Is There Such A Thing As Too Much Intelligence? : A qualitative study exploring how Born Global e-commerce companies are working towards adopting Artificial Intelligence into their Customer Relationship Management Systems

The purpose of this thesis is to explore the drivers and barriers of adoption of technology such as AI and how it could facilitate an internationalization. The thesis also hopes to explore how Born Global e-commerce companies are working towards an adoption of AI into the companies CRM-system. The model of multiple case study was chosen together with a qualitative method and an abductive approach. This was done by collecting primary data from three different Born Global firms within the e-commerce sector, as well as one CRM expert company, all located in Sweden and active on the international market. Furthermore, the theoretical framework presented Born Global, Technology Adoption, Customer Relationship Management and Artificial Intelligence. With the theoretical framework in mind, the conceptual framework was developed to show how the theories are connected to each other. Thereafter, the empirical findings were first presented and analysed together with theory and the voice of the authors of the thesis. The analysis visualize both similarities and dissimilarities between the empirical findings and the theory presented in the thesis. The final chapter concludes the barriers and drivers that Born Global e-commerce companies faces when adopting AI into their CRM-system. It also explains how AI within CRM could be beneficial as a tool on the Global market, rather than in the actual process of internationalization. To conclude the authors present the fact that companies are not working towards an adoption of AI into their CRM-systems. However, further development within the field is presented as well as theoretical and practical implications.