This paper answers the question, how Al does impact the organizational identity in client-focused investment advisory.
It is evident that an employee's fundamental work may shift when working with a decision-making, self-learning and intelligent AI. It is also conceivable that the employee's own values or work identity may adjust to the AI in some way. But what about when you do not just analyze the individual consultant?
If you look at the broader context and analyze the change in values and identity of the organization as a whole. To understand how the values and identity of the individual, but more importantly the identity of an organization, are affected by the introduction of AI, five asset managers from one of Germany's leading cooperative banks are interviewed, coded, and analyzed.
Based on research, it is shown that while the introduction of AI has a major impact on the way advisors work, it has little to almost no impact on the identity of the organization. That this may have something to do with the scope of application of AI in the institution and the value stability of the bank will be discussed in more detail later in the paper. The study joins the existing research on the topic of AI changing organizational identity.
Table of Contents
1 INTRODUCTION
2 THEORY
2.1 ARTIFICIAL INTELLIGENCE
2.2 ORGANIZATIONAL IDENTITY
3 RESEARCH METHOD
3.1 CASE DESCRIPTION
3.2 DATA COLLECTION
3.3 DATA ANALYSIS
4 RESULTS
4.1 ORGANIZATIONAL IDENTITY
4.1.1 Anthropomorphism
4.1.2 Organizational Values
4.1.3 Individual Values
4.2 IDENTITY CHANGES
4.2.1 Positive alternations
4.2.2 Negative alternations
4.2.3 No alternations
4.3 CONSULTING CHANGES
4.3.1 Advantages
4.3.2 Disadvantages
4.3.3 Future Improvements for Consulting
5 DISCUSSION
6 LIMITATIONS AND FUTURE RESEARCH
Research Objectives and Core Themes
The primary research objective of this study is to examine how the implementation of Artificial Intelligence (AI) influences the organizational identity of a cooperative bank within its customer-focused financial advisory services. The study addresses the question of whether AI acting as a support tool disrupts or alters established core values and the perceived identity of the bank.
- Impact of AI on organizational and individual values in financial services
- Application of the Gioia methodology for qualitative data analysis
- Cognitive attribution of human traits to AI (Anthropomorphism)
- Operational workflow efficiency versus traditional advisory identity
- Case study of a German cooperative bank's digital transformation
Excerpt from the Book
4.1.1 Anthropomorphism
Starting with anthropomorphism, this is an attribution of human qualities or behavior to non-human entities, objects, and events (Ashforth et al., 2020, p.? as cited in Epley, Waytz, Cacioppo, 2007; Guthrie,1993).
Here, the consultants were assigned to assign human attributes to their company. We were able to identify a total of 15 original statements and define 6 1st Order Concepts. For example, the bank was described as an older but experienced person. In addition, the person strives to keep up with the times so as not to get stale. ("A more mature age with experience and still trying to implement new things, not to get rusty". IP5)
In line with the bank's advanced age and experience, the humane characteristics of the bank are also characterized by their independence ("And yet every single bank wants to remain independent." IP3). But in addition to the self-referential characteristics, the bank is also characterized by its community spirit ("And I would say that the biggest thing is the strong community, [...]." IP3) and the "[family] appearance" (IP2, IP3).
Summary of Chapters
1 INTRODUCTION: This chapter highlights the impact of technological progress and Artificial Intelligence on modern working environments and introduces the research question regarding organizational identity.
2 THEORY: This section provides a conceptual foundation for Artificial Intelligence as a growing technological field and defines organizational identity based on established scholarly theories.
3 RESEARCH METHOD: This chapter outlines the case study design, specifically focusing on the cooperation with a German branch bank and the application of semi-structured interviews and Gioia-based coding.
4 RESULTS: The chapter presents the findings divided into three dimensions: organizational identity constructs, observed identity changes, and shifts in consulting practices due to AI.
5 DISCUSSION: This section interprets the study's results, concluding that while individual advisory practices change, the bank's core organizational identity remains largely unaffected by AI implementations.
6 LIMITATIONS AND FUTURE RESEARCH: This chapter reflects on the restrictions of the study, such as branch-specific data and sample size, and suggests interdisciplinary and quantitative directions for future research.
Keywords
Artificial Intelligence, AI, Organizational Identity, Asset Management, Cooperative Bank, Financial Advisory, Anthropomorphism, Digital Transformation, Gioia Methodology, Qualitative Research, Human-Machine Interaction, Corporate Values, Identity Change, Consultation, Wealth Management.
Frequently Asked Questions
What is the core subject of this research document?
The research examines the influence of Artificial Intelligence implementation on the organizational identity of a traditional cooperative bank's asset management department.
What are the primary thematic fields covered?
The themes include the definition of organizational identity, the role of human-like AI attributes, the practical changes in asset management consulting, and the resilience of organizational values.
What is the primary research question?
The study investigates to what extent the implementation of AI influences the organizational identity in customer-focused financial advisory services.
Which scientific methodology is employed?
The authors employ a qualitative approach, utilizing semi-structured interviews and the inductive Gioia method to analyze and code data into first and second-order concepts.
What is the focus of the main body of the work?
The main body rigorously analyzes the theoretical context, the case study findings regarding anthropomorphism, organizational values, and the practical pros and cons of AI in banking advice.
Which keywords define this paper?
Key terms include Artificial Intelligence, Organizational Identity, Asset Management, Cooperative Bank, Digital Transformation, and Qualitative Research.
How does the bank's "family" structure interact with AI tools?
The study notes that while the bank identifies itself as an "experienced family person," AI is viewed as a functional tool that does not necessarily clash with this identity despite some minor operational shifts.
What is the ultimate conclusion regarding AI's impact on bank identity?
The authors conclude that AI's impact on the bank's organizational identity is currently too tenuous to cause significant positive or negative alterations, as core values remain firmly anchored.
- Arbeit zitieren
- Moritz Merklinger (Autor:in), 2021, How does AI impact the organizational identity in client-focused investment advisory?, München, GRIN Verlag, https://www.grin.com/document/1274271
