Hindawi

Complexity
Volume 2022, Article ID 7796507, 14 pages
https://doi.org/10.1155/2022/7796507

Research Article
Future of Business Culture: An Artificial Intelligence-Driven
Digital Framework for Organization Decision-Making Process

Navaneetha Krishnan Rajagopal,1 Naila Iqbal Qureshi,2 S. Durga,3

Edwin Hernan Ramirez Asis ,4 Rosario Mercedes Huerta Soto ,5 Shashi Kant Gupta,6
and S. Deepak 7
1
Business Studies, University of Technology and Applied Sciences, Salalah, Oman
2
Department of Business and Administration, College of Business Administration,
Princess Nourah Bint Abdulrahman University, Riyadh, Saudi Arabia
3
KL Business School, Koneru Lakshmaiah Education Foundation, KL University, Vaddeswaram, Andhra Pradesh, India
4
Universidad Señor de Sipan, Chiclayo, Peru
5
Universidad Nacional Santiago Antunez de Mayolo, Huaraz, Peru
6
CSE, Integral University, Lucknow, Uttar Pradesh, India
7
Department of Accounting and Finance School of Business and Economics, Ambo University, Woliso Campus, P.O. Box 217,
Ambo, Ethiopia

Correspondence should be addressed to S. Deepak; [email protected]

Received 3 June 2022; Revised 30 June 2022; Accepted 4 July 2022; Published 30 July 2022

Academic Editor: Muhammad Ahmad

Copyright © 2022 Navaneetha Krishnan Rajagopal et al. )is is an open access article distributed under the Creative Commons
Attribution License, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is
properly cited.
Technological efforts are currently being used across a broad array of industries. )rough the combination of consumer choice and
matching principle, the goal of this paper is to investigate the prospective implications of artificial intelligence systems on
businesses’ outcomes. From an entrepreneurship standpoint, the research revealed that artificial intelligence systems can help with
better decision-making. What impact does the introduction of AI-based decision-making technologies have on organizational
policymaking? )e quirks of human and AI-based policymaking are identified in this research based on five important contextual
factors: precision of the choice search area, contribution to the innovation of the policymaking process and result, volume of the
replacement collection, policymaking pace, and generalizability. We create a novel paradigm comparative analysis of conventional
and automation judgment along these criteria, demonstrating how both judgment modalities can be used to improve orga-
nizational judgment efficiency. Furthermore, the research shows that, by involving internal stakeholders, they can manage the
correlation among AI technologies and improve decision for businessmen. Furthermore, the research shows that customer
preferences and industry norms can moderate the link between AI systems and superior entrepreneurial judgment. )e goal of
this work is to conduct a thorough literature analysis examining the confluence of AI and marketing philosophy, as well as
construct a theoretical model that incorporates concerns based on established studies in the areas. )is research shows that, in a
setting with artificial intelligence systems, customer expectation, industry standards, and participative management, entre-
preneurial strategic decisions are enhanced. )is research provides entrepreneurs with technology means for enhancing decision-
making, illustrating the limitless possibilities given by AI systems. A conceptual approach is also formed, which discusses the four
factors of profit maximization: relationship of AI tools and IT with corporate objectives; AI, organizational learning, and decision-
making methodology; and AI, service development, and value. )is study proposes a way to exploit this innovative innovation
without destroying society. We show real-world examples of each of these frameworks, indicate circumstances in which they are
likely to improve decision-making performance in organizations, and provide actionable implications into their constraints. )ese
observations have a wide variety of implications for establishing new management methods and practices from both academic and
conceptual viewpoints.
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
2 Complexity

