Business Model Innovation through AI Adaptation: The Role of Strategic Human Resources Management

Artificial Intelligence (AI) has transcended its status as a mere technological tool to become a fundamental driver of business model innovation. However, the path from AI adoption to tangible value appropriation is fraught with operational, regulatory, and strategic challenges. While organizations increasingly invest in AI, the adaptation processes—how employees and systems actually interact with the technology—are not monolithic. This study investigates the critical intersection of AI adaptation, value appropriation, and Strategic Human Resource Management (SHRM). Drawing on Adaptive Structuration Theory (AST), we explore how SHRM influences the nature of AI adaptation within dynamic business environments. Based on semi-structured interviews with top management personnel from ۵۱ large and medium-sized companies in India, we identify that adaptation is shaped by macro-environmental factors, organizational culture, and specific HR interventions. The study contributes a novel taxonomy of AI adaptation strategies: exploitive (incremental use), exploratory (radical experimentation), expedient (avoidance or limited use), and emancipatory (ethical and human-centric use). We propose a ۲×۲ matrix classifying these strategies based on managerial intent for innovation and the desire for value appropriation. Our findings suggest that SHRM plays a pivotal role in moving organizations toward ‘emancipatory’ adaptation, which maximizes value by aligning technological capabilities with human creativity and ethical standards. Conversely, ‘expedient’ strategies, often driven by cost-saving or skepticism, may secure short-term efficiency but limit long-term innovation. This research offers a robust theoretical model for understanding how SHRM can leverage distinct adaptation modes to ensure that the value created by AI is effectively appropriated by the organization.

کلیدواژه ها:

Artificial intelligence(AI) ، business model innovation ، Human Resource Management (SHRM) ، adaptive structure theory ، ethical and human-centered strategies ، organizational culture ، impact of macro-environmental factors