Consumer artificial intelligence impact on organisations' data analytics and business intelligence processes

Abstract

This study examines people's intention to use consumer AI in data analysis and business intelligence. Introducing consumer AI in data analysis can make individuals more productive and efficient. However, some individuals fear how this innovation will change their employability. This study aims to determine which data analysis and business intelligence tasks consumer AI is best suited for, which characteristics of consumer AI make it appropriate for use in these tasks, and the factors organisations need to consider when introducing consumer AI in their data analysis and business intelligence processes. In meeting these research objectives, the study ultimately aims to determine to what extent consumer AI can be used in data analysis and business intelligence. This study adopted an interpretivist philosophy to understand the nuances. Qualitative data was collected through semi-structured interviews with fifteen analysts. A theoretical foundation was constructed by integrating three prominent theories, namely, the Unified Theory of Acceptance and Use of Technology (UTAUT), the Innovation Resistance Theory (IRT), and the Technology Organisation and Environment (TOE) framework. This theoretical foundation was used to develop the interview guide. The results showed that most participants believe consumer AI is best suited for data analysis. However, multiple participants indicated that consumer AI is useful in pre-processing data and visualising findings, ultimately increasing business intelligence and leading to better-informed organisational decisions. The participants identified eight characteristics that make consumer AI appropriate for data analysis and business intelligence. One of the main characteristics is that the chatbot is easy to use and that users can communicate with the application in natural language. The data revealed seven consumer AI drivers and six barriers ultimately impacting an organisation's adoption of consumer AI in data analysis and business intelligence.