1. Introduction latest period, the vast volume of data generated in various

formats has been quicker now than ever. It advocated for the
Organizational behavior and behavioral economics have use of new technologies in order to accelerate technological
long debated how to construct managerial decision that developments such as computing processing capacities and
would be, where certain, but when, like, and how to originate the development of new AI techniques [5]. Businesses can
and incorporate choices regarding classes of individuals. utilize AI to process in the form of these breakthroughs
Herbert Simon defines the method of choosing the variant [6, 7].
that is expected to occur in perhaps the most preferable AI is less susceptible to selection dissonance than people.
option from a set of available options. )is technique in- Even if the results are counterintuitive to our multiple
cludes identifying and documenting the possibilities, viewpoints, AI can be taught to locate population sections
assessing their significance, and assessing the appropriate- that better describe variation at delicate levels. )ousands, if
ness and insufficiency of each set of results. Businesses can be not millions, of categories are no problem for AI. And AI is
conceived of as “judgment systems” that must be organized perfectly capable of dealing with nonlinear relationships of
to meet organizational goals. Identifying the right judgment any kind, including exponentially dynamic equations,
framework for your company, for instance, deferring choices geometrical sequences, and binomial probabilities.
to specialists or combining the judgments of a bunch of )e approach shown in Figure 1 provides an excellent
participants, has a big impact on how well it runs. While the use of the evidence and draws more reliable and unbiased
challenges of developing judgment frameworks that influ- inferences. It can assist in finding the optimum ad creativity,
ence actual participants are very well, a primary motivating commodity quantities, and investment portfolios to make.
factor underlying AI’s explosive development has been the While individuals are no longer affiliated, it is important to
prospect of speedy, specific, reproducible, and minimal note that AI-driven activities are not just about mechani-
decisions with accuracy surpassing human understanding. zation. Sure, it might save money, but that is just a bonus.
While AI’s rising usage bears witness to its multiple veri- )e value of AI stems from its ability to make better de-
fiable positives, its usage in executive decision necessitates a cisions than humans. As a result, effectiveness is significantly
complete understanding of its abilities and weaknesses. improved, and new possibilities are introduced.
Executives that employ AI to make judgments are eventually Humans are not outdated only because they are removed
responsible for their choices. Current revelations and evi- from processes that only entail the analysis of structure data.
dence suggesting from the research showed, however, that Many business choices are based on factors other than
using AI-based judgment may introduce and worsen a organized data. Long-term goals, business strategies, orga-
plethora of major and often concealed biases and barriers to nizational ideals, and competitive dynamics are all instances
evidence brought, responsibility, and openness, jeopardizing of knowledge that exists only in our thoughts and is
faith in AI-based decisions. Despite the attractiveness of transmitted through heritage and other quasichannels. )is
intelligent decision-making, institutional culture develop- information is unavailable to AI but crucial to business
ment is a topic of discussion. decisions. For instance, AI could identify the optimal in-
Certain businesses have embraced a “statistics” per- ventories realistically in order to optimize revenues. In a
spective to operational decision-making. Analytics can assist competitive setting, however, a corporation may choose to
you in making smarter judgments, but you will need the keep higher inventory levels to deliver a better customer
right technology to do so. Many individuals assume that the experience at the expense of earnings. In other circum-
processor is a human being. According to the term “in- stances, AI may calculate that increasing marketing
formation,” data are vetted by—and summarized for—hu- spending will provide the best return on investment among
mans to comprehend. Firms should, nevertheless, adopt the options accessible to the organization. However, in order
artificial intelligence (AI) into their activities and, in some to maintain quality standards, a corporation may choose to
situations, eliminate individuals from the mix in order to limit growth. Individuals have more knowledge in terms of
fully comprehend the value of data. Processes based on data tactics, ethics, and economic conditions; hence they may
must make room for AI-driven frameworks. Firms in the deviate from AI’s objective reasonableness. In such cases, AI
electronic era need to know long waits and, as a result, a can be used to generate possibilities from whom individuals
better awareness of a dynamic market than in past eras. can select the best one depending on the supplementary
Depending upon the perspective, numerous companies have information available. )e order in which such operations
implemented advancing technology to attain high effec- are carried out is case-specific. Sometimes AI is the first to
tiveness and a strategic edge [1]. Between all these ad- relieve human workload. Human judgment can also be used
vancements, AI has taken center stage [2], garnering the as an input to AI processing in some situations. )ere may
attention of both research and industrial applications. )e be iteration between AI and human processing in various
potential of a machine to adapt from its lessons, respond to circumstances (see Figure 2). )e point is that people are
different inputs, and conduct human-like behaviors is de- interacting with the possibilities created by AI’s data pro-
scribed as AI [3]. AI may now be one intellectual force with cessing rather than the data itself. Our approach to rec-
the fullest chance for upheaval, as per [3]. Likewise, AI is a onciling our decisions with objective rationality is through
critical multipurpose technology in the area of [4]. In the values, strategy, and culture. )is is best accomplished in an
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 3

MACHINE

BUSINESS
BIG DATA AI
DECISIONS

Figure 1: AI-driven workflow.

Other
MACHINE Information

BIG POSSIBLE Human Business

AI
DATA ACTIONS Judgement Decisions

Figure 2: AI and human judgment-based DM model.

open and knowledgeable manner. We can make better 1.1. Research Gap and Challenges. Recently, the study of AI
decisions by combining AI and humans, rather than relying has become a growing field. AI and organizations, AI and
solely on one. judgment, and AI within KIFs, yet let alone AI with
Firms are born and formed as a result of the serious structuring organization and judgment within KIFs, have
consequence up and define their strategy. Strategy received little interest from scholars. Many academics
implementation is a continual and sophisticated process studied the topic of ES, an AI methodology, in the 1980s and
since companies invest in diverse systems, and decisions 1990s, but it appears that the current tendency is to research
can have explicitly or implicitly consequences on par- the AI technologies world in general. Because of this, when
ticipants [8]. Choices made in the presence of risk are studying the literature on AI, we noticed a surge in the
distinguished from those made in the face of uncertainty, publication of studies discussing ES and AI in the 1980s and
according to conventional causal inference. In the first 1990s, but this surge subsided until this past decade. Due to
group, all conceivable outcomes, including their chances the Second Machine Age’s restricted computing power and
of occurring, are known and statistically or empirically storage, as well as a dearth of data, AI faced a winter
available. Several factors, however, influence the level and throughout the 1990s and the first decade of 2000. To the
kind of uncertainty in strategic organizational choices that state of the art, the survey has thus far mostly concentrated
fall into the latter group [9]. To handle complexity, such on the use of AI in certain sectors or functional departments.
decisions must be made in an adaptive way, which or- According to Martnez-López and Casillas (2013), who
ganizations enable by introducing hierarchies and de- performed an outline of AI-based implementation within
partments to specify roles. While this enhances business markets, and Syam and Sharma (2018), who looked
operational decision speed and efficiency, it has been at the effect of AI and machine learning on profits, some
discovered that having a variety of perspectives, experi- researchers have performed a thorough search about the use
ences, and knowledge improves the quality of strategic of AI inside a singular purpose of the venture. Design and
judgments [9]. research approaches have recently encouraged the
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
4 Complexity

