Journal of Business Research 129 (2021) 911–926

Contents lists available at ScienceDirect

Journal of Business Research

journal homepage: www.elsevier.com/locate/jbusres

Artificial intelligence in business: State of the art and future

research agenda
Sandra Maria Correia Loureiro a, *, João Guerreiro b, Iis Tussyadiah c
a
Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU/IUL), Av. Forças Armadas, 1649-026 Lisbon, Portugal
b
Instituto Universitário de Lisboa (ISCTE-IUL), Business Research Unit (BRU-IUL) and ISTAR-IUL, Avenida Forças Armadas, 1649-026 Lisboa, Portugal
c
School of Hospitality and Tourism Management, University of Surrey, United Kingdom

A R T I C L E I N F O A B S T R A C T

Keywords: This study provides an overview of state-of-the-art research on Artificial Intelligence in the business context and
Artificial Intelligence proposes an agenda for future research. First, by analyzing 404 relevant articles collected through Web of Science
Intelligent agent and Scopus, this article presents the evolution of research on AI in business over time, highlighting seminal works
Business applications
in the field, and the leading publication venues. Next, using a text-mining approach based on Latent Dirichlet
Text mining
Research agenda
Allocation, latent topics were extracted from the literature and comprehensively analyzed. The findings reveal 18
Future trends topics classified into four main clusters: societal impact of AI, organizational impact of AI, AI systems, and AI
methodologies. This study then presents several main developmental trends and the resulting challenges,
including robots and automated systems, Internet-of-Things and AI integration, law, and ethics, among others.
Finally, a research agenda is proposed to guide the directions of future AI research in business addressing the
identified trends and challenges.

1. Introduction performance–rationality dimension. These are: (1) systems that think

like humans, (2) systems that act like humans, (3) systems that think
Artificial intelligence (AI) is reshaping business, economy, and so­ rationally, and (4) systems that act rationally. AI systems should have
ciety by transforming experiences and relationships amongst stake­ the following capabilities: natural language processing to communicate in
holders and citizens. The roots of AI may lie in ancient cultures of Greek a natural language, knowledge representation to store information, auto­
(e.g., the mythological robot Talos), Chinese (e.g., Yueying Huang’ mated reasoning - the use of the stored information to answer questions
dogs) and other mythologies (Nahodil & Vitku, 2013), where automa­ and to draw new conclusions, and machine learning to adapt to new
tons were believed to be imbued with real minds, capable of wisdom and circumstances and to detect and extrapolate patterns (e.g., Huang &
emotion. Yet, the term emerged in a workshop at Dartmouth College Rust, 2018; Russell & Norvig, 2016). Yet, the lack of a consensual
(United States) in 1956 (Nilsson, 2010), which is dubbed the birth of AI. definition has not prevented the spread of research for new applications
Since then, research on AI has stemmed from different fields of of AI in the world.
knowledge. Social scientists have been discussing ethical and legal im­ The worldwide spending on cognitive and AI systems has been
plications of AI (Cath, 2018), computer scientists have developed growing steadily for the past years with $24.0 billion being spent in
advanced deep learning algorithms (LeCun, Bengio, & Hinton, 2015), 2018. Such investment is expected to grow to $77.6 billion in 2022 (IDC,
while researchers in business management have studied the impacts of 2019). In order to encourage further advancements in research on
AI on customers, firms, and stakeholders in an increasingly automated business applications of AI, which often require a multidisciplinary
and interrelated business world (Huang & Rust, 2018). However, such perspective, AI practitioners and researchers will benefit from a
advances in AI research have mainly been done in isolated silos with few comprehensive knowledge about what has been investigated and
interdisciplinary exchanges. Similarly, a unique and consensual defini­ applied in different business domains (i.e., from manufacturing to ser­
tion of AI has been hard to get. Recently, Russell and Norvig (2016) vices) and in different disciplinary fields, such as marketing, tourism,
summarize the various definitions of AI systems into four categories management, sociology, psychology, and so on. Such a comprehensive
along two dimensions: reasoning–behavior dimension and human knowledge will provide researchers a foundation to prioritize research

* Corresponding author.
E-mail addresses: sandramloureiro@netcabo.pt (S.M.C. Loureiro), joao.guerreiro@iscte-iul.pt (J. Guerreiro), i.tussyadiah@surrey.ac.uk (I. Tussyadiah).

https://doi.org/10.1016/j.jbusres.2020.11.001
Received 29 January 2019; Received in revised form 20 August 2020; Accepted 1 November 2020
Available online 20 November 2020
0148-2963/© 2020 Elsevier Inc. All rights reserved.
S.M.C. Loureiro et al. Journal of Business Research 129 (2021) 911–926

Table 1 of AI and proposes a research agenda to address future trends and

Queries to select Artificial Intelligence papers. challenges.
WOS Query (AB=(“artificial intelligence” or “artificial-intelligence”)) AND The remainder of this paper is organized as follows. The next section
LANGUAGE: (English) AND TYPES OF DOCUMENT: (Article) describes the methods of collecting and managing data, followed by
WEB OF SCIENCE CATEGORIES: (OPERATIONS RESEARCH topic analyses, where insights into the information revealed from the
MANAGEMENT SCIENCE OR MANAGEMENT OR BUSINESS)
data are discussed. The last two sections are devoted to discussions on
Scopus ABS (“ARTIFICIAL INTELLIGENCE” OR “ARTIFICIAL- future trends in AI and presentation of major questions for future
Query INTELLIGENCE”) AND (LIMIT-TO (SUBJAREA, “BUSI”)) AND research.
(LIMIT-TO (DOCTYPE, “ar”))

2. Method
foci and practitioners to guide effective investment in important aspects
of AI for business. In order to identify the most relevant literature for this review, a set
Notably, several researchers have attempted to conduct a compre­ of articles discussing AI was collected from both Web of Science and
hensive literature review on the use of AI in business. For example, Scopus online libraries. Papers that had the terms “artificial intelli­
Côrte-Real, Ruivo, and Oliveira (2014) perform a systematic mapping of gence” or “artificial-intelligence” in their title, abstract, and keywords,
the diffusion stages of business intelligence and analytics (BI&A) that were published in peer-reviewed journals in business-related cate­
implementation, proposing a future research in the then rather neglec­ gories were selected. Table 1 shows the query terms per each online
ted post-adoption stages. Moro, Cortez, and Rita (2015) conduct a library.
literature analysis between 2002 and 2013 focused in Business Intelli­ A total of 805 articles were extracted from journals indexed in Web of
gence (which uses some AI algorithms for predictive analysis) in Science and 900 papers were extracted from the Scopus database. A first
Banking. Tkáč and Verner (2016) review two decades of research on the look at the 1488 papers revealed that there is a big dispersion of the
application of artificial neural network in business and found most of the papers among many different journals and topics. Even after restricting
examined articles discussing expert systems with applications. Finally, the query to Business related articles, there were many papers in other
Duan, Edwards, and Dwivedi (2019) analyze relevant articles published related topics. After a manual review of the abstracts, 903 articles were
in International Journal of Information Management to identify issues and excluded because they were discussing technical issues (and not busi­
challenges around AI for decision making in the era of big data, pro­ ness implications) around engineering issues, 29 articles were excluded
posing theoretical development and AI implementation. While these because they were more focused on algorithm development, and 27
efforts present useful knowledge about the advancements in AI and papers were excluded due to being too much focused on other related
business research, they focus either on specific applications (e.g., arti­ topics such as applications on pedagogical education. After this initial
ficial neural network, BI&A) or domains (e.g., decision support system). screening, the full text of 529 potentially relevant articles were analyzed
To address this gap, the current paper aims at providing an overview of using a systematic analysis approach. Four criteria were used for the full
extant research on AI in business by comprehensively analyzing the text screening process: validity, reliability, credibility, and integrity
evolution and state-of-the-art research on AI, as well as identifying (Moher, Liberati, Tetzlaff, Altman, & Altman, 2009; Nill & Schibrowsky,
future trends in order to provide useful directions for future research in 2007). Two researchers conducted an independent identification of the
the field. Specifically, the current study uses (1) a graph mining analysis relevant articles following the quality criteria suggested by Macpherson
to map citations of prominent studies in the relevant literature and (2) a and Holt (2007) and classified the papers according to the topic intended
text mining approach similar to the ones used by Cortez, Moro, Rita, for the investigation: AI in Business (see Appendix A). Conflicts between
King, and Hall (2018), Guerreiro, Rita, and Trigueiros (2016), Loureiro, researchers were discussed to reach an agreement with Cohen’s Kappa
Guerreiro, Eloy, Langaro, and Panchapakesan (2019) and Moro, Rita, coefficient >0.85. A final group of 404 articles was identified for a final
and Cortez (2017) to classify the extant studies into latent topics and analysis (see Fig. 1).
evaluate how such research has evolved over time. Furthermore, this
study discusses the main trends in research and business implementation

