stage Software Startups","publication_year":2026,"publication_date":"2026-01-19","ids":{"openalex":"https://openalex.org/W7124765109","doi":"https://doi.org/10.32664/icobits.v1.112"},"language":"en","primary_location":{"id":"doi:10.32664/icobits.v1.112","doi":"https://doi.org/10.32664/icobits.v1.112","is_oa":true,"landing_page_url":"https://doi.org/10.32664/icobits.v1.112","pdf_url":"https://icobits.ubhinus.ac.id/index.php/ICoBITS/article/download/112/130","source":{"id":"https://openalex.org/S5407055032","display_name":"ICoBITS","issn_l":"3110-7176","issn":["3110-7176"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275169","host_organization_name":"Universitas Bhinneka Nusantara","host_organization_lineage":["https://openalex.org/I4405275169"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ICoBITS","raw_type":"journal-article"},"volume":null,"type":"article","is_traditional":true,"indexed_in":["crossref"],"open_access":{"is_oa":true,"oa_status":"hybrid","oa_url":"https://icobits.ubhinus.ac.id/index.php/ICoBITS/article/download/112/130","any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5086161567","display_name":"Ferry Panjaitan","orcid":"https://orcid.org/0009-0000-9091-492X","observed_orcids":["https://orcid.org/0009-0000-9091-492X"]},"institutions":[{"id":"https://openalex.org/I4405263114","display_name":"Institut Teknologi Del","ror":"https://ror.org/02r7z4c46","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405263114"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Ferry Ando H.O Panjaitan","raw_affiliation_strings":["Institut Technology Del"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Institut Technology Del","institution_ids":["https://openalex.org/I4405263114"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5123329555","display_name":"Krisnia Siahaan","orcid":"https://orcid.org/0009-0009-3558-8063","observed_orcids":["https://orcid.org/0009-0009-3558-8063"]},"institutions":[{"id":"https://openalex.org/I4405263114","display_name":"Institut Teknologi Del","ror":"https://ror.org/02r7z4c46","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405263114"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Krisnia Siahaan","raw_affiliation_strings":["Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia","institution_ids":["https://openalex.org/I4405263114"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5123321819","display_name":"Angelina Nadeak","orcid":"https://orcid.org/0009-0006-1237-6584","observed_orcids":["https://orcid.org/0009-0006-1237-6584"]},"institutions":[{"id":"https://openalex.org/I4405263114","display_name":"Institut Teknologi Del","ror":"https://ror.org/02r7z4c46","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405263114"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Angelina Nadeak","raw_affiliation_strings":["Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia","institution_ids":["https://openalex.org/I4405263114"]}]},{"author_position":"middle","author":{"id":"https://openalex.org/A5062590899","display_name":"Samuel Indra Gunawan Situmeang","orcid":"https://orcid.org/0000-0003-3070-0932","observed_orcids":["https://orcid.org/0000-0003-3070-0932"]},"institutions":[{"id":"https://openalex.org/I4405263114","display_name":"Institut Teknologi Del","ror":"https://ror.org/02r7z4c46","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405263114"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Samuel Situmeang","raw_affiliation_strings":["Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia","institution_ids":["https://openalex.org/I4405263114"]}]},{"author_position":"last","author":{"id":"https://openalex.org/A5034634672","display_name":"Mario E. S. Simaremare","orcid":"https://orcid.org/0000-0002-7873-6363","observed_orcids":["https://orcid.org/0000-0002-7873-6363"]},"institutions":[{"id":"https://openalex.org/I4405263114","display_name":"Institut Teknologi Del","ror":"https://ror.org/02r7z4c46","country_code":"ID","type":"education","lineage":["https://openalex.org/I4405263114"]}],"countries":["ID"],"is_corresponding":false,"raw_author_name":"Mario