Analyzing the themes of Artificial Intelligence as framed by the Big Four accounting firms: A Document Analysis

Abstract

This study examines how the Big Four accounting firms - Deloitte, EY, KPMG, and PwC - frame the discussion about AI in their documents. This research conducts a document analysis of AI-related reports published by these firms to identify key themes and analyze their narrative strategies. The primary objectives are to uncover what themes of AI are being discussed, and how these themes are being framed by the Big Four firms. Over the past few decades, AI has emerged as a transformative technology, fundamentally altering organizational processes and creating significant value across industries. Despite its potential, AI adoption remains complex. The Big Four, given their market dominance and influence, play a critical role in guiding organizations through AI adoption, making their perspectives particularly influential. The analysis identifies twelve key themes discussed by the Big Four firms: Ethical Considerations, Adoption and Investments, Competitive Advantage, Transformative Role, Innovation, Productivity and Efficiency, Benefits for Risk Management, Cybersecurity and Data Privacy, Data Quality, Governance and Compliance, Employees-AI Interaction, and Regulatory Landscape and Initiatives. These themes reveal a multifaceted discussion, highlighting both the opportunities and challenges associated with AI. Furthermore, the analysis reveals some key findings. Firstly, ethical considerations are framed around responsible AI practices, emphasizing transparency, accountability, and trust. Moreover, the transformative role of AI is underscored as a fundamental force reshaping industries and business processes. Also, productivity and efficiency are extensively covered, positioning AI as a driver of economic progress through automation and optimization. Importantly, cybersecurity and data privacy are framed as paramount challenges, emphasizing the need for robust measures to mitigate risks. Additionally, governance and compliance are discussed as essential for responsible AI deployment, stressing robust governance mechanisms. Further, the Big Four firms emphasize a human-centered approach, advocating for workforce development and upskilling. Lastly, the regulatory landscape is framed as complex and evolving, calling for adaptive and collaborative regulatory approaches. This study contributes to the understanding of how Big Four firms shape the discussion around AI, offering insights into their strategic framing. By juxtaposing these findings with academic literature, the research provides a comprehensive view of AI's opportunities and challenges, informing future research, policymaking, and professional practice.