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Efecto de la turbulencia tecnológica generada por la inteligencia artificial en la innovación de producto: el papel de la orientación estratégica a la digitalización
Effects Of The Technological Turbulence Created By Artificial Intelligence On Product Innovation: The Role Of Strategic Orientation Towards Digitization
Efeito da turbulência tecnológica gerada pela inteligência artificial na inovação de produto: o papel da orientação estratégica à digitalização
DOI:
https://doi.org/10.15446/innovar.v33n89.107036Palabras clave:
innovación tecnológica, innovación digital, inteligencia artificial, orientación estratégica, transformación digital (es)Technological innovation, digital innovation, artificial intelligence, strategic orientation, digital transformation (en)
inovação tecnológica, inovação digital, inteligência artificial, orientação estratégica, transformação digital (pt)
La inteligencia artificial genera turbulencia en el entorno de las empresas, que se han visto obligadas a priorizar su adopción para mantenerse competitivas. Los robots se ocupan de procesar grandes cantidades de datos, además de mejorar la eficiencia operativa y la experiencia del cliente; sin embargo, su papel ha sido estudiado desde una perspectiva estrictamente técnica y operativa. El objetivo de este artículo es analizar el rol mediador de la orientación estratégica a la digitalización en la relación entre turbulencia tecnológica generada por la inteligencia artificial e innovación de producto, como una variable clave que puede facilitar el aprovechamiento adecuado y sistemático de la inteligencia artificial. El modelo de investigación se testeó mediante ecuaciones estructurales en una muestra de empresas en sectores en donde la adopción de robots inteligentes va en aumento. Los resultados muestran que la totalidad de la varianza de la innovación de producto está explicada por el efecto indirecto de la orientación estratégica a la digitalización. Por lo tanto, la innovación de producto depende de forma exclusiva de cuán determinada está la empresa a aprovechar las oportunidades que ofrecen las nuevas tecnologías digitales, más que de la presión externa generada por la inteligencia artificial.
Artificial intelligence (ai) has generated turbulence in the business environment, so companies have been forced to prioritize its adoption to remain competitive. Robots deal with the processing of enormous amounts of data, in addition to improving operational efficiency and customer experience. However, their role has been studied from a strictly technical and operational perspective. Therefore, the objective of this article is to study the mediating role of the strategic orientation towards digitization in the relationship between ai-driven technological turbulence and product innovation, as a key variable that could foster the adequate and systematic use of ai. The research model was tested using structural equations in a sample of companies in sectors where intelligent robots’ adoption is increasing. The results show that the entire variance of product innovation is explained by the indirect effect of the strategic orientation towards digitization. Consequently, product innovation depends exclusively on how determined the company is to take advantage of the opportunities offered by new digital technologies, rather than on the external pressure generated by ai.
A inteligência artificial gera turbulência no entorno das empresas, que são vistas obrigadas a priorizar sua adoção para se manterem competitivas. Os robôs se ocupam de processar grandes quantidades de dados, além de melhorar a eficiência operacional e a experiência do cliente; contudo, seu papel tem sido estudado sob uma perspectiva estritamente técnica e operacional. O objetivo deste artigo é analisar o papel mediador da orientação estratégica à digitalização na relação entre turbulência tecnológica gerada pela inteligência artificial e inovação de produto, como uma variável-chave que pode facilitar o aproveitamento adequado e sistemático da inteligência artificial. O modelo de pesquisa foi testado mediante equações estruturais numa amostra de empresas em setores em que a adoção de robôs inteligentes vai em ascensão. Os resultados mostram que a totalidade da variância da inovação de produto está explicada pelo efeito indireto da orientação estratégica à digitalização. Portanto, a inovação de produto depende de forma exclusiva de quão determinada a empresa está para aproveitar as oportunidades que as novas tecnologias digitais oferecem mais do que da pressão externa gerada pela inteligência artificial.
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