Simaremare","raw_affiliation_strings":["Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia"],"raw_orcid":null,"affiliations":[{"raw_affiliation_string":"Departement of Information System , Institut Teknologi Del , jl. Sisingamangaraja , Sitoluama Laguboti , Kab. Tobasa , Sumatra Utara , 22381 , Indonesia","institution_ids":["https://openalex.org/I4405263114"]}]}],"institutions":[],"countries_distinct_count":1,"institutions_distinct_count":1,"corresponding_author_ids":[],"corresponding_institution_ids":["https://openalex.org/I4405263114"],"apc_list":null,"apc_paid":null,"fwci":0.0,"has_fulltext":true,"cited_by_count":0,"citation_normalized_percentile":{"value":0.0,"is_in_top_1_percent":false,"is_in_top_10_percent":false},"cited_by_percentile_year":null,"biblio":{"volume":"1","issue":null,"first_page":"694","last_page":"700"},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13904","display_name":"Artificial Intelligence Applications","score":0.76419997215271,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},"topics":[{"id":"https://openalex.org/T13904","display_name":"Artificial Intelligence Applications","score":0.76419997215271,"subfield":{"id":"https://openalex.org/subfields/1702","display_name":"Artificial Intelligence"},"field":{"id":"https://openalex.org/fields/17","display_name":"Computer Science"},"domain":{"id":"https://openalex.org/domains/3","display_name":"Physical Sciences"}},{"id":"https://openalex.org/T12128","display_name":"AI in Service Interactions","score":0.11050000041723251,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T13151","display_name":"Business Strategies and Innovation","score":0.02419999986886978,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/generative-ai","display_name":"generative AI","score":0.9940000176429749},{"id":"https://openalex.org/keywords/customer-discovery","display_name":"customer discovery","score":0.8220000267028809},{"id":"https://openalex.org/keywords/early-stage-startups","display_name":"early-stage startups","score":0.8090000152587891},{"id":"https://openalex.org/keywords/software-startups","display_name":"software startups","score":0.9750000238418579},{"id":"https://openalex.org/keywords/large-language-models","display_name":"large language models","score":0.9549999833106995},{"id":"https://openalex.org/keywords/human-ai-collaboration","display_name":"human-AI collaboration","score":0.9629999995231628},{"id":"https://openalex.org/keywords/technology-adoption","display_name":"technology adoption","score":0.8330000042915344},{"id":"https://openalex.org/keywords/market-validation","display_name":"market validation","score":0.8820000290870667},{"id":"https://openalex.org/keywords/startup-founders","display_name":"startup founders","score":0.781000018119812},{"id":"https://openalex.org/keywords/indonesia","display_name":"Indonesia","score":0.7630000114440918}],"concepts":[{"id":"https://openalex.org/C41008148","wikidata":"https://www.wikidata.org/wiki/Q21198","display_name":"Computer science","level":0,"score":0.5964000225067139},{"id":"https://openalex.org/C39890363","wikidata":"https://www.wikidata.org/wiki/Q36108","display_name":"Generative grammar","level":2,"score":0.5162000060081482},{"id":"https://openalex.org/C56739046","wikidata":"https://www.wikidata.org/wiki/Q192060","display_name":"Knowledge management","level":1,"score":0.47690001130104065},{"id":"https://openalex.org/C139807058","wikidata":"https://www.wikidata.org/wiki/Q352374","display_name":"Adaptation (eye)","level":2,"score":0.43790000677108765},{"id":"https://openalex.org/C2777904410","wikidata":"https://www.wikidata.org/wiki/Q7397","display_name":"Software","level":2,"score":0.42179998755455017},{"id":"https://openalex.org/C2522767166","wikidata":"https://www.wikidata.org/wiki/Q2374463","display_name":"Data science","level":1,"score":0.41839998960494995},{"id":"https://openalex.org/C195094911","wikidata":"https://www.wikidata.org/wiki/Q14167904","display_name":"Process