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EMAC 2020 Annual Conference


The Effect of Emerging Technologies’ Infusion in Organizational Frontline on Trust
(A2020-63494)

Published: May 27, 2020

AUTHORS

Arezoo Fakhimi, University of Otago

KEYWORDS

trust; organizational frontlines; AI-empowered technology

ABSTRACT

One of the foremost challenges in the future is technology, particularly the accelerating integration of artificial intelligence (AI) with existing services. AI’s influence on organizational frontlines is revolutionizing businesses and empowering frontline employees. Customers increasingly interact with entities that are not human, however, they display intelligence and other human-like behaviours. These interactions challenge us to reconsider the nature of trust in AI technological world.