Organizing vision of generative AI in the supply chain: an analysis of representations[Vision organisante de l’IA générative dans la supply chain : analyse des représentations]

This article mobilises the interpretive function of the organising vision framework to analyse the representations attributed to generative AI in the supply chain by professional actors involved in the production and circulation of discourses on this technology. The study is based on the analysis of 42 public professional discourses delivered by experts, solution providers and early adopters and disseminated on YouTube, using a mixed-method approach combining content analysis and correspondence factor analysis. The findings reveal the emergence of an organising vision structured around three dominant representations of generative AI in the supply chain: an efficiency-enhancing instrument; a catalyst for augmented intelligence; and a decision-support tool. These interpretations, however, remain largely general and weakly anchored in the operational realities of supply chain management, suggesting an early and not yet stabilised organising vision. The study contributes to research on the sociotechnical dynamics of the supply chain by showing how collective representations shape the interpretation of an emerging technology. It also highlights the methodological relevance of analysing professional discourses disseminated through digital platforms and sheds light on managerial challenges related to preparing the integration of generative AI into existing logistics information systems.