Starting in mid-2023, ITHAKA began investing in and engaging directly with generative AI in two broad areas: a generative AI research tool on the JSTOR platform and a collaborative research project led by Ithaka S+R. In this presentation, Kevin Guthrie (President, ITHAKA) and Beth LaPensee (Senior Product Manager, JSTOR) share early signals about how this technology-enabled evolution is beginning to take shape.