Fig. 1. Process for selecting the final papers for analysis.

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250
220

200

150

100
70 70

50 43

1
0
1970-1979 1980-1989 1990-1999 2000-2009 2010-2019

Fig. 2. Distribution of published papers on AI over time.

60
48 48
50

40 37
33
30
23
20 20
20 14 13
11
9
10

Fig. 3. Distribution of Business Applications of AI articles.

2.1. Descriptive analysis of the literature applications for strategic decisions inside organizations or governments
(48 papers), the Manufacturing (48 papers), Society as a whole (37
The literature on AI in business-related categories started in 1977 papers) and Finance (33 papers). Other important applications include
with a first paper published in Futures journal that addresses how AI was Marketing and Retailing (43 papers) and Tourism and Hospitality with a
applied to problems in medicine (Coles, 1977). In fact, Futures is the total of 24 papers.
journal that gathers the greatest number of papers discussing the im­
plications of AI in business categories (20), followed by the Journal of
Operational Research Society (19), and Expert Systems with Applications 2.2. Reference network analysis
journal (10).
Coles’s (1977) paper was the only one published between 1970 and In order to identify seminal works on AI in business, reference
1979 that fulfilled the query in the current study. The next decades saw network or citation analysis was conducted. First, the references cited in
an increase in papers published around AI implications. Between 1980 each paper were collected in order to create a network of citations; ci­
and 1989, 43 papers met the criteria, and both in the 1990′ s and in the tations to webpages without any authors and identified title were
first decade of the 21th Century, 70 papers were published. In the last removed. Each paper (a node) was linked to its cited references using the
decade (2010–2019), the number of published papers around AI in Gephi software (Bastian, Heymann, & Jacomy, 2009). Such links (the
business categories have increased, with a total of 220 papers included edges) were then optimized. Duplicate citations were merged so that one
in the dataset (see Fig. 2). distinct source paper is linked to all its target citations. The final directed
Articles were also classified according to the business applications graph had 13,241 nodes and 13,869 edges. Unconnected nodes were
that have received an impact from AI. Fig. 3 shows the most impacted also filtered using the Gephi’s “giant component” filter. Finally, the in-
business applications. Most AI research is impacting Governance – degree (the number of citations from the collected papers pointing to
each referenced paper) for each node was calculated.

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Table 2 study), which highlights the relevance of the seminal references being
Top citations on Artificial Intelligence papers in Business categories. cited.
Author Title Source In-
Degree 2.3. Topic analysis
Russell and Norvig Artificial Intelligence: A Book 17
(1995) and Modern Approach A topic analysis was conducted on the paper abstracts to uncover
subsequent edition latent discussions in the identified literature. The R software was used to
Russell and Norvig transform the text into a corpora, using the tm and topicmodels packages.
(2016)
Kurzweil (2005) The Singularity Is Near: Book 12
Text was converted into lower case and whitespaces; numbers and stop-
When Humans Transcend words were removed. The remaining text was tokenized into unigrams
Biology and bigrams and converted into a document-term matrix (DTM). To
Zadeh (1965) Fuzzy sets Information and 11 select the number of latent topics, measures taken from Griffiths and
Control
Steyvers (2004) and Cao, Xia, Li, Zhang, and Tang (2009) were used.
Brynjolfsson and The Second Machine Age: Book 9
McAfee (2014) Work, Progress, and Fig. 4 shows the set of possible topics ranging from K = 2 to K = 60.
Prosperity in A Time of The log-likelihood and perplexity start stabilizing around K = 18
Brilliant Technologies reaching their optimal values around K = 26 or K = 27. According to
Turing (1950) Computing machinery and Mind 8 Guerreiro et al. (2016, p. 115), “the ideal number of clusters/topics is
intelligence
Bostrom (2014) Superintelligence: Paths, Book 8
attained when the variability explained does not change significantly by
Dangers, Strategies adding more clusters.” Therefore, for the sake of explainability, a K = 18
Goldberg (1989) Genetic Algorithms in Book 7 was selected for the current analysis. The topic models were conducted
Search, Optimization and using a Latent Dirichlet Allocation (LDA) with a Gibbs sampling tech­
Machine Learning
nique. LDA is a mixed-membership algorithm, widely used for clustering
Rogers (1995) Diffusion of Innovations Book 7
Davis (1989) Perceived usefulness, MIS Quarterly: 7 text into latent topics (Blei, Ng, & Jordan, 2003). LDA is based on a
perceived ease of use, and Management hierarchical Bayesian analysis and calculates the posterior probability of
user acceptance of Information each word found in the text and of each document (in the current case,
information technology Systems each paper) to belong to a latent topic. Being a mixed-membership
Note: In-degree refers to the number of times a paper is cited out of 404 papers model, each paper may belong to multiple topics (several discussions
analyzed. being addressed in the text). In the current case, the posterior proba­
bilities associated with each paper are not very high, which may be due
Results show that there is a very scattered network of paper citations. to the correlations between the topics (see Table 3).
Despite a large number of citations, not many seminal references were
cited in most papers. Table 2 shows the top citations sorted by in-degree 3. Topic description
scores. The reference with the highest in-degree score is a book from
Russell and Norvig (1995), which was cited 17 times in the dataset The profiling of each topic was drawn up by analyzing the papers
collected for the purposes of this study (around 4% of the 404 initial with the highest posterior probability of belonging to each topic and
papers). Kurzweil (2005) book has the second highest in-degree score of performing a discussion on the findings of those papers. After analyzing
12. The first peer-reviewed paper on the top references is the study by the 18 topics, some groups of discussions emerged as related to how AI
Zadeh (1965) on fuzzy sets published in Information and Control journal. may influence the overall society in a broader sense, how it impacts the
Table 2 also shows the number of total citations (extracted from Google organizations, what types of systems have been used and what meth­
Scholar) from all other academic papers (outside the scope of the current odologies are employed. Therefore, in order to classify the representa­
tive research domains within the field of AI in business, the identified

Fig. 4. Log-likelihood and perplexity metrics for evaluating K.