management","level":1,"score":0.4066999852657318},{"id":"https://openalex.org/C19351080","wikidata":"https://www.wikidata.org/wiki/Q1395034","display_name":"New product development","level":2,"score":0.3666999936103821},{"id":"https://openalex.org/C26760741","wikidata":"https://www.wikidata.org/wiki/Q160402","display_name":"Perception","level":2,"score":0.3644999861717224},{"id":"https://openalex.org/C167966045","wikidata":"https://www.wikidata.org/wiki/Q5532625","display_name":"Generative model","level":3,"score":0.35420000553131104},{"id":"https://openalex.org/C125308379","wikidata":"https://www.wikidata.org/wiki/Q363057","display_name":"Market segmentation","level":2,"score":0.34940001368522644},{"id":"https://openalex.org/C154945302","wikidata":"https://www.wikidata.org/wiki/Q11660","display_name":"Artificial intelligence","level":1,"score":0.32589998841285706},{"id":"https://openalex.org/C2985100168","wikidata":"https://www.wikidata.org/wiki/Q2005683","display_name":"Customer needs","level":2,"score":0.3068999946117401},{"id":"https://openalex.org/C529173508","wikidata":"https://www.wikidata.org/wiki/Q638608","display_name":"Software development","level":3,"score":0.30399999022483826},{"id":"https://openalex.org/C539667460","wikidata":"https://www.wikidata.org/wiki/Q2414942","display_name":"Management science","level":1,"score":0.29649999737739563},{"id":"https://openalex.org/C90673727","wikidata":"https://www.wikidata.org/wiki/Q901718","display_name":"Product (mathematics)","level":2,"score":0.29269999265670776},{"id":"https://openalex.org/C2779304628","wikidata":"https://www.wikidata.org/wiki/Q3503480","display_name":"Face (sociological concept)","level":2,"score":0.2870999872684479},{"id":"https://openalex.org/C27564746","wikidata":"https://www.wikidata.org/wiki/Q913709","display_name":"Market research","level":2,"score":0.2759999930858612},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.26989999413490295},{"id":"https://openalex.org/C2776915394","wikidata":"https://www.wikidata.org/wiki/Q5196451","display_name":"Customer engagement","level":3,"score":0.2655999958515167},{"id":"https://openalex.org/C107645774","wikidata":"https://www.wikidata.org/wiki/Q5467169","display_name":"Human resources","level":2,"score":0.2628999948501587},{"id":"https://openalex.org/C133462117","wikidata":"https://www.wikidata.org/wiki/Q4929239","display_name":"Data collection","level":2,"score":0.258899986743927}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.32664/icobits.v1.112","doi":"https://doi.org/10.32664/icobits.v1.112","is_oa":true,"landing_page_url":"https://doi.org/10.32664/icobits.v1.112","pdf_url":"https://icobits.ubhinus.ac.id/index.php/ICoBITS/article/download/112/130","source":{"id":"https://openalex.org/S5407055032","display_name":"ICoBITS","issn_l":"3110-7176","issn":["3110-7176"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275169","host_organization_name":"Universitas Bhinneka Nusantara","host_organization_lineage":["https://openalex.org/I4405275169"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ICoBITS","raw_type":"journal-article"},{"id":"pmh:oai:ojs2.icobits.ubhinus.ac.id:article/112","doi":null,"is_oa":true,"landing_page_url":"https://icobits.ubhinus.ac.id/index.php/index/article/view/112","pdf_url":null,"source":{"id":"https://openalex.org/S5407055032","display_name":"ICoBITS","issn_l":"3110-7176","issn":["3110-7176"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275169","host_organization_name":"Universitas Bhinneka Nusantara","host_organization_lineage":["https://openalex.org/I4405275169"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"3110-7176","raw_type":"info:eu-repo/semantics/article"}],"best_oa_location":{"id":"doi:10.32664/icobits.v1.112","doi":"https://doi.org/10.32664/icobits.v1.112","is_oa":true,"landing_page_url":"https://doi.org/10.32664/icobits.v1.112","pdf_url":"https://icobits.ubhinus.ac.id/index.php/ICoBITS/article/download/112/130","source":{"id":"https://openalex.org/S5407055032","display_name":"ICoBITS","issn_l":"3110-7176","issn":["3110-7176"],"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I4405275169","host_organization_name":"Universitas