establishment of innovative management practices as well as processing and interpretation and learns to accomplish
program management, civic engagement, marketing, and certain objectives by permitting suitable adaptability [12]. In
use of social media, among other things. fact, the use of AI is more and more ingrained in our daily
According to this perspective, the term “change initia- lives, and its applications in the corporate world are growing
tives” refers to a concept that covers cutting-edge problems in importance. Human attention is a finite resource in and of
and procedures for innovative processes [10]. )e term itself, and AI has already started taking over jobs that for-
“intellectual capital” relates to the governance of expertise, merly required administrative involvement. According to
the administration of process innovations within organi- McKinsey (2017), useable AI is “the next frontier,” and its
zations, and the innovation-centered processes that draw on emergence has been dubbed one of the most significant
outside ideas to promote effective innovation. )erefore, evolvements ever since industrialization. Today, AI is
open innovation advises businesses to go beyond their starting to become an essential part of company expansion,
comfort zones while developing their strategic innovations driving a significant increase in mechanization. Some
by collaborating and forming collaborations with various judgments in the promotional interaction with stakeholders
institutions, individuals, and specialists. )e boundaries of are already automated by AI. )e paper makes the claim that
open innovation, according to some writers, need to be AI can be used as an efficacious response to external un-
studied and debated in terms of risk, processes and practices, certainties of big datasets and unclear climatic circumstances
administration, communication, economics, or techniques, and was an appropriate reaction to the situational factors of
even if open innovation has been thoroughly researched in insufficient management consciousness, based on the pre-
academic study. liminary research results of [12]. It would be worthwhile to
McCarthy originally used the phrase artificial intelli- look into the use restrictions, such as corporate culture and
gence in 1956, defining it as “the science and engineering of digital readiness. )e idea that all businesses are created
creating intelligent machines.” Since then, there have been equally surfaced during the interviews. Further investigation
moments of false optimism and cycles of success. AI re- is required to determine the conditions under which busi-
searchers were confident in their projections of their success nesses will truly profit from utilizing AI and more specifi-
in the near future from the start, based on intriguing cally if the expense and effort required to implement change
findings. Instead, the development of AI took longer than would be worthwhile.
anticipated and was dependent on shifting research prior- )e pace of innovation and intelligent systems has had
ities throughout time, including eras where new approaches a significant impact on the B2B ecosystem over the past
were introduced and old ones were improved. However, in ten years. )e adoption of methods and software that
the past ten years, the enormous amount of data being make use of artificial intelligence (AI) to improve oper-
produced at a faster rate than ever before necessitated the ational efficiencies and effectiveness by autonomous al-
creation of new technologies, which sped up the advance- gorithms or networks has been one of the most massive
ment of science and technology, including an increase in modifications. Integrated environments, where research
computational processing. Performing tasks that are simple methodology is essential for effective approaches and
for a human to complete but difficult to formalize in terms of where AI plays a significant role, decide the next business
numerical constraints was (and remains) a major difficulty problems (Saura and Ribeiro-Soriano) [13]. Since data-
for AI in its early stages [11]. )e challenge of formulating driven decision-making processes are becoming more
guidelines to explain this kind of activity suggested that AI prevalent in the corporate world, it is crucial for business
systems needed the capacity to spot trends in information success to develop and use customer relationship man-
and develop their own knowledge. Machine learning is the agement systems (CRMs) correctly. However, despite its
capability that allows computer-based programs to intui- potential and advantages for businesses, AI is difficult to
tively recognize trends in information and to behave without deploy technically. )ere is a void in the literature sur-
being explicitly programmed. As a result, AI research has rounding the identification of the uses that specifically AI-
progressed not only in the direction of process rules that based CRMs can offer to the B2B digital marketing eco-
humans previously specified for replicating people’s be- system, despite the fact that the use of CRM in B2B
havior to make judgments but also in the path of emulating marketing has been investigated and debated in the past,
human experience. as was previously mentioned.
Today, fresh data are produced quickly, providing In light of the aforementioned, our study intends to
possible input for developing strategies. )is easy access to a provide knowledge relating to the role of AI in developing
lot of data comes with its own set of complications. Large marketing strategies and to offer managerial and academic
amounts of data must be transformed into workable options insights by exploring whether and how AI might influence
as part of the strategy-building process in order for decisions the development of marketing strategies [4, 14]. )e authors
to be made. Strategic decision-making, however, continues answer this question using a contingency theory approach,
to be a cognitively taxing process that necessitates the ac- doing an exploratory investigation to confirm the current
curate identification of and selection from among viable situation, and looking for any potential insights into po-
possibilities. Human decision-makers frequently choose tential future applications. )e following is the structure of
from limited possibilities based on their existing knowledge this paper. )e methods used to carry out the literature
base in the interest of time rather than optimizing. On the review based on the gaps identified are described in Section
other side, AI offers a methodical capacity for data 2. )e results of the article analysis are then provided in
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 5

