Cultivating AI

: the role of corporate culture in AI integration: an empirical study on cultural dimensions and their impact on the adoption and acceptance of AI in consulting companies

Abstract

The increasing role of artificial intelligence (AI) in the workplace raises important questions about its optimal implementation. This thesis examines how organizational culture influences the adoption and acceptance of AI. Two key issues are examined: the cultural dimensions that impact AI adoption and acceptance, and the measures to foster an AI-accepting organizational culture. This thesis is based on qualitative research and includes interviews with 15 consultants across Germany. The results show that openness, a learning culture, empowerment and innovativeness have a positive influence on AI acceptance, while strong hierarchies, data protection concerns, skepticism towards AI and rigid structures have a negative influence on AI acceptance. Applying the Denison model partially confirms these findings and emphasize the importance of capability development, organizational learning, strategic direction and intent, creating change, goals and vision. In addition, this thesis identifies effective measures such as training, transparent communication, informal exchange formats, guidelines, use cases and monitoring to cultivate an AI-accepting culture. Finally, this thesis suggests that companies play an active role in shaping the future of human-AI interaction.

Date of Award	26 Jan 2024
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Filipa de Almeida (Supervisor)