Executive Insights Into Emerging Tech: How Decision-Makers of SME+ Organisations Perceive the Business Applications of AI

Author(s): Hofland, B.J. (2025)

Abstract:

Purpose: Although the organisational implementation of artificial intelligence (AI) contains numerous challenges and opportunities for SME+ enterprises (headcount<1.000), the perceptions that SME+ decision-makers have of AI business applications remains underexplored. The primary objective of this study was to explore the perceptions of SME+ decision-maker of AI business applications. Guided by a theoretical framework on AI topology, business value opportunities and AI perceptions of other relevant stakeholders, perspectives on the benefits, barriers, opportunities, human strengths (relative to AI) and anticipated future impacts of AI were investigated. Method: A qualitative research approach was used in data collection. 14 semi-structured interviews of 60 minutes were conducted with decision-makers of SME+ organisations across a variety of industries. Through inductive coding, perspectives were grouped into common themes and further analysed. Results: This research provides insights across multiple organisational domains, from operational processes, limitations of AI and effective allocation of human resources. A shift was identified in the processes that generate business value, where effective AI deployment enables insight generation to become an integrated component in operational processes. AI was further identified to increase the quality of the goods and services an organisation is able to produce. Furthermore, while AI is said to democratise data access for organisations of all sizes, this research identifies new limitations that have arisen from AI implementation which challenge this narrative, such as higher costs of labour, choosing suitable applications and low oversight of AI usage by employees. Lastly, humans were identified to excel in areas of creativity, physical labour and interpersonal contact compared to AI, and have crucial roles to supervise decision-making of AI-drive processes. Conclusion: This research introduces new perspectives to the field of organisational AI and identifies key areas where and how AI is influencing organisational processes. Insights from this research may strategically inform SME+ organisations how AI may benefit their organisation, emerging limitations and human resource allocation.

Document(s):

Master Thesis COM Bennett Hofland.pdf