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Table 3
Latent topics and correlated papers.
Topic Name Topic Terms Top 3 Correlated papers with topic Posterior Journal
Probability

T1. LEARNING machine, learning, different, Ocampo, Abad, Cabusas, Padon, 0.28 International Journal of Integrated Supply
approaches, simulation and Sevilla (2018) Management
Fang et al. (2002) 0.26 Group Decision and Negotiation
Zhu et al. (2015) 0.26 Engineering Economist
T2. DECISION SUPPORT Decision, support, making, processes Cabanero-Johnson and Berge 0.34 Learning Organization
(2009)
Kalantari (2010) 0.31 Journal of Management History
Krabuanrat and Phelps (1998) 0.29 Journal of Business Research
T3. DATA ANALYSIS Data, analysis, theory, set, rules Reformat et al. (2018) 0.32 Intelligent Systems in Accounting, Finance
and Management
Goh and Law (2003) 0.26 Tourism Management
Mazurek (2013) 0.25 Polish Journal of Management Studies
T4. WORK IMPACT Work, need, context, survey, project Lee et al. (2017) 0.47 Journal of Applied Business Research
Jankovic et al. (2015) 0.20 International Journal of Product
Development
Kolbjørnsrud et al. (2018) 0.20 Strategy and Leadership
T5. FORECASTING Model, models, time, approach, Chen et al. (2011) 0.44 African Journal of Business Management
forecasting Raghunathan (1994) 0.30 Journal of Management Information Systems
Yu and Schwartz (2006) 0.27 Journal of Travel Research
T6. NEURAL NETWORKS Neural, network, networks, market, Claveria et al. (2015) 0.26 International Journal of Contemporary
financial Hospitality Management
Er and Hushmat (2017) 0.26 Eurasian Business Review
Cui and Wong (2004) 0.24 International Journal of Market Research
T7. SYSTEMS DESIGN System, process, design, intelligent, Chan et al. (2000) 0.21 International Journal of Production
methodology Economics
Aiken and Sheng (1991) 0.21 Information & Management
Robinson et al. (2005) 0.20 Journal of the Operational Research Society
T8. PROBLEM SOLVING Problem, problems, search, Bekkouche et al. (2017) 0.35 Service Oriented Computing and
reasoning, developed Applications
Lee (2001) 0.31 Computers & Operations Research
Schmidt (1998) 0.28 International Journal of Production
Economics
T9. ROBOTS Human, service, robots, future, Wirtz et al. (2018) 0.32 Journal of Service Management
robotics Gonzalez-Jimenez (2018) 0.26 Futures
Cockshott and Renaud (2016) 0.25 Technology in Society
T10. KNOWLEDGE Knowledge, management, business, Liu et al. (2013) 0.31 International Journal of Production Research
MANAGEMENT supply, including Paradice and Courtney (1989) 0.23 Information Resources Management Journal
Cheung, Lee, and Wang (2005) 0.20 Journal of Knowledge Management
T11. INFORMATION Information, technology, issues, Tseng and Ting (2013) 0.24 Innovation-Management Policy & Practice
INFRASTRUCTURE tools, processing De Moor (1998) 0.18 Failure and Lessons Learned in Information
Technology Management
Dickson and Nusair (2010) 0.17 Worldwide Hospitality and Tourism Themes
T12. LAW AND REGULATIONS Development, framework, legal, Greenleaf et al. (2018) 0.25 Computer Law and Security Review
application, whether Sehrawat (2017) 0.24 Computer Law and Security Review
Hede et al. (2013) 0.19 Technology in Society
T13. METHODS Techniques, based, results, methods, Abidoye and Chan (2017) 0.26 Pacific RIM Property Research Journal
performance Stansfield (1995) 0.22 Property Management
Zurada et al. (2006) 0.22 Journal of Applied Business Research
T14. MARKETING Marketing, new, customer, services, Baesens et al. (2004) 0.28 European Journal of Operational Research
internet Kim et al. (2001) 0.22 International Journal of Electronic
Commerce
Gustavsson (2005) 0.20 Gender Work and Organization
T15. CONTROL AND RISK Quality, proposed, fuzzy, risk, Tsang et al. (2018) 0.43 Industrial Management and Data Systems
MANAGEMENT applied Geramian et al. (2017) 0.31 International Journal of Quality & Reliability
Management
Choy et al. (2018) 0.22 VINE Journal of Information and Knowledge
Management Systems
T16. MANUFACTURING New, industry, manufacturing, Vasin et al. (2018) 0.32 European Research Studies Journal
production, concept Olsson and Funk (2009) 0.26 Journal of Quality in Maintenance
Engineering
Wu et al. (2018) 0.17 Journal of Manufacturing Systems
T17. EXPERT SYSTEMS Systems, expert, applications, Collins (1984) 0.27 Journal of Personal Selling and Sales
computer, years Management
Baldwin-Morgan (1995) 0.25 Accounting Education
Gupta (1990) 0.22 Technovation
T18. SOCIAL AND DIGITAL Technologies, social, digital, impact, Kane (2017) 0.32 Information and Organization
IMPACTS key Payne et al. (2018) 0.32 Journal of Research in Interactive Marketing
Kostin (2018) 0.29 Strategic Management