Section 3. )e final portion discusses the findings and future chances are not agreed upon or perhaps analyzed exten-
research directions. sively, necessitating additional studies.
Figure 4 depicts an equivalent curve, presuming that
2. Research Survey and Methodologies observation is more closely linked to planned rationality,
whereas understanding and reacting necessitate the inclu-
As stated in the media, the state of the art is not necessarily sion of other experienced and recording systems. )ere is no
ready for every application. )e hype curve, which Gartner comprehensive definition of an AI application. Different
publishes on a regular basis, has proved very useful in aspects of intelligence are thought to exist in humans, and
defining the readiness of various technologies. )e hype according to Nilsson’s description and the rational behavior
curve indicates when a technology is ready and when it continuum (see Figure 4), AI applications span from simple
reaches a high level of production. )e graph in Figure 3 to complicated [18]. Table 1 shows the literature carried out
depicts the hype curve for new technologies based on a 2019 on various dimensions of AI application in an organizational
assessment. Many of the terms associated with artificial context.
intelligence are still a few years away from becoming
commonplace. 3. AI-Driven Framework Methodologies
In terms of developing financial returns, Borges et al. and Analysis
[15] undertook academic analysis to evaluate the association
between AI and policy. In view of this, the objective of this By improving consumers’ perception and engagement with
report was to narrow the gap by undertaking a thorough digital strategy-based applications, AI solutions can help
systematic review concentrating on the interplay of AI and businesses gain a competitive advantage. Entrepreneurial
market tactics, incorporating modern practice with frame- orientation through the development of new products will
works, showcasing anticipated results, complexities, and supply innovative features focused on the social cognitive
possibilities, and kicking off a conversation about future capabilities of the AI age. )e end result is often that combat
studies. By picking publications from peer-reviewed journals and mental preparation should focus on securing the in-
and conference proceedings, they developed a system for troduction of AI to produce ground-breaking goods and
introducing research gaps. providers. Incorporating next-generation AI technologies
Caner and Bhatti [16] analyzed peer-reviewed scientific having a well-defined electronic Internet business strategy
journal manuscripts to construct a conceptual framework that features company objectives, efficiency, and legislation
for predicting AI organizational strategy. Only research can give businesses competitive by nature benefits. )e
articles between 2015 and 2019 were considered. )ey found preexisting research has determined a good base, and the
that AI capabilities and constraints, economic arrangements literature comment could today be utilized to create a
and AI, organizational units and AI, personnel, sectors, and theoretical style. It assisted the audience with a definite
AI, and AI laws and morals are the crucial parts of the AI indication of the problem by utilizing a suitable experi-
business model. mental method to evaluate the information in thirteen posts
A literature evaluation by Trunk et al. [17] examined the together with the aim of isolating the suggestions to become
correlation between AI as well as decision-making in quickly incorporated within the categorization of all of the publi-
transforming company scenarios. )e writer completed a cations (Figure 5).
textual evaluation of peer-reviewed newspapers to provide As previously stated, tactical policymaking falls under
an introduction to the preexisting scientific studies which the heading of uncertain conclusions. Apiece substitute is
investigated the possibility of linking AI to difficult factors. given a probability and utility level in order to make the
Results are provided inside a conceptual viewpoint, which optimal decision, and the option with the uppermost biased
demonstrates exactly how people are able to make use of AI value is picked. Coherence, conditionalization, and com-
within powerful scenarios in addition to consequences and pletion are characteristics of probability levels. )e influence
hurdles to look at. of frequency is referred to as coherence. Expertise grows as a
Models are referred to as AI when compared with tra- result of a huge recurrence of analogous claims in analogous
ditional quantitative theories, which is described as cor- situations, which molds the assessment in a given direction.
poreal and precise software applications which could deal )e amount of people included is referred to as convergence.
with intricacy. )ere are different research and opinions on )e control body is expected to rise as this number grows.
whether AI may be just like the man mind in decision- We try comparing the characteristics of AI along five key
making; however, the methods taken into account differ in decision-making circumstances before attempting to ad-
terms of focus, expertise, and then purpose. Models are dress the administrative models by which mortal and AI-
components of manufacturing operations to help human based decision-making can be merged: precision of the
beings for ages; therefore, including know-how straight into search area, understandability of the policymaking processes
company is not a brand new occurrence. Devices, none- and outcomes, size of the alternate solution collection,
theless, are much more of something completely handled by policymaking tempo, and replicability. )e features of hu-
people as well as much less unique compared to groups in man and AI-based policymaking under these settings are
genuine cultural connection scenarios. AI proposes that summarized in Table 2.
devices respond and also respond to people, a change within Our comparability of standard, as well as AI-based
the human-machine connection. Possibilities as well as strategic preparation, indicates a framework that
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
6 Complexity

Gartner Hype Cycle for

Emerging technologies, 2019

Biochips
AI PaaS
5G
Edge Analytics
Autonomous Driving Level 5
Low-Earth-Orbit Satellite Systems
Edge AI Graph Analytics
Explainable AI
Personification
Knowledge Graphs Next-Generation Memory
Synthetic Data 3D Sensing Cameras
Light Cargo Delivery Drones
Transfer Learning Emotion AI
Expectations

