Aligning Ambition and Adoption: Exploring Individual and Organizational Adoption of AI

Sammanfattning

This thesis examines the organizational dynamics and employee perceptions that influence the adoption of artificial intelligence (AI) tools for internal processes within a large Swedish retail organization. While much prior research has emphasized consumer-facing applications, limited attention has been given to employee-level dynamics and internal adoption processes. Using a qualitative case study design, the study draws on the Technology Acceptance Model (TAM), the Unified Theory of Acceptance and Use of Technology (UTAUT), and the Technology-Organization-Environment (TOE) framework to explore both individual and organizational influences on adoption behaviors. As the analysis progressed, it became clear that deeper cultural and structural tensions shaped adoption outcomes in ways these models could not fully explain. Two key organizational paradoxes are identified: the Organizational Limbo paradox, where leadership expects bottom-up experimentation while employees await top-down support, and the Fragmented Engagement paradox, where grassroots initiatives remain isolated without formal mechanisms for scaling. Emotional concerns, workload pressures, and unclear expectations further shape adoption patterns. By introducing organizational paradox theory, the study provides a more nuanced understanding of why AI adoption may stall despite favorable conditions, offering theoretical insight and managerial guidance for aligning strategic ambition with actual adoption.