Perceived impact of AI on decision-making within the Food and Beverage industry
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2025-06-25
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en
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This research investigates how professionals in the Dutch food and beverage (F&B) industry perceive the impact of artificial intelligence (AI) on the speed and accuracy of strategic decision-making. Despite the growing adoption of AI, little research has explored its role in strategic contexts. Guided by Herbert Simon’s theory of bounded rationality, this research examines how AI may enhance decision-making by mitigating human cognitive limitations. Using a qualitative research design, five semi-structured interviews were conducted with professionals in strategic roles, supported by secondary data analysis. The findings indicate that AI significantly accelerates data collection and insight generation, especially in the intelligence phase of decision-making. Participants also reported that AI improves decision accuracy by synthesizing large datasets and revealing patterns, while still requiring human oversight for context and judgment. While AI helps manage the inherent speed-accuracy trade-off (SAT), it does not fully resolve it. Overall, AI is perceived as a valuable support tool that enhances, but does not replace, human decision-making. This research contributes to both academic literature and managerial practice by clarifying AI’s perceived strategic value and its limitations within a high-stakes, fast-moving industry.
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Faculteit der Managementwetenschappen