Flying Autonomous Vehicles

Augmented Intelligence Autonomous Driving Level 4
Nanoscale 3D Printing
Decentralized Autonomous
Organization DigitalOps
Generative Adversarial Adaptive ML
Networks
Decentralized Web
AR Cloud
Immersive Workspaces
Biotech - Cultured
or Artificial Tissue

Peak of
Innovation Inflated Trough of Slope of Plateau of
Trigger Expectations Disillusionment Enlightenment Productivity

Time

As of August 2019
Plateau will be reached:
less than 2 years
2 to 5 years
5 to 10 years
more than 10 years
obsolete before plateau

Figure 3: Gartner hype chart.

demonstrates the way in which the modalities could be Resolving these challenges will involve the collaboration
mixed to improve the usefulness of strategic preparation. of lawmakers, academics, corporate executives, and com-
Within our strategy, the 3 important organizations are putational decision-making system designers. A starting
complete human AI delegation, crossbreed human AI as well place for this kind of try will be the realization that su-
as AI human sequential choice producing, and also aggre- pervisors are able to designate power to AI, however, not
gated human AI choice-generating (see Figure 6). accountability. Enterprise supervisors have to find out how
growing authorized buildings such as ∗ RB_IN∗ the Euro-
pean General Data Protection Regulation (GDPR) is able to
3.1. AI Structures. Complete abdication frameworks, which change algorithmic quality, fairness, openness, and ac-
are equivalent to organizational contexts where leaders countability as well as attend a hands-on method of
transmit choice authority to personnel professionals, use AI- guaranteeing the moral page layout of computational choice
based techniques to make choices without human assistance. producing realizing the benefits of total envoy to AI-based
But on the other hand, intellect retains influence over the stakeholders while reducing the chances. Types of these
conclusion. When the dimensionality on the realization is pursuits incorporate switching to fresh new details con-
now much less valuable compared to the generalization re- structivist coaching strategies as well as leading to the de-
liability, the substitute approach established is great, the velopment of completely new methods for reasonable,
decision-making speed is crucial and brought on by organic transparent, and responsible algorithms.
verdicts, and the total envoy is very beneficial. )ere are severe People as well as AI-based solutions can make options to
drawbacks to deferring decision-making to AI. Scientific come down with diverse selection methods consecutively,
studies show that printer mastering algorithms are able to using the end result of just one policy developer moving in
master from Internet textual materials and then replicate the ingestion of other people. )e company planners are able
concealed man prejudices from gender and race, to come up to take advantage of the strengths of equally AI as well as
with insights as well as generate choices (see Figure 7). man strategic preparation of crossbreed methods, though
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 7

sig ht
ith fore
ly and w
iate
ropr
on app
f un c ti
to
ility
pab
= ca
nce
llige
Inte

continuum of rationality
intention intuition
(conscious) (unconscious)

heuristics

perception interpretation actions

politicality of environment / complexity of decision type

degree of intensity
low high

Figure 4: Continuum of rational behavior.

Table 1: Categorization of publications based on organizational environment and the implementation of AI component.
Feature of AI domain References cited
Decision-making process Akthar et.al., 2019, and Duan et al. [3]
Stakeholder relationship Carbone et al. [8], Trunk et al. [17], and Sujata et al. [7]
Machine-to-machine communication Balog et al. [2] and Lich et al. [4]
AI and machine learning in organization Yin et al. [14] and Goralski and Tan, 2020

they might additionally earn more intense every other’s estimation of the smartest choice. )e framework pertains
flaws. )e analytic options as inputs to man choice pro- nicely to instances in which man choice creators work with a
ducing and man choices as inputs to computational strategic top self-belief within a tiny group of ideal options, but
preparation are 2 stylized crossbreed components that are analyzing that little established efficiently demands the
analyzed. computation of big details sets or maybe the thing to
Information gathering technique for human decision- consider of crucial stakeholders more than an extended time
making: strategic options. )is particular building moves period. )e places where people are unsure regarding the
within 2 phases. Within the initial action, the original group perfect option are coming from a few of choices; this par-
of options is put through AI-based policymaking. AI pro- ticular framework is able to take advantage of the predictive
vides a filtering system, getting rid of identical or maybe opportunity of algorithms effectively.
unsuitable choices, as well as delivering in the 2nd stage a Equally, individuals and AI policymakers are given portions
subset of practical alternatives which a man policy developer or choices of choices in between the distant relative abilities in
picks because of one of them. this particular product. AI-based judgments and the person are
Strategic planning uses human decisions as input. In this next incorporated utilizing an aggregation method like demo-
structure, people policymakers first target a specific number cratic greater part or maybe typical right into a communal
of possibilities from a higher proportion and additionally judgment. In this regard, the AI-based policy developer could be
send out the mailing list to AI algorithms for selection and viewed together with the reasoning crew’s choice that influences
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
8 Complexity

Alignment

Business Strategy IT Strategy

Decision Support Artificial

Process Intelligence

New product & Machine Learning

Firm performance,
service value and
development Deep Learning sustainability
process
Big Data
Capabilities
Digital
technologies

Figure 5: Conceptual framework.

