This position paper explores the emergence and transformative impact of generative artificial intelligence and projects how organizations can adapt by optimizing their knowledge management for generative artificial intelligence integration. As a continuum to the data-driven age that has soared since the 2010s, generative artificial intelligence provides organizations with new opportunities to reap benefits by systematically processing and combining their unstructured data to gain a better understanding of what they know, which potentially leads them to make better informed, more consistent, and quicker decisions. Generative artificial intelligence models, especially Large Language Models, stand apart from other artificial intelligence models that merely predict or classify, by being capable of processing text-based data as its input and generating novel data as its output. Organization-specific generative artificial intelligence models can process unstructured data from various organizational sources, allowing the organization’s personnel to know significantly more about the organization’s proprietary knowledge, which could revolutionize knowledge work. To reap the potential benefits of generative artificial intelligence, organizations must be prepared to go beyond the simple acquisition of this new technology. In essence, the relevant information must be first identified, captured, organized, stored, and finally served for the organization-specific generative artificial intelligence model. Knowledge management may find itself in a driver’s position in this regard, as its academic and practitioner communities have explored for over three decades how organizations could identify and efficiently manage their key knowledge resources to create intra and extra-organizational value. For instance, the knowledge processes and knowledge management practices subsets of literature provide strong foundations for managers responsible for planning the steps organizations must take to re-assess and develop their knowledge management capability for generative artificial intelligence.