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topics are organized into four main clusters: societal impact of AI, orga­ human life may easily be distorted, with humans adapting to inflexible
nizational impact of AI, AI systems, and AI methodologies. The content in technologies, following their predictive suggestions in self-generated
each cluster (and topic) is described and analyzed in the next sub- bubbles, or being profiled into inescapable and generic categories, for
sections. example. We need to ensure that our new smart technologies will be at
the service of the human project, not vice versa.”
3.1. Societal impact of AI Marketing. The field of marketing is one of the most developed
regarding AI issues. Discussions around AI in marketing include how AI
The first cluster, societal impact of AI, comprises topics which handle techniques can contribute to predicting whether a new customer will
issues regarding how AI if influencing society, such as: robots in society, decrease or increase his/her future spending from initial purchase in­
law and regulations, marketing, and social and digital impacts. formation (Baesens et al., 2004), how AI can personalize recommen­
Robots. A number of articles discuss the topic associated with the use dations on Internet storefronts (Kim, Lee, Shaw, Chang, & Nelson,
of AI robot, especially in the service context, and its implications for 2001), how gender of virtual employees matters (Gustavsson, 2005),
society. Robots are machines capable of handling complex series of ac­ how AI can be associated with public relations, as well as how human-
tions (Singer, 2009). Service robot systems are autonomous and adapt­ like technologies can operate without human intervention, making
able interfaces that interact, communicate, and deliver services to an their own decisions and acting proactively (Galloway & Swiatek, 2018),
organization or customers (Ashrafian, 2014; Wirtz et al., 2018). These thus changing the relationship between firms (machines substituting
systems can learn from past experiences (Pagallo, 2013; Wright & frontline employees) and customers.
Schultz, 2018) and become connected and embedded into a bigger Social and digital impacts. The papers in this topic discuss how AI
system via knowledge bases and cloud-based systems (e.g., Wirtz et al., can evolve in social media applications and contribute to sales in
2018). Service robots can integrate local input (e.g., through cameras, retailing or banking contexts (Kostin, 2018; Moncrief, 2017; Payne,
microphones, and sensors), data from a wide range of other sources, Peltier, & Barger, 2018).
such as the internet and organizational knowledge system, as well as The papers also discuss the negative impacts of AI due to the
biometrics information of customers (e.g., through facial and voice distortion that can happen when online platforms and systems manip­
recognition systems) to identify a customer and provide him/her with ulate the content of traditional documents, such as books, newspapers,
highly customized and personalized services (e.g., Cockshott & Renaud, and legal documents, change the past, and eventually disseminate bad
2016; Gonzalez-Jimenez, 2018; Keisner, Raffo, & Wunsch-Vincent, practices and criminal thoughts (e.g., Kane, 2017; Pueyo, 2018; Rum­
2016). In this cluster, articles on integrated robot and artificial intelli­ pala, 2012; Singh, Gaur, & Agarwal, 2017).
gence (AI robots) (Kamishima, Gremmen, & Akizawa, 2018) compare
person-to-person service encounters with those involving the use of AI 3.2. Organizational impact of AI
robots, highlighting which tasks are most appropriate for humans and
which can be delivered by machines (e.g., Glushko & Nomorosa, 2013; The organizational impact of AI cluster aggregates topics on AI
Huang & Rust, 2018). There are emerging studies discussing the hy­ impact on work, manufacturing, knowledge management, decision
potheses that, in the near future, the use of AI robots may become supports, fuzzy logic approach, and risk management.
dysfunctional and may cause mental disorders and other psychiatric Work impact. This topic is associated with studies that suggest how
issues in humans (e.g., Ashrafian, 2017; Wright & Schultz, 2018). In work will be transformed using AI and other technologies and how such
sum, as a warning, researchers and thinkers argue that the use of AI technological innovation generates impact to the organization. As sug­
robots can have a huge impact in society, not only because they will be gested by Lee, Shin, and Baek (2017), organizations should fully utilize
more embedded in service encounters, but they can also put themselves and support employees to become fully engaged in their work by
and human beings at risk, become capable of performing creative tasks establishing general roles and specific tasks. Other studies claim the
(thus leave nothing for human beings), and achieve the same level of importance of incorporating AI in organizational decision, project, and
intelligence of human beings (e.g., Ashrafian, 2017; Brundage, 2015; enterprise contexts (e.g., Danila, 1989; Jankovic, Cardinal, & Bocquet,
Wright & Schultz, 2018). 2015), and how AI transforms the nature of work and the employee-
Law and regulations. From the 1980s, continuous work has been machine relationships (e.g., Kolbjørnsrud, Amico, & Thomas, 2018; Li,
done to develop legal expert systems, raising the number of researches Tang, Man, & Love, 2002). Sousa and Wilks (2018) point out the
on legislation and regulations of AI (e.g., Greenleaf, Mowbray, & Chung, importance of retaining critical skills for employees in organizations that
2018; Sehrawat, 2017). Other studies examine the right to be forgotten use AI. These include complex problem-solving, critical thinking, crea­
in AI memory (i.e., whether or not individuals can request that infor­ tivity, people management, coordinating with others, emotional intel­
mation made public about themselves be deleted), attempting to discuss ligence, judgement, and decision making, service orientation,
and analyze whether and how the law should address such issue, the negotiation, and cognitive flexibility. In sum, the papers suggest that AI
technical problems behind it, and the dearth of interdisciplinary schol­ will develop a sense of initiative and entrepreneurial capabilities inside
arship supporting privacy law and regulation (e.g., Čerka, Grigienė, & the organizations. AI systems can develop persuasive communication
Sirbikytė, 2017; Dalenberg, 2018; Hede, Nunes, Ferreira, & Rocha, with employees, capture the essentials of communication concisely to
2013; Villaronga, Kieseberg, & Li, 2018). Cath, Wachter, Mittelstadt, assist in promoting goods and services, formulate questions that
Taddeo, and Floridi (2018) highlight and compare the three reports that contribute to solving problems, and stimulate curiosity to create new
the White House, the European Parliament, and the United Kingdom knowledge (e.g., Aicardi, Fothergill, Rainey, Stahl, & Harris, 2018;
House of Commons, each delivered in 2016, regarding their visions on Sousa & Wilks, 2018).
how to prepare society for the widespread use of AI. In common, the Manufacturing. With the fourth industrial revolution, marked by the
three reports claim for transparency, accountability, and a positive use of AI and other technologies, production (industrial) may become
impact of AI on the economy and society. In an overview, the US report the main source of prosperity and creation of new jobs in developed
is the only one to have an elaborate research and development (R&D) countries (Vasin, Gamidullaeva, Shkarupeta, Palatkin, & Vasina, 2018),
strategy to support its recommendations. The EU report recommends the such as the case of the Russian Federation. AI contributes to optimizing
creation of a “European Agency for Robotics and AI” and makes several the quality of production system and consequently the quality of prod­
recommendations for legislation, reflecting a “less light touch” approach ucts (Dassisti & Giovannini, 2012; Olsson & Funk, 2009; Wu et al.,
to governance of AI and robotics. The UK report claims for the devel­ 2012); AI also allows for production of highly customizable products
opment of novel regulatory frameworks. Cath et al. (2018, p. 22) con­ (Tao, Qi, Liu, & Kusiak, 2018; Wu et al., 2018). From this topic emerge
cludes by stating that: “Exposed to such extraordinary technologies, the concept of case-based experience reuse, which refers to systems that