Table 2: Personnel versus AI-policymaking process.

Conditions AI Human
A well-defined selection feature selection with precise
Specificity It allows for a broad and vague decision-making environment.
optimization algorithms is required.
)e intricacy of the representations might make Decisions can be explained and interpreted; however, they are
Interpretability
interpreting the choice and consequences challenging. susceptible to retrospective interpretation.
Insufficient ability to analyze a wide variety of choices
Size Massive variant combinations can be handled.
consistently.
Speedy in comparison. )ere is a minimal balance
Speed Slow in comparison. )ere is a massive trade among exactness.
among precision.
Because of the regular computational approach, the Interpersonal and transcharacteristics such as variances in
Replicability decision-making process and outputs are highly knowledge, attentiveness, background, and the judgment
repeatable. producer’s psychological response make replication susceptible.

Decision
Making
Structures

Aggregated
Human-AI
Full Human to AI Decision
Delegation Making

AI - Human
Sequential
Decision
Making

Figure 6: Structures related to AI.

the end result of a situation. Because of the pros and cons of 3.2. Key Challenges in Using AI-Frameworks in Organization
individuals in addition to AI-based policymakers, individuals Decision-Making Process. Although “it is not like every
and AI-based policymakers are able to concentrate on different strategic decision requires the use of science,” AI knowledge
or even disagreeing facets of the options. has been shown to be essential in understanding when,
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 9

Motivation

Delegation
Trust Difficulty
Decision

Risk

Figure 7: Data delegation process.

where, and why to include AI into operating models. AI organizational process implies a shift in rational decision
literacy, according to researchers, is a deep awareness of the roles. According to the study, they become managers.
technology and its capabilities and limitations, which is often AI deployment considerations at agencies are based on
lacking. Scholars have stated that involving personnel who the operational aim that the innovation is advancing. As
would be exaggerated by AI incorporation, rather than just illustrated in Tables 3 and 4, the administration may achieve
top administration, is critical to increasing AI literacy be- better successful outcomes by using a three-part structure in
cause acceptability varies at different levels. Stakeholders which AI risks vary depending on the requirement for
have been shown to need to feel a sense of ownership, and human decision.
they can define their position by acquainting themselves )e sophistication of the task grows, and so does the
with the skill and energetically contributing to the inte- need for effective prevention technologies; according to the
gration. As a result, according to the literature, education report’s findings, “confiscating the possibilities and trying to
and training are critical tasks. Capabilities, in particular, mitigate the dangers connected with trying to adopt auto-
have been stated towards becoming extremely relevant as AI mated tools includes paying great consideration to the
enters managerial decision, with an emphasis on employee contest among innovation and endeavor.” )is continuous
training in collaboration, inventiveness, and excellent rea- spectrum approach can assist government in determining
soning. AI should be introduced progressively as expertise which tasks can be automated rapidly and which ones de-
and comprehension of the technology increase. Personnel mand more preparation and collaboration with professional
get used to using it for jobs that used to be done by com- and corporate Allies.
puters. Clarity, which is described as “documentation insight
into the nature and exchange of information, and also the 4. Results and Discussions
circumstances with which it is interpreted” to reach a
consensus, is also necessary for successful adoption and use. )e Gartner AI survey showed that 17% of firms use AI-
)e publications in this genre recommend assembling a based tools for managing HR activities, and this percentage
varied introductory team composed of new and seasoned will increase to 30% by 2023. 60% of firms that employ AI
business managers, as well as individuals who have obtained use it for the decision-making process (see Figure 9.)
adequate guidance. Governance, according to scholars, is Based on the above structures involved in the effective
responsible for establishing an appropriate introductory decision-making process in firms, it is evident that AI
team and giving guidance throughout the approach. performs better when compared to decisions upheld by
By presenting the material of the techniques for dealing, professionals. Figures 10 and 11 and Table 5 depict the
the paradigm examines the recent academic debate on ac- effectiveness of AI tools in the decision-making process.
tivities and, on the other hand, has been proven to be de-
pendent on the AI application in question, as seen in 5. Implications for Further Research
Figure 8. Furthermore, while utility calculations are claimed and Practice
to be human-dependent, researchers argue that AI can
predict how each option alternative will affect the company 5.1. Implications. To effectively use and utilize the potential
or its partners. )is could have an impact on the weighing of of AI to manage knowledge, it is crucial to understand how
options, for which AI can also perform pure mathematical AI enables various categories of knowledge. )e authors of
calculations. )e final choice, on the other hand, must be this paper want to advance knowledge and open up new
made solely by the human decision group. avenues for investigation into the application of AI to
Organizational architecture and resource distribution strategy development. )e outcomes show that AI may
have an impact on application selection. However, research support, replace, or supplement human decision-making
reveals that this effect is reciprocal, meaning that AI ap- when developing marketing strategies. It particularly serves
plications have an impact on the definition of organizational to emphasize the possibility of a beneficial partnership be-
structures. Like a nutshell, utilizing AI to aid in this essential tween management and machines. )e study has offered
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
10 Complexity

INPUT PROCESS OUTPUT

Assign
Collect Interpret Define Utilities & Wait &
Define Goal Goal
Information Information Alternatives Probabilites Decide

