Hur påverkas ett företags legitimitet av användning av AI? En kvalitativ forskningsstudie om hur ett företags legitimitet påverkas av användning av AI som verktyg

Abstract

As Artificial Intelligence (AI) becomes an increasingly integrated part of both society and business organizations, new questions arise regarding how the use of AI impacts a company's legitimacy. It also raises questions about how the credibility of AI as a tool is perceived by leaders and employees. Utilizing a qualitative methodology and semistructured interviews with 12 respondents - both leaders and employees - the aim of this study is to explore how AI´s credibility as a tool is perceived by these groups and how this, in turn, influences its role in establishing organizational legitimacy. The theoretical framework is grounded in institutional theory, focusing on concepts such as legitimacy, isomorphism and decoupling.The findings indicate that AI can enhance organizational legitimacy by improving efficiency, strengthening competitiveness and modernizing work processes. Leaders emphasize the importance of implementering AI to meet external demands and enhance the organization's credibility. At the same time, employees express both expectations regarding the potential of the technology and concerns about trust and its impact on their job roles. The study highlights the importance of implementing AI in a way that balances external expectations with internal needs, thereby ensuring organizational legitimacy.