Employees’ Perceptions of AI Adoption during digital transformation: : A Case Study on Ethiopian Airlines

Sammanfattning

This study examines employees’ perceptions of Artificial Intelligence (AI) adoption during digital transformation at Ethiopian Airlines. As AI technologies become increasingly integrated into organizational processes, successful implementation depends not only on technological capabilities but also on how employees perceive, experience, and engage with these systems. Although interest in AI adoption has grown significantly, limited research has explored employees’ perspectives on the opportunities and challenges associated with AI in the workplace. To address this gap, the study adopts an interpretivist research philosophy and applies a socio-technical framework to examine the interaction between employees and technological systems. A qualitative case study design was employed, with data collected through semi-structured interviews involving eight employees from the Human Resources (HR), Information Technology (IT), and Sales departments. The data were analyzed using thematic analysis. The findings reveal that successful AI adoption is influenced by the interaction between technological capabilities, employee readiness, and organizational support. Participants generally perceived AI as a valuable tool for improving operational efficiency, supporting decision-making, and enhancing workplace productivity. However, challenges related to insufficient training, limited preparedness, and the need for continuous organizational support affected the effective use of AI technologies. The study emphasizes the importance of aligning technological systems with employees’ skills, work practices, and organizational strategies to facilitate successful AI adoption. It contributes to a deeper understanding of AI adoption during digital transformation in the airline industry and provides practical insights for organizations seeking to implement AI effectively.