Continuous Knowledge Management

AI Literacy & Data Transperancy

Organizational
Ethical Perspective AI Application Used
Structure

Figure 8: Conceptual model for AI.

empirical proof that AI can be used as a tool for developing the appropriate response” tactically, managers need to
marketing strategies. What the paper advises to refer to as a strategically concentrate on “what are the proper questions.”
creative-possibility perspective is one topic that emerged )is exploratory work suggests that this is feasible by
from the interviews. )e authors are hoping that this cre- allowing AI to assist in both the rational view it offers and the
ative-possibility perspective opens up a new line of inquiry creative identification and analysis of the current issue.
into how managers may collaborate with AI during the )e findings of the current investigation have relevant
process of formulating strategies. Additionally, the expert conceptual ramifications. First, additional researches could
interviews underline the chance in terms of business school use research methods outlined in the original investigation
curricula. )ey noted how many businesses are still ill- as a foundation for fresh proposals for intellectual capital
prepared for the changes AI would bring about. )e es- and the excavation of perspectives from significant social
tablishment of a connection between academia and industry networks, taking into account the dearth of prior research
is the primary aspect that will aid in fostering change. For that would investigate the innovation process using machine
instance, this started in Italy with the establishment of eight learning strategies. Second, using predictive modeling that
competence centers and a number of projects financed by aims for statistical significance, the themes found in the
the Italian government. )e evidence of how AI may be a current study can be operationalized and investigated as
tool for developing marketing strategies may be used as variables. To put it another way, the open innovation and
input for upcoming business school partnerships and Twitter-based insights learned in this study can be used as
projects. factors in further empirical studies. Since our goal was to
Furthermore, the current study suggests that this point find characteristics that may be employed in the formulation
of view could guide the inclusion of a pragmatic analysis of future hypotheses in empirical research rather than testing
maturity stage dubbed Creative Analytics to the GAAM them, the present investigation, despite its explorative, can
viewpoint. )is suggests the potential for Prescriptive An- serve as a forerunner of future statistical inquiries on open
alytics (“how can we make it happen”) to develop into AI innovation.
(“what innovation can we envisage”) used for creative )e findings of this investigation are really useful. As a
strategy design. It takes both science and art to formulate a result, managers of businesses or organizations—both public
campaign. In the world we live in today, data is widely and private—can effectively use our findings as a guide for
accessible and can be used to influence advertising. Instead, developing new organizational or communication norms
the authors argue that, by providing ways in which AI can that would support the growth of open innovation in their
supplement human attention for alternative creation, hu- own organizations. )e many emotions that were discovered
man cognition is “freed up” to provide the art. )is is be- in this study also provide us a better grasp of how employees
cause current AI is suitable for automating some tasks or outside experts feel about open innovation and related
requiring managerial attention. Instead of asking “what is issues. Additionally, our findings shed light on how
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 11

Table 3: Analysis of task by level and decision degree.

Level/degree Low Medium High
Micro Filling of data Foster care Response to emergency
Meso Operational capabilities Recruitment process Decisive planning
Macro Constitutional responsibilities Creation of policy Problem recital and management

Table 4: Provision for AI paradigms for tasks by degree of decision.

Low Medium High
Automation Predictive analytics Relationship inventory

AI-Tool Usage
100

90

80

70

60
60
% of usage

50

40

30
30
25
20
17
10

0
2019 2022
Years
Source:Gartner AI Survey
HR
Decision-Making Process
Figure 9: Gartner AI survey of AI tools usage.

businesses should structure and promote their cultures, answering the research questions put forth in each of the
communities, project development and management, sup- subjects chosen as pertinent for open innovation strategies,
port for entrepreneurial endeavors, organization and pro- businesses can also apply open innovation.
motion of ideas, team structure and organization, the use of
technology in organizations, and the significance of business
models and management for open innovation. In particular, 5.2. Limitations and Future Research Perspectives. )e cur-
the practitioners can comprehend the idea of open inno- rent study contains a number of drawbacks. First, because
vation from numerous analysis viewpoints and not just those we utilized a nonprobability sampling design, the results
linked to restrictions, dangers, and characteristics based on cannot be applied to other settings or samples on the same
our results and the 8 highlighted subjects. More specifically, topic. However, they can be used to explain the UGC
businesses can use these findings to enhance creative con- components that make up the sample. )e second restriction
cepts, facilitate knowledge sharing among the company’s of the present study is the number of tweets we utilized to
stakeholders, foster employee innovation, and hence support train our model because all machine learning models are
the development of internal open innovation initiatives or concerned with the accuracy of the findings (i.e., the more
both. Finally, by providing fresh approaches to foster cre- trained the machine learning model is, the better the results
ativity and produce value through open innovation, CEOs are). Another drawback of the current study is that we only
and executives of organizations might advise enhancements focused on the information that was taken from one social
to their business models and conventional procedures. By network (Twitter). )erefore, it would be required to
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
12 Complexity

Effectiveness of AI Tools in Firm Decision-Making Process (2018)

DATA PRO 70 30

SHARE 54 46

PERF 42 58

JOB INFO 39 61

MPA 34 66

ADM 32 68

COMM 22 78

MC 18 82

DM 20 80

0 10 20 30 40 50 60 70 80 90 100
% of Effectiveness
Source: Future of Job Survey: 2018

AI
Human

Figure 10: Effectiveness of AI tools in firm decision-making process (2018).

