AI between ambitious improvements and accelerated idiocy: a framework for capturing the advantages and disadvantages of AI projects

Abstract

Artificial intelligence (AI) is changing entire business models and markets, and we are arguably witnessing only the beginning of its impact on business-to-business (B2B) firms and markets. While new technologies and transformations have been core areas in the B2B marketing literature and, thus, theories, models and frameworks for managing digital innovation already exist, the managerial realities AI imposes on organizations are manyfold and potential impacts have arguably been listed in an unstructured, random and eclectic way. The purpose of this paper is to offer a framework structuring advantages and disadvantages of AI. Against this backdrop, the authors conceptualize a framework entailing 10 specific features creating a consolidated overview and reflecting the potentially paradoxical tensions between the advantages and disadvantages inherent in AI projects. The framework makes these tensions explicit and managerially addressable. The authors field tested the framework with 145 executives to judge its relevance and viability. The paper presents a field-tested framework which enables managerial practice and guides further research. The paper presents an inclusive framework that summarizes a wide area of arguments into a unique framework.