Chatbots y resultados organizativos: actitud, uso, apoyo de la dirección y rutinas organizativas

Resumen

The rapid evolution of Artificial Intelligence (AI) and the imperative need for companies to integrate it into their processes to remain competitive is noteworthy. Chatbots, in particular, stand out for their increasing level of penetration. The use of this technology differs from previous advances due to its implications for the relationship with the human factor. Therefore, it is necessary to contribute to theoretical and empirical development with approaches that transcend particular perspectives to reveal the organizational reach and mechanisms of this technology. A theoretical model is proposed to analyze how attitudes toward and use of chatbots affect business outcomes, with an emphasis on management support and the redesign of organizational routines. To test this model, a quantitative approach based on a survey design and the partial least squares structural equation modeling technique (PLS-SEM) is used. Empirical evidence is provided on a sample of 403 Spanish companies, confirming a positive effect on attitudes toward chatbots, enhanced by management support. Furthermore, a positive relationship is observed between chatbot use and business outcomes, with a significant indirect effect through routine redesign, demonstrating that organizations must adapt to this disruptive technology for it to be effectively integrated. The conclusion is that successful chatbot adoption leads to improved business outcomes, and academic and practical implications are provided for technology management, digital transformation, and the design of post-adoption strategies.