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Introduction
Nowadays, the challenge for 21st-century organizations lies in the company ability to innovate in the face of a highly dynamic market in which competitive positions are constantly evolving (Stank et al., 2019). In the context of globalization and internationalization of markets, innovation, product or service quality and customer requirements have led companies to integrate IT into their managerial approach (Bolwijn et al., 2018; Rachinger et al., 2019; Stank et al., 2019). Innovation is essential for organizations to sustain an advantage in highly competitive environments (Kistyanto et al., 2021). Organizations have always aspired to assign more tasks to machines in order to reduce costs and improve efficiency. It started with assembly lines, which replaced human labor in mechanical and repetitive tasks previously known as “manual labour” (Dopico et al., 2016; Lee et al., 2018).
The digital revolution has already produced its effects by transforming the world into a modern one characterized by data supremacy in every business activity (Wamba-Taguimdje et al., 2020). Data are no longer confined to data centers. With sensors of any kind, any object or environment is henceforth capable of measuring and producing data (Dopico et al., 2016; Lee et al., 2018; Sheth, 2016). Industrial and digital (information) revolutions have undoubtedly had a financial impact on virtually every aspect of our society, life, business and employment (Blanchet, 2016; Yoav Shoham et al., 2018). This implies the use of digital resources, which vary depending on the moment: big data, artificial intelligence (AI), 3D printing, quantum computing or virtual reality (Nicolás-Agustín et al., 2021). Today, AI remains the most spectacular IT application, a technology that has gone through an unequaled development over the last decades (Blanchet, 2016; Lee et al., 2018; Wiljer and Hakim, 2019). It is defined as a set of “theories and techniques used to create machines capable of simulating intelligence. AI is a general term that involves using a computer to model intelligent behaviour with minimal human intervention” (Benko and Lányi, 2009; Haenlein and Kaplan, 2019; McCorduck et al., 1977).
AI has drawn controversy, both among practitioners and among academics. Calo (2015) argues that AI will replace millions of jobs and possibly increase the number of unemployed,...