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Hey Siri, Google! Can you help me? A qualitative case study of smartphones AI functions in SMEs

Author

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  • Choudrie, Jyoti
  • Manandhar, Nuga
  • Castro, Carolina
  • Obuekwe, Chikelue

Abstract

Small to Medium Sized Enterprises are vital contributors to the economy of a country. These smaller organizations lag behind large organizations when implementing novel technologies. Smartphones offer Artificial Intelligence functions that are still being understood in the context of society and organizations alike. Recognising a research gap in Artificial Intelligence applications in the context of Small to Medium Sized Enterprises, the aim of this research study is: To explore, understand and explain smartphones AI enabled functions in the context of a case study. To achieve this aim, a qualitative study of a case study in Camden Market, London, United Kingdom was used. A sampling approach that used a non-random, snowball and purposive sampling led to 21 participants who were interviewed with open ended questions. This study found that some factors pertinent to mental, skills and usage access create a digital divide that leads to both positive and negative outcomes when using the AI Virtual Personal Assistants (VPAs) function of smartphones. In the positive outcomes, technoeustress emerged due to functions like, currency converters, language translation and weather forecasts. Negative outcomes included technostress where individuals did not understand the capabilities of VPAs. Also included in this paper are contributions and implications.

Suggested Citation

  • Choudrie, Jyoti & Manandhar, Nuga & Castro, Carolina & Obuekwe, Chikelue, 2023. "Hey Siri, Google! Can you help me? A qualitative case study of smartphones AI functions in SMEs," Technological Forecasting and Social Change, Elsevier, vol. 189(C).
    • Handle: RePEc:eee:tefoso:v:189:y:2023:i:c:s0040162523000604
    DOI: 10.1016/j.techfore.2023.122375
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    References listed on IDEAS

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    1. Bojovic, Neva & Gawer, Annabelle & Mangematin, Vincent, 2025. "User practices in shaping complementarities for creating diverse systems of use: Insights from users in situations of hearing loss," Technological Forecasting and Social Change, Elsevier, vol. 219(C).
    2. Wu, Weiwei & Zhang, Yifan, 2025. "Artificial intelligence innovation and environmental performance: Unraveling the complex roles of application and method innovation across enterprise sizes," Technological Forecasting and Social Change, Elsevier, vol. 218(C).
    3. Pramanik, Paritosh & Jana, Rabin K. & Ghosh, Indranil, 2024. "AI readiness enablers in developed and developing economies: Findings from the XGBoost regression and explainable AI framework," Technological Forecasting and Social Change, Elsevier, vol. 205(C).

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