Effectiveness of AI Tools in Firm Decision-Making Process (2022)

DATA PRO 78 22

SHARE 72 28

PERF 67 33

JOB INFO 62 38

MPA 58 42

ADM 54 46

COMM 48 52

MC 40 60

DM 40 60

0 10 20 30 40 50 60 70 80 90 100
% of Effectiveness
Source: Future of Job Survey: 2018

AI
Human

Figure 11: Effectiveness of AI tools in firm decision-making process (2022).

 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
Complexity 13

Table 5: Effectiveness of AI tools in firm decision-making process.

Human proportionate hours AI proportionate hours
Factors
2018 2022 2018 2022
Reasoning and decision-making 80 60 20 40
Managing and coordinating 82 60 18 40
Communication 78 52 22 48
Administration 68 46 32 54
Mental and physical activities 66 42 34 58
Identifying job-related information 61 38 39 62
Complex activities performance 58 33 42 67
Job-related data sharing 46 28 54 72
Data processing 30 22 70 78

confirm our findings using information from other signif- )us, in terms of the sources of value creation with the
icant social network platforms in future research. )irdly, application of AI and its connection with business strategy,
this study was an exploratory examination that produced knowledge gaps and research propositions were developed.
high-quality findings. It is therefore necessary to conduct
more quantitative research to quantitatively test the vari- 6. Conclusion
ables found in the current study.
Although it has several limitations, this exploratory ef- Managers and organization experts have long been con-
fort seeks to scratch the surface of whether and how AI may cerned about how to design organizational decision-making
be used in the development of marketing strategies. First, the frameworks. Algorithmic choice creators are starting to be
study has solely examined the purposeful process of strategy more and more essential organizational players together
design. Only some strategies, or those that are proactively with the fast development of AI. )e furnished paradigm sets
developed by patterns of strategic decisions, are purposeful, the groundwork for understanding how you can incorporate
according to Mintzberg (1978). By virtue of initially un- computational and human choice producing to take full
conscious patterns of strategic decision-making, further advantage of the advantages of every tactic and talk to
strategies emerge. Furthermore, Hart (1992) suggested that greater conclusions. )is may improve businesses, though it
organizational actor autonomy and management inten- should be completed with extreme caution. )e study dis-
tionality (the extent to which marketing strategy is inten- covered that the conventional perspective of devices as tools
tionally generated) be used to establish a practically is contradictory to AI. To make usage of the technologies
applicable strategy formulation process (the degree of in- efficiently, man decision-makers should shift their functions
volvement of organizational actors in the strategy creation to be interpreters and translators on the results, in the place
process). of merely managing the device inside the delivery associated
)e research is limited by the number of studies included with a fixed procedure. )is means an increased shift and
in the sample, the databases used to conduct the systematic responsibility inabilities. As a result, exactly how people view
review of the literature, and the researchers’ in-depth AI is going to be substantially affected by the way they see
analysis of the chosen studies. Additionally, it can be argued themselves, while the context, as well as goal, is going to be
that the MAC process’s visual outcome interpretation is a seriously affected by AI. Based on present scientific studies,
restriction. Last but not least, since the technology corre- nonetheless, the presumption that computer systems, as well
sponding to the growth of AI-based CRMs in B2B digital as people, are the same is neither realistic nor honest.
marketing is constantly changing, future studies should keep Our paper starts up brand new studies’ concerns: Just
going in the directions of research that have been suggested how can we determine exactly how effectively an AI con-
so far to continue building strong foundations for the use of stitutes a choice? Just how does algorithmic reasoning in-
AI-based CRMs in B2B digital marketing. fluence managing accountability? Just how does our
Although the literature study demonstrates how AI is framework influence organizational results? Exactly how
used in relation to business goals and strategies, the findings crucial would be the decision-making context within fig-
show that the academy has not given much attention to this uring out the suitability of alternate tactics? What will
confluence and that there are still many unanswered con- function as the effect on accountability and trust for a realm
cerns and difficulties. )e new generation of AI (or cognitive in which AI is starting to be more and more vital only in
technologies), which incorporate cognition-related tech- decision-making? By dealing with these along with other
nologies and largely rely on or do away with humans for issues, supervisors, as well as organizational scholars as well,
labor-intensive tasks, was only discussed in specific appli- are going to be much better ready for an unsure long term.
cation-related contexts without any emphasis on the tool- In corporate environments, AI technologies have taken
related aspects of AI or for introducing conceptually center stage. )is enthusiasm is in part because of the po-
managerial implications. Based on the findings of the lit- tential, which has been shown in reports from top con-
erature assessment, difficulties and potential areas for fur- sultancies, technological companies, and white papers. In
ther research were identified. turn, the business competitive environment is tied to high
 8503, 2022, 1, Downloaded from https://onlinelibrary.wiley.com/doi/10.1155/2022/7796507 by Dr. Harisingh Gour Vishwavidya, Wiley Online Library on [01/05/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
14 Complexity

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