Bhinneka Nusantara","host_organization_lineage":["https://openalex.org/I4405275169"],"host_organization_lineage_names":[],"type":"journal"},"license":"cc-by-sa","license_id":"https://openalex.org/licenses/cc-by-sa","version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"ICoBITS","raw_type":"journal-article"},"sustainable_development_goals":[{"display_name":"Industry, innovation and infrastructure","score":0.4943999946117401,"id":"https://metadata.un.org/sdg/9"}],"study_designs":[{"display_name":"Observational Study","id":"https://openalex.org/study-designs/observational-study"}],"awards":[],"funders":[],"has_content":{"pdf":true,"grobid_xml":true},"content_urls":{"pdf":"https://content.openalex.org/works/W7124765109.pdf","grobid_xml":"https://content.openalex.org/works/W7124765109.grobid-xml"},"referenced_works_count":8,"referenced_works":["https://openalex.org/W2009434777","https://openalex.org/W3005717031","https://openalex.org/W4393278146","https://openalex.org/W4405971777","https://openalex.org/W4408698328","https://openalex.org/W4408741610","https://openalex.org/W4412130284","https://openalex.org/W4413906832"],"related_works":["https://openalex.org/W7167914199","https://openalex.org/W4408765399","https://openalex.org/W7111590381","https://openalex.org/W6986452747","https://openalex.org/W7164638983","https://openalex.org/W7042577103","https://openalex.org/W6983157434","https://openalex.org/W7005147725","https://openalex.org/W7106213210","https://openalex.org/W7125385933"],"abstract_inverted_index":{"Early-stage":[0],"software":[1],"startups":[2,157],"in":[3,110,150],"Indonesia":[4],"face":[5],"a":[6,13,26,98,138],"high":[7],"mortality":[8],"rate,":[9],"predominantly":[10],"driven":[11],"by":[12,37,75],"lack":[14],"of":[15,45,123,141],"market":[16,151],"need":[17],"and":[18,40,61,77,82,90,104,129],"ineffective":[19],"problem":[20],"validation.":[21],"While":[22],"Customer":[23,71],"Discovery":[24,72],"is":[25,34,115],"critical":[27],"phase":[28],"to":[29,58,69,117,136,158],"mitigate":[30],"these":[31],"risks,":[32],"it":[33],"often":[35],"hindered":[36],"limited":[38],"resources":[39],"time":[41],"constraints.":[42],"The":[43,94,112,132],"emergence":[44],"Generative":[46],"Artificial":[47],"Intelligence":[48],"(GenAI),":[49],"particularly":[50],"Large":[51],"Language":[52],"Models":[53],"(LLMs),":[54],"offers":[55],"new":[56],"potential":[57],"accelerate":[59],"iteration":[60],"analysis":[62],"within":[63],"this":[64],"process.":[65],"This":[66],"study":[67],"aims":[68],"identify":[70],"activities":[73],"supported":[74],"GenAI":[76,161],"analyze":[78],"the":[79,87,163],"adoption":[80,119],"levels":[81],"human-AI":[83],"collaboration":[84],"patterns":[85],"using":[86],"Human-AI":[88],"Collaboration":[89],"Adaptation":[91],"Framework":[92],"(HACAF).":[93],"research":[95],"methodology":[96],"employs":[97],"mixed-method":[99],"approach,":[100],"combining":[101],"quantitative":[102],"surveys":[103],"in-depth":[105],"interviews":[106],"with":[107],"startup":[108],"founders":[109],"Indonesia.":[111],"HACAF":[113],"framework":[114],"utilized":[116],"evaluate":[118],"determinants,":[120],"including":[121],"perceptions":[122],"technology,":[124],"compatibility":[125],"factors,":[126,128],"social":[127],"personal/environmental":[130],"factors.":[131],"findings":[133],"are":[134],"expected":[135],"provide":[137],"comprehensive":[139],"mapping":[140],"GenAI's":[142],"role":[143],"as":[144],"an":[145],"assistant,":[146],"collaborator,":[147],"or":[148],"co-creator":[149],"validation,":[152],"offering":[153],"strategic":[154],"guidance":[155],"for":[156],"effectively":[159],"integrate":[160],"during":[162],"initial":[164],"product":[165],"development":[166],"phase.":[167]},"counts_by_year":[],"updated_date":"2026-11-04T10:54:05.112534","created_date":"2026-01-20T00:00:00"}