Ghost Framing Theory: Exploring the role of generative AI in new venture rhetorical legitimation

Despite the growing use of generative artificial intelligence (GenAI) in entrepreneurship, research on its impact remains fragmented. To address this limitation, we provide an integrative, entrepreneur-centered review of how GenAI influences entrepreneurs at each stage of the entrepreneurial process: (1) opportunity recognition and ideation, (2) opportunity evaluation and commitment, (3) resource assembly and mobilization, and (4) venture launch and growth. Based on our review, we propose the Empowerment-Entrapment Framework, which not only catalogs GenAI's benefits and costs throughout the entrepreneurial process, but also identifies potential trade-offs underlying GenAI's double-edged role. For example, GenAI may improve venture idea quality yet produce hallucinations and biases; boost entrepreneurial self-efficacy yet heighten overconfidence; increase functional breadth and self-sufficiency yet reduce prosociality; and enhance productivity yet diminish cognitive engagement, learning, and memory. We also identify features of GenAI that underlie these empowering and entrapping effects. Moreover, we explore boundary conditions that moderate GenAI's effects, including entrepreneurs' expertise, approaches to using GenAI, and personal traits and values. Beyond these theoretical contributions, our review and framework offer practical guidance for entrepreneurs seeking to use GenAI strategically while managing its risks.

Generative AI is reshaping the cultural infrastructures through which knowledge is found, synthesized, and held accountable. To make sense of this shift, scholars and policymakers reach for historical analogies of technologies such as the printing press, steam power or electricity. But these comparisons are typically imprecise about which property of the technology carries the comparison, and imprecise analogies produce imprecise governance by designing interventions against the wrong property of the system. This paper offers a diagnostic framework for analyzing how generative AI can transform epistemic and cultural practice. This paper offers a diagnostic framework for analyzing how generative AI can transform epistemic and cultural practice. We decompose each intervention into three coordinates: the epistemic site at which a technology acts, the governing logic by which it organizes its object, and the technical mechanism through which the logic is instantiated. This framework allows us to distinguish between structural cultural consequences, which follow from the mechanism itself, from contingent ones, which remain open to design and institutional choice. Applying the framework to information discovery and knowledge synthesis, we show how the shift from indexicality to inference and from editorial authority to statistical consensus produces specific, traceable cultural effects and reveals governance levers that gestalt analogy obscures.

The encounter between human reasoning and generative artificial intelligence (GenAI) cannot be adequately described by inherited metaphors of tool use, augmentation, or collaborative partnership. This article argues that such interactions produce a qualitatively distinct cognitive-epistemic formation, designated here as the Third Entity: an emergent, transient structure that arises from the transductive coupling of two ontologically incommensurable modes of cognition. Drawing on Peirce semiotics, Polanyi theory of tacit knowledge, Simondon philosophy of individuation, Ihde postphenomenology, and Morin complexity theory, we develop a multi-layered theoretical account of this formation. We introduce the concept of vibe-creation to designate the pre-reflective cognitive mode through which the Third Entity navigates high-dimensional semantic space and argue that this mode constitutes the automation of tacit knowledge - a development with far-reaching consequences for epistemology, the philosophy of mind, and educational theory. We further propose the notion of asymmetric emergence to characterize the agency of the Third Entity: genuinely novel and irreducible, yet anchored in human intentional responsibility. The article concludes by examining the implications of this theoretical framework for the transformation of educational institutions and the redefinition of intellectual competence in the age of GenAI.