The Role of Generative AI in Modernizing Entrepreneurship Infrastructure Organizations (EIOs): A Qualitative Study

Purpose Entrepreneurship Infrastructure Organizations (EIOs) include chambers of commerce, startup incubators, accelerators, and consulting companies. There are very limited studies on the activities and effectiveness of EIOs. The potential of digitizing EIOs activities has received particularly little attention. The purpose of this study is to investigate the potential of generative AI to improve the work of B2B-focused EIOs, both internally and in their relationships with external market actors. The paper also evaluates key constraints, including data security, regulatory restrictions, and workforce challenges.Methodology/approach The study used a qualitative research design including semi-structured interviews with 23 professionals from 18 German EIOs that operate in B2B ecosystems. The data was analyzed using the Gioia methodology, allowing for the integration of existing theoretical constructs on generative AI in B2B markets with new insights from EIOs practice. Five propositions guided the study, focusing on the impact of generative AI on operational efficiency, expert roles, customer personalization, innovation culture, and the strategic positioning of EIOs in B2B networks.Findings The results show that generative AI tools improve EIOs efficiency by automating repetitive tasks (e.g. document creation, customer queries, or market analytics) and improved personalization in B2B service offerings. Contrary to the assumption that generative AI reduces the need for human expertise, this research shows that AI moves expert roles toward higher-value tasks, especially in strategic consulting and customer interactions. Successful adoption is more common in EIOs with strong innovation cultures, digital maturity, and B2B customer-centricity. However, challenges remain, such as data protection, gaps in staff AI skills, and the integration of AI with older systems.Research implications This study extends our understanding of the digital transformation of B2B ecosystems by proposing a conceptual framework that represents how generative AI is changing organizational processes, human-machine interaction, and B2B value co-creation. It emphasizes that, in complex B2B environments, generative AI complements, rather than replaces, EIOs. It also links theories of collaborative intelligence, organizational readiness, and business model innovation in B2B contexts.Practical implications B2B-focused EIOs can use generative AI increasingly to optimize workflows, provide real-time information to companies and startups, and create scalable, personalized support services. The proposed four-step roadmap – awareness, pilot testing, full deployment, and long-term optimization – offers a strategic path for B2B EIOs to responsibly and effectively integrate AI. EIO management teams are encouraged to invest in digital skills development, create AI-friendly cultures, and ensure compliance with evolving legal frameworks such as the EU AI Act.Originality/value/contribution This research is one of the first to explore generative AI in the context of B2B entrepreneurship infrastructure organizations. It provides empirical evidence and practical insights on how generative AI enables B2B service innovation, knowledge-intensive customer interactions, and improved strategic decision making. The results offer a balanced perspective on the additional role of generative AI in enabling EIOs future-proofing and strengthening their relevance in B2B digital ecosystems.