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facilitate experience reuse for different individuals working with stan­ 1991; Chan, Jiang, & Tang, 2000). Intelligent tools, such as expert
dardized production models, or to an efficient experience transfer sys­ systems, fuzzy systems, and neural networks, are developed for sup­
tem, which contributes to more time savings, higher predictability, and porting the flexible manufacturing systems (FMS) or for group decision
less risk (e.g., Dietrich, Kozlenkov, Schroeder, & Wagner, 2003; Olsson support systems (GDSS) (Aiken & Sheng, 1991). For example, in the
& Funk, 2009). As an example, when employees retire or companies automotive industry, nuclear power plants, or other industries, the use
need to downsize, organizational knowledge is often lost. New em­ of visual interactive simulations and AI simulated representations allow
ployees require training and they can repeat past mistakes. Using an AI companies to predict the performance of operational systems under
agent enterprises can avoid such situation (e.g., Dietrich et al., 2003; different decision-making strategies and to search for improved strate­
Olsson & Funk, 2009). Russell and Norvig (1995) claim that an agent is gies (Chakraborty & Boral, 2017; Chan et al., 2000; Robinson, Alifantis,
anything that can be viewed as perceiving its environment through Edwards, Ladbrook, & Waller, 2005; Yang, Jeong, & Park, 1994).
sensors and acting upon that environment through effectors. Thus, an Information infrastructure. The articles within this topic discuss the
agent can be a computer system that interacts with employees, having creation of expert systems for the interface between industry (a firm)
properties, such as autonomy, social abilities, reactivity, and and the public (external to the firm), such as consumers and a wider
proactiveness. society. To this end, AI is categorized into four sub-technological fields:
Knowledge management. This group of articles deals with systematic problem reasoning and solving (comprising a specific circuit arrange­
management systems of organization’s knowledge to create value ment for performing approximate reasoning where truth values and
through initiatives, processes, strategies, and systems that sustain and quantifiers are represented by possibility distributions), machine
enhance the storing, sharing, refining, and creating of knowledge (Davis, learning (a system having the capability to automatically add to its
1989; Paradice & Courtney, 1989; Shadbolt & Milton, 1998; Siurdyban current integrated collection of facts and relationships), network struc­
& Møller, 2012; Smith, Dykman, & Davis, 1989). Within an organiza­ tures (the system contains construction details of processors or their
tion, AI is intervening in such systems as lean supply chain (e.g., Choy, interconnections), and knowledge processing systems (a system
Lee, & Lo, 2003; Liu, Leat, Moizer, Megicks, & Kasturiratne, 2013), comprising specific domain data that is integrated as a collection of facts
quality management systems (Srdoc, Sluga, & Bratko, 2005), and and relationships [knowledge representation] and applies a reasoning
crowdsourcing systems (Bradeško et al., 2017). technique) (Tseng & Ting, 2013, p. 464–465). As AI contributes to the
Decision support. Decision support and the importance of a good knowledge economy in a network of several countries, the roles of each
decision making that integrates technical, human, and organizational country in the network can be determined by their performance in the
systems to achieve the strategic success of an enterprise is the core issue four sub-technological fields of AI, such as disseminators and catch-up
developed in this topic (e.g., Cabanero-Johnson & Berge, 2009; Cesta, players (e.g., Peña, 1998; Antonescu, 2018). AI systems may also
Cortellessa, & De Benedictis, 2014; Kosala, 2017; Krabuanrat & Phelps, assist in meeting the needs of the present without compromising the
1998). A paper by Kalantari (2010) highlights the excellent value and ability of future generations (i.e., supporting sustainable development)
contribution of Herbert Simon in decision making process within eco­ by creating expert systems that facilitate numerous stakeholders to
nomic organizations, claiming that Simon “was a true interdisciplinary communicate globally for sustainable causes (De Moor, 1998). These
scholar and has contributed to many disciplines […] he worked with systems can also be applied in the recruitment process of employees on a
Newell to create a new science of AI which set the ground for studying global scale (Dickson & Nusair, 2010).
human thought patterns using computational models” (p. 511).
Fuzzy logic approach and risk management. The last topic in the 3.4. AI methodologies
organizational impact cluster aggregates papers focusing on fuzzy logic
approach under AI technology to improve the quality of industrial The AI Methodologies cluster comprises six topics that are connected
products and reduce failures (e.g., Geramian, Mehregan, Mokhtarzadeh, to the methodological techniques used in the companies: methods,
& Hemmati, 2017; Tsang et al., 2018). Fuzzy logic is an approach to forecasting, data analysis, neural networks, learning, and problem
computing based on degrees of truth rather than the usual true or false (1 solving.
or 0) Boolean logic. That is, using the Fuzzy logic, the truth value of a Methods. This topic discusses the possibilities of using AI in complex
variable may be any real number between 0 and 1 (e.g., Novák, Perfi­ methodological techniques to predict market evolution and analyze
lieva, & Močkoř, 1999). The applications of fuzzy logic are found in customer churn, contributing to the marketing field. Examples of these
automobile industry (Geramian et al., 2017) and health care sector methods include neural network-based methods, fuzzy logic, memory-
(Choy et al., 2018). The papers suggest that the fuzzy logic approach based reasoning, text mining, aspect sentiment analysis, data mining,
contributes to the overall process of quality improvement through risk and machine learning (e.g., Abidoye & Chan, 2017; Burez & Van den
analysis, risk evaluation, and risk control (e.g., Taylan & Darrab, 2012; Poel, 2009; Kovacs, Bogdanov, Yussupova, & Boyko, 2015; Marques,
Tsang et al., 2018). Garcia, & Sanchez, 2013; Stansfield, 1995; Tatiya, Zhao, Syal, Berghorn,
& LaMore, 2018; Zurada, Levitan, & Guan, 2006).
3.3. AI systems Forecasting. This topic is attributed to studies that use AI algorithms
to analyze statistical time series models and grey theory in predicting
This topic cluster includes topics that aggregate AI systems deployed tourist arrival, consumer behavior, and air quality, contributing for
on the organizations such as expert system, systems design, and infor­ market planning (e.g., Chen, Su, Cheng, & Chiang, 2011; Cho, 2003;
mation infrastructure. Dohnal & Doubraysky, 2016; Goh & Law, 2011; Raghunathan, 1994; Yu
Expert system. This topic focuses on expert system, which is the & Schwartz, 2006; Zhou, Chang, Chang, Kao, & Wang, 2019).
knowledge base consisting of facts and heuristics. Facts are information Data analysis. Studies within this topic contemplate how data could
that are publicly available and widely shared and discussed. The per­ be better analyzed, such as how to extract essential facts that are
formance level of an expert system is a function of the quality and size of embedded in the data, how to manage large amounts of business data,
its knowledge base. The basic knowledge rule employs if-then state­ and how to use of rough set theory to deal with uncertainty (e.g., Goh &
ments. The “if” is the premise and represents a group of conditions; Law, 2003; Mazurek, 2013; Ostad, Mahmoee, & Nezhad, 2017; Park &
when the conditions are satisfied, the “then” (i.e., the conclusion) is Han, 2016; Reformat, Yager, & To, 2018; Shishehgar, Mirmohammadi,
inferred (Gupta, 1990). Thus, these articles deal with the development & Ghapanchi, 2015; Wong, Ho, & Tsui, 2017).
and improvement of algorithms of AI. Neural networks. As the name suggest, articles within this topic use
Systems design. This topic deals with the design of flexible the predictive performance of neural networks to predict consumer’
manufacturing systems where AI is integrated (e.g., Aiken & Sheng, responses to direct marketing and the use of a semantic network that

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Table 4 based on deep learning networks and convolution neural networks

