دانلود مقاله آمادگی سازمانی برای پذیرش هوش مصنوعی در بخش نمایشگاهی
چکیده
1. مقدمه
2. مرور مطالعات پیشین
3. روش
4. یافته ها
5. بحث
6. نتیجه گیری
ضمیمه A. - سوالات مصاحبه
منابع
Abstract
1. Introduction
2. Literature review
3. Method
4. Findings
5. Discussion
6. Conclusion
Appendix A. – Interview questions
CRediT authorship contribution statement
References
چکیده
این مطالعه اکتشافی ادراکات هوش مصنوعی (AI) و آمادگی سازمانی برای پذیرش هوش مصنوعی را در بخش نمایشگاهی صنعت رویدادها بررسی می‌کند. یک چارچوب نظری ترکیبی از چارچوب فناوری - سازمان - محیط و شاخص آمادگی فناوری برای هدایت این مطالعه کیفی ایجاد شد. با هفده نماینده مدیریت ارشد از سازمان های نمایشگاهی در سراسر نه کشور اروپای غربی مصاحبه شد و یک رویکرد موضوعی بازتابی برای تجزیه و تحلیل داده ها اتخاذ شد. این یافته‌ها نشان می‌دهد که صنعت نمایشگاه‌های اروپایی یک پذیرش کند هوش مصنوعی است، که ممکن است بر رقابت‌پذیری آینده آن تأثیر بگذارد، علی‌رغم محرک‌های ارائه شده برای پذیرش هوش مصنوعی در طول همه‌گیری COVID-19. میزان اعتماد به شیوه‌های فن‌آوری سازمانی، منابع مالی، اندازه سازمان، و مسائل مربوط به مدیریت و حفاظت داده‌ها، و همچنین تأثیرات همه‌گیری COVID-19، آمادگی برای پذیرش هوش مصنوعی در صنعت رویداد را برانگیخته یا مهار می‌کند. یک مدل جدید آمادگی بخش نمایشگاه برای پذیرش هوش مصنوعی در این تحقیق ارائه شده است که مدیران و محققان می توانند از آن برای تجزیه و تحلیل بازدارنده ها و انگیزه های پذیرش هوش مصنوعی استفاده کنند، که برای چالش های فعلی پیش روی بخش نمایشگاه ها زمینه سازی شده است.
توجه! این متن ترجمه ماشینی بوده و توسط مترجمین ای ترجمه، ترجمه نشده است.
Abstract
This exploratory study explores perceptions of Artificial Intelligence (AI) and organizational readiness to adopt AI, in the exhibition sector of the events industry. A theoretical framework synthesizing the Technology - Organization - Environment framework and the Technology Readiness Index was developed to guide this qualitative study. Seventeen senior managerial representatives from exhibition organizations across nine Western European countries were interviewed, and a reflexive thematic approach was adopted to analyse the data. The findings suggest that the European exhibition industry is a slow adopter of AI, which may impact its future competitiveness, despite the stimulus provided to AI adoption during the COVID-19 pandemic. The degree of confidence in organizational technological practices, financial resources, the size of the organization, and issues of data management and protection, as well as the impacts of the COVID-19 pandemic, motivate or inhibit readiness for AI adoption in the event industry. A new Exhibition Sector Readiness for AI Adoption Model is presented in this research that managers and researchers can use to analyze inhibitors and motivations for AI adoption, which is contextualized for the current challenges facing the exhibitions sector.
Introduction
Artificial Intelligence (AI), as an emerging technology, is widely discussed by scholars and professionals across industries, including Automotive, Transportation & Logistics, Pharma, Agriculture and Manufacturing (Colins et al., 2021; Davenport, Guha, Grewal, & Bressgott, 2019; PWC, 2020; Towers-Clark, 2019). The event industry has not been excluded from this trend, and trade publications refer to the revolutionizing of event management through AI (CVENT, 2020, Gartner, 2019). These reports identify potential AI applications in events such as chatbots, facial recognition, matchmaking, and service robots, and suggest positive impacts such as better return on investment (ROI), higher efficiency and cost-cutting effects. However, there have been difficulties in implementing AI in the event industry, and the adoption of AI has been relatively slow in event businesses (Davidson, 2019, Ogle and Lamb, 2019).
Conclusion
This exploratory research aimed to explore organizational readiness to adopt AI in the Western European exhibition industry. This research has shown that although the majority of the participants have come across some form of AI in their organization, their understanding of the application of AI is rather limited and reserved, supporting the findings of previous studies which have found that technology adoption is relatively slow in this industry. Exhibition organizations are largely behind in digitalization, and their technological infrastructure is not ready for AI adoption. Although exhibition organizers believe that AI will increase efficiency, reduce costs and enhance customer experience, most organizations do not have a future strategy to implement AI, despite the recent spike in technology adoption in the industry due to the COVID-19 pandemic. In this study, we also revealed that the confidence level of technological practices, financial resources, the size of the organization, and issues of data management and protection, to some extent, motivate or inhibit the readiness of AI adoptions in the organization. This research has shown that COVID-19 could act as an enabler for the adoption of AI technologies in the Western European exhibition sector, as it recovers from the restrictions on gatherings and meetings with an enhanced level of technological readiness and innovativeness.