Paving the way for AI Implementation in Professional Service Firms : Uncovering Affordances and Constraints

Sammanfattning

The technical advancement of new Artificial Intelligence (AI) has increased during the last decade due to larger data collections. As a result, AI investments within the private sector have increased significantly. However, previous research has demonstrated that many firms struggle to successfully implement AI, and most of these initiatives end in failure due to a lack of available frameworks. Therefore, this study aims to investigate the affordances and constraints a Professional Service Firm (PSF) must navigate to pave the way for the implementation of AI technologies. To fulfill the purpose of the study, semi-structured and unstructured interviews were conducted with respondents from a Swedish medium-sized consultancy firm. The company is labeled as a PSF and offer software solutions and strategies for organizational resilience and training readiness. Moreover, interview data and internal documents were analyzed through the combination of two theoretical frameworks, Technology, Organization and Environment (TOE) framework, and Technological Affordances and Constraint Theory (TACT). The results reveal several factors that influence the emphasis on implementing AI within the contexts of technological, organizational, and environmental. Trustworthiness and accuracy concerns, policies for the use of generative AI as well as competing with large tech firms are identified as key findings. The discussion delves into how these AI factors afford or constraint PSFs concerning AI implementation. Overall, successful AI implementation hinges on balancing these opportunities with the inherent risks and issues depending on PSF type and size. In conclusion, the findings result in a series of affordances and constraints that need to be addressed to pave the way for the implementation of AI technologies. The study contributes to current research by demonstrating a dual theoretical lens to identify factors that either afford or constrain the emphasis to implement AI. This research guides PSFs on how to leverage AI to enhance service offerings, improve operational efficiency, and gain a competitive edge by identifying the affordances and constraints within technological, organizational, and environmental contexts.