Vi har köpt licenserna – nu då? En kvalitativ studie av drivkrafter, formalisering, särkoppling och praktisk användning av generativ AI i organisationer

Abstract

This study examines how private organizations in Sweden implement and use generative AI tools. The purpose is to investigate how organizational drivers behind implementation of generative AI tools are expressed in the formal structures, and investigate whether the actual use of the tool coincides with these formal structures. The study is based on a qualitative multiple-case design with nine semi-structured interviews across four private organizations. The theoretical framework combines institutional isomorphism with the concepts of formal structures and decoupling. The findings show that generative AI is implemented to improve efficiency, productivity and quality, but also in response to competitive pressure, customer expectations and professional norms. Implementation is formalized through approved tools, policies, guidelines, training initiatives, AI steering groups and technical restrictions. However, formal implementation does not automatically lead to uniform use in practice. Actual use varies depending on role, competence, security requirements, organizational context and individual judgement. The study contributes to understanding generative AI implementation as an ongoing organizational process shaped by drivers, formal structures and everyday practice.