Vilka utmaningar och möjligheter identifieras vid implementering av artificiell intelligens inom B2B- och B2C-företag? : En kvalitativ jämförande studie av hur implementering av AI kan generera värde för företag.

Sammanfattning

Abstract Date: 2025-06-03 Level: Bachelor thesis in Business Administration, 15cr Institution: School of Business, Society and Engineering, Mälardalens University Authors: Sofia Rosengren Borg (98/01/31), Emma Fasth (01/07/20), Santina Lövstrand (01/08/05) Title: What Challenges and Opportunities Are Identified in the Implementation of Artificial Intelligence in B2B and B2C Companies? A Qualitative Comparative Study on How the Implementation of AI Can Generate Value for Companies. Supervisor: Edward Gillmore Keywords: Digitalization, Digital Transformation, Implementation of AI, B2B & B2C Research questions: What opportunities and challenges arise in the implementation of AI within B2B and B2C companies? How can AI generate value for companies focused on B2B and B2C? Purpose: ​​The purpose of this study is to explore the opportunities and challenges that arise during the implementation of artificial intelligence (AI) within organizations. Additionally, the study aims to compare the differences and similarities in how AI is adopted and utilized in business-to-business (B2B) and business-to-consumer (B2C) companies. Method: An abductive approach combined with a qualitative research method was used to answer the research questions. Empirical data was collected through eight semi-structured interviews – four with respondents from a B2B company and four from a B2C company. All respondents have been involved in the implementation of artificial intelligence within their respective organizations. Conclusion: The study concludes that AI holds significant potential to improve efficiency and productivity in both B2B and B2C contexts. However the differences in trust, implementation depth, and leadership engagement influence the adoption process. Realizing the full value of AI requires education, support, and a clear strategy that encourages experimentation and organizational learning.