Leading Through Transformation : Leaders’ Perceptions of AI in the Swedish Retail Industry

Sammanfattning

As Artificial Intelligence (AI) tools become increasingly integrated into retail organisations, it is essential to examine their impact on leadership practices and stakeholder engagement. This thesis investigates how leaders within Sweden’s physical retail industry perceive the impact of AI tools on leadership practices and stakeholder engagement, especially in relation to employees and customers. The study is based on a qualitative research method, employing semi-structured interviews with key representatives from Svensk Handel and leaders from retail organisations at the forefront of AI implementation. The findings show that retail leaders highly value AI tools to gain a competitive advantage, however, human decision-making and relationships are still valued. In addition, retail leaders need to adapt their leadership practices by fostering trust, effective communication, collaboration, and transparency, while also involving stakeholders in the adaptation to sustain and strengthen their engagement.