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EMAC 2020 Annual Conference

The Effect of Emerging Technologies’ Infusion in Organizational Frontline on Trust

Published: May 27, 2020


Arezoo Fakhimi, University of Otago


trust; organizational frontlines; AI-empowered technology


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.