Papers on future AI trends in business. (Krizhevsky, Sutskever, & Hinton, 2012), have allowed companies to
Author Title Journal handle complex predictive problems (e.g., image and video processing)
(Pouyanfar et al., 2018). Some examples include driver behavior
Capatina et al. Matching the future Technological
(2020) capabilities of an artificial Forecasting and Social intention to improve how self-driving cars adapt to the consumers’ in­
intelligence-based software for Change dividual characteristics (Shahverdy, Fathy, Berangi, & Sabokrou, 2020),
social media marketing with or learning algorithms to predict project profitability (Bilal & Oyedele,
potential users’ expectations 2020). Given the recent rise in computer power and algorithm
Davenport, Guha, How artificial intelligence will Journal of the Academy
Grewal, and change the future of marketing of Marketing Science
complexity, new applications are expected to impact how companies
Bressgott (2020) work and prepare for improving their competitive advantages. For
Haenlein and Kaplan A brief history of artificial California Management example, the Gartner hype cycle for emerging technologies classified
(2019) intelligence: On the past, Review generative adversarial networks (GAN) (Goodfellow et al., 2014) and
present, and future of artificial
eXplainable AI (XAI) (Arrieta et al., 2020) as innovative AI technologies
intelligence
Clarke (2019) Why the world wants controls Computer Lay and that may drive future applications (Gartner, 2019).
over Artificial Intelligence Security Review Although much have been written about AI in the literature, there
Yampolskiy (2019) Predicting future AI failures Foresight are still many challenges and management implications that are far from
from historic examples being fully addressed in previous studies. A search on SCOPUS and WoS
Upadhyay and Artificial intelligence-based Development and
Khandelwal training learning from Learning in
for papers on future trends in AI ranging from 2018 to 2020 in the
(2019) application Organizations Business subject area, revealed eight fundamental articles. Such trends
Kaplan and Haenlein Rulers of the world, unite! The Business Horizons are used here to highlight how AI may affect company stakeholders (see
(2019) challenges and opportunities Table 4).
of artificial intelligence
Following the stakeholder theory (Freeman, Wicks, & Parmar,
Geisel (2018) The current and future impact International Journal of
of artificial intelligence on Scientific and 2004), we discuss how AI may affect (1) the internal stakeholders, in
business Technology Research which we discuss implications for businesses driven by the use of AI for
the workforce and management (employees and managers/owners), and
(2) the external stakeholders, where implications of AI future trends for
describes the model for developing communication message design the companies may come from the customers, the suppliers, the society,
pattern (Chang & Wang, 2013; Claveria, Monte, & Torra, 2015; Cui & the government and other interest groups.
Wong, 2004; Er & Hushmat, 2017; Fish & Ruby, 2009; Soltani-
Fesaghandis & Pooya, 2018; Yekhlakov & Malakhovskaya, 2018). 4.1. Internal stakeholders
Learning. This topic includes a set of articles dedicated to the
methods to be used in multimedia learning, online education (including 4.1.1. Employees
faculty preparation and course connections), and learning approaches AI is often referred to when discussing the future of the working
for solving game theoretic models (e.g., Collins & Thomas, 2012; Fang, environment. AI agents will someday take over repetitive tasks and
Kimbrough, Valluri, Zheng, & Pace, 2002; Lin, Wooders, Wang, & Yuan, maximize efficiency (Huang, Rust, & Maksimovic, 2019). As a result,
2018; Lyons, 2017; Zhu, Marques, & Yoo, 2015). millions of jobs will be lost while new types of jobs will be created due to
Problem solving. This group presents methods for search approaches automation (Ford, 2013; Pueyo, 2018). In the first round of AI impact on
and formulation of problems, and propose alternative solutions using AI work, creative jobs are projected to be safe from AI replacement. In fact,
algorithms for operations management (e.g., Bekkouche et al., 2017; some researchers argue that AI will always fail to recognize and use
Georgiev & Georgiev, 2018; Khosravi, Nunes, Assad, & Machado, 2018; human creativity (e.g., Holford, 2019) and that a new type of Feeling
Lee, 2001; Liang, 2012; McCarthy, 2017; Schmidt, 1998; Tsafarakis, Economy (based on emotions, empathy and interpersonal relations) will
Saridakis, Baltas, & Matsatsinis, 2013). drive job creation (Huang et al., 2019). Yet, recent examples also show
AI systems that perform “creative” tasks by producing their own art
4. Future trends in AI: Stakeholder implications (Christies, 2018) and music (Guardian, 2018). Just as human beings AI
agents are influenced by their experience when developing their creative
In recent years, with the expanding availability of consumer infor­ ideas. AI agents will have more power to learn from their human an­
mation and information coming from multiple devices connected to the cestors to develop new creative and innovative concepts that may be
internet (IoT), companies have started to improve their maturity in applied in the workplace. This can also contribute to the creation of
terms of data science skills and business analytics. According to Gartner, smart workplaces as AI systems could assist in providing safer working
business analytics maturity can be measured in 4 stages, from a (1) more conditions and convenience due to a better understanding of patterns of
descriptive use of information, to (2) a diagnostic analysis stage that task fulfillment and creative processes. For example, Hyundai and
implies an understanding of the root causes that led to a specific Mercedes-Benz are already using AI embedded in exoskeletons to help
outcome, (3) a predictive analytics stage, in which companies use data human workers to perform better most repetitive tasks (Wilson &
mining algorithms to predict what will happen and (4) prescriptive Daugherty, 2018).
analytics that uses advanced optimization and artificial intelligence al­ Smart systems are also revolutionizing manufacturing. In fact, In­
gorithms to guide the company on how to make changes in the fore­ dustry 4.0 is already a reality in many medium-to-large companies
seeable future. However, despite the big data being collected and stored, (Diez-Olivan, Del Ser, Galar, & Sierra, 2019; Ghobakhloo, 2018). Smart
in the end of 2018, 87% of organizations worldwide were still consid­ manufacturing, with its roots dating back to the works of Kusiak (1999,
ered as having low analytics maturity (Gartner, 2018). Skilled resources, 2018), represents integrated systems that respond in real-time to the
such as Data Scientists -the professionals that know how to analyze the demand of the factory, the supply network, and the customer. The
big data and use it to improve the business- are still scarce (Statista, Internet of Things (IoT) will assist companies in measuring their oper­
2019). In contrast, data mining algorithms have become more accurate ational performance by implementing connected sensors to track most of
and faster in processing data. Although traditional analytical algorithms their activity (Turner, Emmanouilidis, Tomiyama, Tiwari, & Roy, 2019).
-such as artificial neural networks (ANN)- are still being successfully A company that is already using the benefits of embedding IoT with AI is
implemented in businesses to address problems such as fraud detection Nature Fresh Farms, which has reduced packaging times from more than
(Zakaryazad & Duman, 2016), the recent advent of new algorithms 35 s to just 8 s by improving the way it screens its fresh products (Forbes,

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2018). Furthermore, AI systems will be able to learn from past successes The integration of neurostimulators and nanochips into the brain
and failures in all the decision layers and come up with better solutions enhances the human organism toward transhumanism (Bostrom, 2005a,
such as lighter and more creative ways to produce airline components or 2014), and eventual creation of the hybrid humans (e.g., Kumar, Dixit,
completely new conceptual designs (as the ones developed by PTC- Javalgi, & Dass, 2016; Ng & Wakenshaw, 2017; Rust & Kannan, 2002).
Frustum’s AI systems) (PTC, 2020). Transhumanism is a movement that “understands and evaluates the
opportunities for enhancing the human condition and the human or­
4.1.2. Robotic employees ganism opened up by the advancement of technology” (Bostrom, 2005b,
Today, robots can sense their surrounding environment to learn how p. 3). Transhumanists believes that the actual biological condition of
to interact in the real-world. AI agents embedded in robotic systems are humans limits them to a range of feelings, thoughts and experiences,
thus evolving as they are learning to walk, to avoid obstacles, and to which may be leveraged by incorporating technology. The goal of such
master complex human skills (Fevre, Goodwine, & Schmiedeler, 2019; improvement of human capabilities is their subjective well-being and for
Singh & Bera, 2020). There has also been an increasing development in organizations to enhance employees’ job performance. The meaning
human-AI interactions to help AI agents learn faster by asking for behind subjective well-being comprises personal traits of individuals,
(human) help when confronted with a limitation, just like a human does their positive and negative affect, and life events (e.g., Dodge, Daly,
in its evolution (Silva, Faria, Melo, & Veloso, 2017). The proliferation of Huyton, & Sanders, 2012; Headey & Wearing, 1989; Myers & Sweeney,
automated systems that are using AI to execute complex tasks, such as 2004). Enhancing the cognitive, emotional, and physical characteristics
self-driving cars and customer service bots, will eventually lower the of humans can leave them with positive feelings and moods, improve
cost of producing such systems, making them more readily available their cognitive capabilities and physical dexterity to overcome their
(Ivanov & Webster, 2019). In addition, as AI agents are integrated into life’s challenges and negative events, and achieve their life goals. An
daily experiences (e.g., as customer assistants or factory workers), and engagement process will be needed for individuals to accept trans­
particularly in tasks where they take the master role in the human-object humanistic technologies. Indeed, these technologies may be so intrusive
relationship, as put forward by Schweitzer, Belk, Jordan, and Ortner and transformative that people will show a tendency to be afraid, feel
(2019), they will also become a new type of buyer. An example would be insecure, and thus avoid them.
an AI system embedded in a smart device or an AI-embedded robot that For organizations working on transhumanistic technologies,
would search, filter, select and buy a set of goods on behalf of their involving people in the cause by inviting them to actively participate
owners without explicit consent other than following its owner patterns during the whole process of new product development and openly
of behavior. explaining the potentialities, benefits, and eventual failures of these
technologies will be a challenge. Notwithstanding, only through internal
4.1.3. Management and owners and external engagement process with all stakeholders (including con­
The implications of a hybrid working environment are humans and sumers), organizations will be able to contribute to enhance human
AI systems working together and changing how managers and owners well-being and at the same time improve job performance (e.g.,
need to act to ensure a healthy working balance between multiple Greenwood, 2007; Rodriguez-Melo & Mansouri, 2011). As suggested in
different needs (Kaplan & Haenlein, 2019). Today, companies are the literature, employees who are engaged with the organization,
already using AI systems to help managers decide who to hire. Unilever, internalizing its mission and goals, will perform their job better (Kumar
for example, has been using HireVue to successfully analyze and survey & Pansari, 2016).
thousands of potential candidates for internships, while L’Oreal has Following such predicted advancements in the literature, we frame
been using a similar approach to recruit international candidates and the the first AI trend under the realms of Robots and Automated Systems
time needed to screen a candidate has decreased by 90% (Black & van and the second AI trend under Brain-Computer Interfaces (BCI) and
Esch, 2020). Such automated systems based on AI, although still in its Deep Brain Stimulation (DBS).
infancy, are known to be much less biased and much more objective than
traditional Human based recruiting (van Esch, Black, & Ferolie, 2019). A
4.2. External stakeholders
more distant future trend may rise from the use of brain-computer in­
terfaces to enhance cognitive skills for both managers and employees.
4.2.1. Customers
Today, brain-computer interfaces (BCI) are widely developed to
The previous section explored how companies are preparing for an
allow people to interact with a computer (smartphone or AI) using only
AI society. Such changes in the business landscape are already affecting
their brain waves (Cheng, Shu, Xie, & Chen, 2017; Martínez-Cagigal,
the way companies interact with consumers. For example, advanced AI
Santamaría-Vázquez, Gomez-Pilar, & Hornero, 2019). However, the
assistants capable of proactively taking actions for their users, as
future will also rely on bi-directional systems that not only capture brain
demonstrated by Google Assistant calling a restaurant to schedule a
waves, but also interact with the human brain though deep brain stim­
reservation (BBC, 2018), will become the norm in the near future, pre­
ulation (DBS).
senting new ways of delivering and consuming services. Following the
Although DBS is not a new field in cognitive neuroscience and has
self-expansion model (Aron & Aron, 1986) and the extended-self pro­
been used to treat neurological conditions and in neuroprosthetics
posed by Belk (2013) we suggest that consumers will increasingly adopt
(Horch & Dhillon, 2004; Rouse et al., 2011), its maturation has allowed
AI technologies (even BCI to enhance their cognitive skills) to reduce
its use to extend to other fields, such as immersive realities or memory
repetitive tasks while enhancing hedonic/aesthetic experiences. Some
enhancement (Cangelosi & Invitto, 2017). Yet, despite the evident
examples include Replika, an empathetic AI chatbot that learns from its
benefits of using BCI for commercial applications, the future and po­
owners’ behavior and acts as an emotional partner (Replika, 2020) and
tential applications will face numerous ethical challenges (Glannon,
Conversica, that augments customer support during the decision-making
2016), especially because of the possibility of such systems creating a
process (Conversica, 2020).
new type of hybrid humans (Humans 2.0) with levels of intelligence
much higher than their older, “natural” generation. Such cognitive dif­
4.2.2. Suppliers and society
ference will have significant business implications as more intelligent
The evolution of the Internet of Things (IoT) coupled with AI to form
workforce may dominate society.
intelligent cyberphysical systems will also bring new implications for

