Bonetti Francesca, Montecchi Matteo, Plangger Kirk, Schau Hope Jensen
Fashion Business Research Centre, Fashion Business School, London College of Fashion, University of the Arts London, 272 High Holborn, London, WC1V7EV UK.
King's Business School, King's College London, 30 Aldwych, London, WC2B 4BG UK.
J Acad Mark Sci. 2022 Aug 19:1-22. doi: 10.1007/s11747-022-00896-1.
Many retailers invest in artificial intelligence (AI) to improve operational efficiency or enhance customer experience. However, AI often disrupts employees' ways of working causing them to resist change, thus threatening the successful embedding and sustained usage of the technology. Using a longitudinal, multi-site ethnographic approach combining 74 stakeholder interviews and 14 on-site retail observations over a 5-year period, this article examines how employees' practices change when retailers invest in AI. is identified as the process that undergirds successful AI integration and enables retail employees' sustained usage of AI. Unlike product or practice diffusion, which may be organic or fortuitous, practice co-evolution is an orchestrated, collaborative process in which a practice is co-envisioned, co-adapted, and co-(re)aligned. To be sustained, practice co-evolution must be recursive and enabled via intentional knowledge transfers. This empirically-derived recursive phasic model provides a roadmap for successful retail AI embedding, and fruitful future research avenues.
The online version contains supplementary material available at 10.1007/s11747-022-00896-1.
许多零售商投资于人工智能（AI）以提高运营效率或提升客户体验。然而，人工智能常常会扰乱员工的工作方式，导致他们抵制变革，从而威胁到该技术的成功嵌入和持续使用。本文采用纵向、多地点的人种志研究方法，在5年时间里结合了74次利益相关者访谈和14次现场零售观察，研究了零售商投资人工智能时员工的实践是如何变化的。实践共同进化被视为成功整合人工智能并使零售员工持续使用人工智能的基础过程。与可能是自然发生或偶然的产品或实践传播不同，实践共同进化是一个精心策划的协作过程，在这个过程中，一种实践被共同构想、共同适应并共同（重新）调整。为了持续下去，实践共同进化必须是递归的，并通过有意的知识转移来实现。这个基于实证得出的递归阶段模型为成功嵌入零售人工智能提供了路线图，以及富有成果的未来研究途径。
在线版本包含可在10.1007/s11747-022-00896-1获取的补充材料。
