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In the upcoming years, huge benefits are expected from Artificial Intelligence (AI). However, there are also risks involved in the technology, such as accidents of autonomous vehicles or discrimination by AI-based recruitment systems. This study aims to investigate public perception of these risks, focusing on realistic risks of Narrow AI, i.e., the type of AI that is already productive today. Based on perceived risk theory, several risk scenarios are examined using data from an exploratory survey. This research shows that AI is perceived positively overall. The participants, however, do evaluate AI critically when being confronted with specific risk scenarios. Furthermore, a strong positive relationship between knowledge about AI and perceived risk could be shown. This study contributes to knowledge by advancing our understanding of the awareness and evaluation of the risks by consumers and has important implications for product development, marketing and society.
In the context of digital transformation, having a data-driven organizational culture has been recognized as an important factor for data analytics capabilities, innovativeness and competitive advantage of firms. However, the current literature on data-driven culture (DDC) is fragmented, lacking both a synthesis of findings and a theoretical foundation. Therefore, the aim of this work has been to develop a comprehensive framework for understanding DDC and the mechanisms that can be used to embed such a culture in organizations as well as structuring prior dispersed findings on the topic. Based on the foundation of organizational culture theory, we employed a Design Science Research (DSR) approach using a systematic literature review and expert interviews to build and evaluate a transformation-oriented framework. This research contributes to knowledge by synthesizing previously dispersed knowledge in a holistic framework, as well as, by providing a conceptual framework to guide the transformation towards a DDC.