Unraveling technological ideologies Propensity towards AI chatbot adoption by intrapreneurs and entrepreneur
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2024-07-03
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en
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The rapid advancement and adoption of AI chatbots are transforming various industries, including banking, retail, and entertainment, by optimizing service management and reducing labor costs. Modern, more powerful chatbots employ language model-based AI, enhancing their efficiency and applicability. Understanding the factors that influence the adoption of this technology is critical for businesses aiming to leverage its benefits. This study investigates how the technological ideologies of entrepreneurs and intrapreneurs influence their willingness to adopt AI chatbots in customer service processes. It aims to bridge the knowledge gap between individual beliefs and the actual implementation of chatbots. This qualitative research employs in-depth interviews with entrepreneurs and intrapreneurs. The analysis focuses on identifying the relationship between participants' ideological leanings; categorized as luddite, human-centric, work machine, and techtopian, and their propensity to adopt AI chatbots. This study reveals that the technological ideologies held by entrepreneurs and intrapreneurs impact the willingness to adopt chatbot technology in their customer services. Entrepreneurs and intrapreneurs, driven by their innovation-oriented and risk-taking nature, exhibit varied attitudes towards language model-based AI, shaped by their ideological beliefs. Those with more technophilic ideologies tend to show less organizational inertia and are more willing to employ chatbots in their customer services. This research extends Kozinets' (2008) framework by identifying new ideological categories and providing a more nuanced understanding of adoption processes. The findings offer practical implications for businesses, enabling more informed decisions about AI implementation. By recognizing the impact of technological ideologies held by individuals, organizations can enhance customer service processes and overall effectiveness.
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Faculteit der Managementwetenschappen