From Hype to Habit: What are the drivers behind AI adoption in the consumer goods industry? A qualitative study on the factors enabling digital transformation within fast-moving consumer goods companies in emerging markets

Sammanfattning

Artificial Intelligence (AI) is a disruptive technology and a digital transformation that can have fundamental impacts on business and has become a source of value for various industries. This holds true for the Fast Moving Consumer Goods (FMCG) industry which is the subject of this thesis to investigate the factors influencing the decision to adopt AI technologies within the FMCG industry and within emerging markets and developing economies (EMDEs). Understanding the enablers and barriers specific to this context is vital for both theory and practice as these technologies are becoming an integral part of the digital business model and represent an opportunity to gain and maintain global competitiveness and bridge the gap between developing and developed economies through efficiency gains and cost savings. A qualitative, multiple case study methodology was employed, involving semi-structured interviews with key decision-makers with knowledge of AI and its adoption across three FMCG firms with operations in India and Southeast Asia. Data collection and analysis was guided through the TOE framework and thematic analysis. Findings indicate that factors such as perceived compatibility, data readiness, and IT infrastructure are critical technological enablers to the decision to adopt AI within FMCG, while barriers include quality of data, lack of technical expertise, and system integration issues. Organizational factors such as top management support, internal champions, and upskilling initiatives emerged as essential for successful adoption. Environmental influences, including regulatory constraints, local infrastructure, and competitive pressure, were found to vary in impact depending on market position and geography.