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Table 5
Future trends in AI.
Trend Type Summary of Trend Example Implications

Robots and The development of advanced automated Customer service bots; self-driving cars Job Loss (repetitive jobs); Job Satisfaction (creative jobs);
Automated systems to handle daily tasks Customer Engagement and Satisfaction
Systems
BCI and DBS Integration of neurostimulators and Social communication; cognitive Transhumanism; Job performance; stakeholder engagement;
nanochips into the brain to allow bi- enhancement human well-being
directional communication
Integrated IoT Smart devices connected to AI systems to Smart cities; Operational efficiency More sustainable cities; Increased profits
and AI maximize efficiency and relationships
Law and Ethics Definition of ethical codes and rules of law to Regulations for liabilities; Regulation of AI agents, hybrid (half human, half robot) and humans will
regulate AI work exist together in society and at work, thus, without regulation
the society may become chaotic.
AI becoming more intelligent than humans AI systems may demand to manage Human beings lose control over infrastructures for human life
important infrastructures for human life support and society
support and society

how we live our lives. In the near future, it is expected that everything HI, may occur in the next decades (Turchin, in press). However, risks
we use in our daily lives will be connected (Leminen, Rajahonka, and contingencies should be discussed today to prepare for the future.
Westerlund, & Wendelin, 2018). Such networked devices will generate Such risks include lack of safety of future AI systems, lack of trans­
significant amount of real-time behavioral data, which may only be parency, a potential biased and unfair treatment from self-learning
analyzed using AI algorithms to uncover latent knowledge that can be systems which may deepen socio-economic inequalities and the degree
used to help cities becoming better managed and more sustainable of dependency of HI from such intelligent systems (Green, 2018). So far,
(O’Dwyer, Pan, Acha, & Shah, 2019). As AI becomes more intelligent, it recommendations of how machine Ethics should be imposed on future
is expected that smart systems will find ways to optimize the daily lives systems have been focused mainly on a two-way approach that should
of city dwellers in ways we have never thought about before. The rela­ drive the discussions in the next decade. The first posits that such Ethics
tionship between companies and suppliers will also need to address the should be derived from learning systems that use past moral behaviors
ever increasing need to integrate Big Data information to better serve the and rules from the current society (Bello & Bringsjord, 2012), while the
consumer and improve production efficiency. Following such predicted second proposes the definition of a new set of agreed-upon moral rules
advancements in the literature, we frame the third AI trend under the that should be embedded in every AI system from its inception
reals of Internet-of-Things and AI integration. (Arkoudas, Bringsjord, & Bello, 2005). Recent trends suggest a mix of
both approaches under a set of hard and soft ethics standards (Floridi
4.2.3. GOVERNMENT: Law and ethics et al., 2018). Following such predicted advancements in the literature,
Deep learning was developed to accurately predict a given outcome we frame the fourth AI trend under AI integration, and Law and Ethics
by learning from the environment. However, with hidden layers (see Table 5).
embedded in the networks, they are largely black-boxes (Pouyanfar
et al., 2018). However, recent AI techniques framed under the 5. Concluding remarks
eXplainable AI (XAI) algorithms are paving the way for future trans­
parent applications based on AI (Arrieta et al., 2020). However, despite Recently AI has become a topic of interest for many researchers and
studies conducted to bring transparency to the complex learning pro­ practitioners in the Business field due to its diverse applications in
cedures that are inherent to AI (Miller, 2019), more research is needed to several industrial domains. Past research has pointed out the need for
translate AI language to human language. Yet, not only the communi­ more research that contributes to knowledge and strategies in the four
cation process between AI systems and humans needs to be settled, a identified topic clusters. The major concerns claimed in past research
whole AI systems and robots rights charter with duties and obligations include (i) how organizations should re-envision organizational struc­
should emerge and be approved by an international governing body, ture, job function, and skills, and educate future workforce (students),
such as the United Nations. Current laws governing citizens on tort and (ii) ethical and legal issues regarding data protection of citizens and the
liability should be reviewed and potentially extended to include AI new role of robots in society, and (iii) how new methods may emerge
systems to regulate who will be liable, for instance, if AI systems and that could perform more reliable future predictions. Table 6 provides
robots caused bodily harm to others (e.g., humans, AI agents, and hybrid several potential questions to guide the directions of future research
beings). In the same line of thoughts, when AI systems produce prod­ addressing these concerns.
ucts/experiences or when they receive and use them, they should be The contribution of the current paper is twofold. First a structured
entitled to intellectual property and have the duty to pay taxes. Despite analysis shows how AI implications for Business has evolved over the
some initiatives are already in place to develop some of these best last decades. Such contribution may help future researchers to guide
practices, such as AI for Humanity or the Institute for Ethics in Artificial their own literature review depending on their topics of interest in AI.
Intelligence (Nebeker, Torous, & Bartlett Ellis, 2019), there is a growing Second, future trends are debated following the recent findings in the
concern that, as AI becomes more intelligent, humans would be unable literature. We also propose a set of research questions stemming from
to control its evolution. A super intelligent society based on AI agents the recent trends that are still in need for further development. Despite
and hybrid humans may bring both enormous benefits and challenges in using prior research as a basis for proposing future directions, the sug­
terms of environmental and societal changes (Pueyo, 2018). Singularity, gested questions may still be far from being fully answered as no one
commonly referred as a state of super intelligence where AI overcomes knows the pace of AI evolution.

