Dynamic capabilities allow organizations to reconfigure organizational capabilities in response to turbulence in the business environment. Data is a precursor to many organizational processes, including sensing turbulence in the environment to make strategic corrections. Data that is generated digitally, digital data genesis, could be of higher quality than data generated through other methods. Since data is foundational to many organizational processes, high-quality data is essential. Digital data genesis is both a capability in digital data generation and a dynamic capability in turbulent environments. This paper will show that digital data genesis is a dynamic capability and explores the role of digital data genesis in providing firms with a competitive advantage.