This study-in-progress investigates the consumerization of IT (CoIT) in resource-constrained contexts and its potential for fostering employee-driven digital innovation in emerging economies. Drawing on adaptive structuration theory for individuals (ASTI) and the theory of diffusion of innovations (DOI), a comprehensive research model on the relationship between individuals’ digital ambidexterity and digital creativity is presented. A mixed-method approach to data collection and analysis is proposed. We contribute to the literature by extending an existing model with the moderating role of resource constraints. Furthermore, individuals’ empowerment with IT and the malleability of consumer information technology are also proposed to amplify individuals’ digital ambidexterity. Practically, this research aims to inform management in similar contexts to recognize and effectively manage CoIT as a digital innovation driver.