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Table 6 Table 6 (continued )

Questions for future research. Future Trends Business Domains Research Questions
Future Trends Business Domains Research Questions
• How should organizations stimulate
Robot and Strategy • How to design human–machine employees to use such systems?
automated integrated service strategies? • How can we re-train workers for intu­
systems • How to create original, unique goods itive and empathetic skills to remain
with AI applications? employable?
• How to identify consumer preferences • How can we educate students for
for human or machine services? intuitive and empathetic skills to
• How to streamline processes for human remain employable in an AI-led busi­
and machine service providers? ness environment?
• How hard is to duplicate competitive • How can organizations improve
advantages based on robots and knowledge creation with automation
automated systems? using generative models of deep
• How robots and automated systems learning?
depreciate over time and what kind of BCI and DBS Workforce • How can we engage stakeholders to
investment is required to keep the pace develop new product/experiences
of innovation under an AI-led business embracing BCI and DBS technologies?
environment? • How can we engage employees in the
Relationship • How will cognitive and emotional- application of transhumanistic
Marketing social complexity dimensions influence technologies to improve job
robot design? performance?
• Which relationship marketing • What is the impact for the company of
capabilities should be programmed in recruiting employees with BCI and DBS
service robot? technologies?
• How will the engagement process Transhumanism • How to connect humans and/or AI-
evolve between humans and AI- enabled machines for collective
enabled machines? and what about intelligence?
enabled-AI Robot-to-Robot • How may transhumanistic
engagement? technologies enhance human well-
• How can robots and automated systems being?
based on AI empower consumers with • How citizens/consumers/employees
disabilities to go beyond their cognitive who decide not to use BCI and DBS
and physical limitations? technologies will interact with those
Servicescape • How can service robots be effectively who do?
integrated into the servicescape? Integrated IoT • How will AI systems evolve to
• How will the new servicescape look and AI aggregate all important infrastructures
like in a robot dominated service in a city?
environment? • Can these networks allow a global
• What will be the core dimensions of management of the physical
servicescape in the service robots? infrastructures, social and political
Customer • Beyond the physical and virtual nature governance?
acceptance of service objects, what drives • Will AI systems support the
customer preference for physical or development of a sustainable planet?
virtual robots? Legal and ethical • How to balance the competing interests
• How can the more cost-effective virtual issues of innovative data use and personal
robots (e.g. holograms rather than data privacy rights?
physical robots at information coun­ • How should regulators attempt to
ters) be designed to achieve greater enforce laws that are not practicable
consumer acceptance? with new technology, for instance, the
• Which consumer and context factors Right to Be Forgotten?
determine the optimal level of • Could AI-powered machines develop a
humanoid appearance and social skills conscience of self?
for service robots? • Could machines using AI become
• How robot gender and personality will depressed and have other human-like
impact consumer responses to service psychological problems? If so, how to
robots? create new laws that could deal with
• Which service and industry this reality?
characteristics will potentially • Will AI agents, hybrids and humans
moderate the impacts of determinants exist together at the same time? How
of customer acceptance of service may the relationship among them be
robots? stablished and maintained?
Social acceptance • How can employees deal with working • When AI systems become smarter than
alongside humanoid robots that can humans, will humans lose control over
operate for extended periods without infrastructures for human life support
human intervention (making their own and society? If so, will humanity (as we
decisions and acting independently)? know it) cease to exist?
• How can humans deal with
autonomous systems in social
environments? Acknowledgment
• Can humanoid robots be accepted to be
part of social events (professional or
This work was supported by Fundação para a Ciência e a Tecnologia,
not) as any human?
Management • How should organizations manage and grant FCT UIDB/00315/2020.
implement AI systems in their
organizations? Appendix A

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Element 0: Absence 1: Low level 2: Medium level 3: High level Not

Applicable

1. Directly related to the There is not enough Not related Somehow related Totally related Not
objective of the research information to evaluate this Applicable
criterion
2. Theory robustness There is not enough Weak development of Superficial development of theories Robust use of theory Not
information to evaluate this literature and constructs within existing Applicable
criterion literature
3. Congruence of theory, There is not enough Incomplete data and not Data somehow related to the Strong link between the Not
methodology and findings information to evaluate this related to theory arguments arguments presented and Applicable
criterion data
4. Contributions to theory There is not enough Makes a low Makes a medium contribution Makes a high contribution Not
and/or practice information to evaluate this contribution Applicable
criterion

Source: Adapted from Macpherson and Holt (2007).

A.1. Methodological appendix Antonescu, M. (2018). Are business leaders prepared to handle the upcoming revolution
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Sandra Maria Correia Loureiro (PhD) is a professor at Instituto Universitário de Lisboa
278–302.
(ISCTE-IUL) and she is the director of the PhD in Management, specialization in Marketing
Stansfield, F. R. (1995). Enabling property professionals to overcome the limitations of
and the PhD in Tourism Management. Her current research interests include relationship
quantitative research. Property Management, 13(4), 36–43.
marketing and tourism marketing in real or virtual environments issues. Her papers have
Statista (2019). Retrieved from https://www.statista.com/statistics/662423/worldwi
been published in a variety of peer reviewed journals that include Journal of business
de-cio-survey-function-skill-shortages/ on March, 1, 2020.
research, Journal of Retailing, Journal of Service Management, Journal of Cleaner Pro­
Tao, F., Qi, Q. L., Liu, A., & Kusiak, A. (2018). Data-driven smart manufacturing. Journal
duction, Journal of Retailing and Consumer services, Journal of Brand Management or
of Manufacturing Systems, 48, 157–169.
Online Information Review. Her work has also been presented at respected international

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conferences such as EMAC, ANZMAC, and KAMS-GMC. Sandra serves as a reviewer for marketing, digital marketing and artificial intelligence implications for Marketing. He has
several international journals and conferences and has participated in several research published several publications in international journals, such as: European Journal of
projects funded by the EU and FCT (Foundation for Science and Technology). She recently Marketing, Journal of Business Ethics, Journal of Business Research, Journal of Retailing
won several awards, such as: the 2012 Best Paper Premier Award presented by the Global and Consumer Services, Tourism Management Perspectives among others. João Guerreiro
Marketing Conference (comprised of EMAC, ANZMAC, KSMS, and the Japanese Associa­ is also a reviewer for international journals and has presented his work on international
tion of Marketing), Highly Commended paper Award 2014 - 7th EuroMed Conference and conferences such as in the World Marketing Congress (WMC) of the Academy of Marketing
EuroMed Research Business Institute (EMRBI), Highly Commended paper Award 2016 - Science (AMS) and GAMMA-global Marketing conference.
9th EuroMed Conference and EuroMed Research Business Institute (EMRBI), Best Paper
Award 2016- ICCMI 2016, Best Paper Award TomiWorld 2017, Highly Commended paper
Iis Tussyadiah is Reader in Hospitality and Digital Experience and Head of Department of
in the 2017 and 2018 Emerald Literati Network Awards for Excellence.
Hospitality in the School of Hospitality and Tourism Management at University of Surrey,
where she leads the Digital Visitor Economy research group and the Digital Lab. Her
João Guerreiro (PhD) is an assistant professor at Instituto Universitário de Lisboa (ISCTE- research focuses on the intersection of information technologies and consumer behavior.
IUL) and a researcher at Business Research Unit (BRU-IUL). He is the Director of the Master She investigates the roles of intelligent systems in transforming consumer decision making
in Marketing. His current research interests include consumer behavior, relationship and experiences as well as business operations and performance.

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