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The strategic use of artificial intelligence in the digital era: Systematic literature review and future research directions

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  • Borges, Aline F.S.
  • Laurindo, Fernando J.B.
  • Spínola, Mauro M.
  • Gonçalves, Rodrigo F.
  • Mattos, Claudia A.

Abstract

Artificial Intelligence tools have attracted attention from the literature and business organizations in the last decade, especially by the advances in machine learning techniques. However, despite the great potential of AI technologies for solving problems, there are still issues involved in practical use and lack of knowledge as regards using AI in a strategic way, in order to create business value. In this context, the present study aims to fill this gap by: providing a critical literature review related to the integration of AI to organizational strategy; synthetizing the existing approaches and frameworks, highlighting the potential benefits, challenges and opportunities; presenting a discussion about future research directions. Through a systematic literature review, research articles were analyzed. Besides gaps for future studies, a conceptual framework is presented, discussed according to four sources of value creation: (i) decision support; (ii) customer and employee engagement; (iii) automation; and (iv) new products and services. These findings contribute to both theoretical and managerial perspectives, with extensive opportunities for generating novel theory and new forms of management practices.

Suggested Citation

  • Borges, Aline F.S. & Laurindo, Fernando J.B. & Spínola, Mauro M. & Gonçalves, Rodrigo F. & Mattos, Claudia A., 2021. "The strategic use of artificial intelligence in the digital era: Systematic literature review and future research directions," International Journal of Information Management, Elsevier, vol. 57(C).
    • Handle: RePEc:eee:ininma:v:57:y:2021:i:c:s0268401219317906
    DOI: 10.1016/j.ijinfomgt.2020.102225
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    Cited by:

    1. Bhattacharya, Sourabh & Govindan, Kannan & Ghosh Dastidar, Surajit & Sharma, Preeti, 2024. "Applications of artificial intelligence in closed-loop supply chains: Systematic literature review and future research agenda," Transportation Research Part E: Logistics and Transportation Review, Elsevier, vol. 184(C).
    2. Michael Weber & Moritz Beutter & Jörg Weking & Markus Böhm & Helmut Krcmar, 2022. "AI Startup Business Models," Business & Information Systems Engineering: The International Journal of WIRTSCHAFTSINFORMATIK, Springer;Gesellschaft für Informatik e.V. (GI), vol. 64(1), pages 91-109, February.
    3. Rajesh Chidananda Reddy & Biplab Bhattacharjee & Debasisha Mishra & Anandadeep Mandal, 2022. "A systematic literature review towards a conceptual framework for enablers and barriers of an enterprise data science strategy," Information Systems and e-Business Management, Springer, vol. 20(1), pages 223-255, March.
    4. Huang, Yingying & Gursoy, Dogan, 2024. "How does AI technology integration affect employees’ proactive service behaviors? A transactional theory of stress perspective," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).
    5. Chatterjee, Sheshadri & Chaudhuri, Ranjan & Vrontis, Demetris & Jabeen, Fauzia, 2022. "Digital transformation of organization using AI-CRM: From microfoundational perspective with leadership support," Journal of Business Research, Elsevier, vol. 153(C), pages 46-58.
    6. Kinkel, Steffen & Capestro, Mauro & Di Maria, Eleonora & Bettiol, Marco, 2023. "Artificial intelligence and relocation of production activities: An empirical cross-national study," International Journal of Production Economics, Elsevier, vol. 261(C).
    7. Chen Yang & Jing Hu, 2022. "When do consumers prefer AI-enabled customer service? The interaction effect of brand personality and service provision type on brand attitudes and purchase intentions," Journal of Brand Management, Palgrave Macmillan, vol. 29(2), pages 167-189, March.
    8. Zirar, Araz & Ali, Syed Imran & Islam, Nazrul, 2023. "Worker and workplace Artificial Intelligence (AI) coexistence: Emerging themes and research agenda," Technovation, Elsevier, vol. 124(C).
    9. Mengjun Li & Ayoung Suh, 2022. "Anthropomorphism in AI-enabled technology: A literature review," Electronic Markets, Springer;IIM University of St. Gallen, vol. 32(4), pages 2245-2275, December.
    10. Alim Al Ayub Ahmed & Sugandha Agarwal & IMade Gede Ariestova Kurniawan & Samuel P. D. Anantadjaya & Chitra Krishnan, 2022. "Business boosting through sentiment analysis using Artificial Intelligence approach," International Journal of System Assurance Engineering and Management, Springer;The Society for Reliability, Engineering Quality and Operations Management (SREQOM),India, and Division of Operation and Maintenance, Lulea University of Technology, Sweden, vol. 13(1), pages 699-709, March.
    11. Mariani, Marcello M. & Machado, Isa & Magrelli, Vittoria & Dwivedi, Yogesh K., 2023. "Artificial intelligence in innovation research: A systematic review, conceptual framework, and future research directions," Technovation, Elsevier, vol. 122(C).
    12. Pachouri, Vikrant & Singh, Rajesh & Gehlot, Anita & Pandey, Shweta & Vaseem Akram, Shaik & Abbas, Mohamed, 2024. "Empowering sustainability in the built environment: A technological Lens on industry 4.0 Enablers," Technology in Society, Elsevier, vol. 76(C).
    13. Mohammad I. Merhi, 2023. "An Assessment of the Barriers Impacting Responsible Artificial Intelligence," Information Systems Frontiers, Springer, vol. 25(3), pages 1147-1160, June.
    14. Mariani, Marcello M. & Machado, Isa & Nambisan, Satish, 2023. "Types of innovation and artificial intelligence: A systematic quantitative literature review and research agenda," Journal of Business Research, Elsevier, vol. 155(PB).
    15. Cubric, Marija & Li, Feng, 2024. "Bridging the ‘Concept–Product’ gap in new product development: Emerging insights from the application of artificial intelligence in FinTech SMEs," Technovation, Elsevier, vol. 134(C).
    16. Ilaria Tutore & Adele Parmentola & Michele Costagliola di Fiore & Francesco Calza, 2024. "A conceptual model of artificial intelligence effects on circular economy actions," Corporate Social Responsibility and Environmental Management, John Wiley & Sons, vol. 31(5), pages 4772-4782, September.
    17. Folajimi Ashiru & Franklin Nakpodia & Jacqueline J You, 2023. "Adapting emerging digital communication technologies for resilience: evidence from Nigerian SMEs," Annals of Operations Research, Springer, vol. 327(2), pages 795-823, August.
    18. Talaei-Khoei, Amir & Yang, Alan T. & Masialeti, Masialeti, 2024. "How does incorporating ChatGPT within a firm reinforce agility-mediated performance? The moderating role of innovation infusion and firms’ ethical identity," Technovation, Elsevier, vol. 132(C).
    19. Bilal, Muhammad & Zhang, Yunfeng & Cai, Shukai & Akram, Umair & Halibas, Alrence, 2024. "Artificial intelligence is the magic wand making customer-centric a reality! An investigation into the relationship between consumer purchase intention and consumer engagement through affective attach," Journal of Retailing and Consumer Services, Elsevier, vol. 77(C).

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