Perceptions of Artificial Intelligence: Framing a Consultancy's Successful Establishment of a Shared Understanding

Anna Caroline Fage-Pedersen & Philip Jørgen Ohnemus

Student thesis: Master thesis


In this project, we have analysed how and why the consultancy Bluefragments has succeeded in establishing a shared technological frame of reference with three of their clients. The analysis was
specifically focused on understanding how organisations perceive and make sense of the technology of Artificial Intelligence (AI). We have investigated the technological frame of Bluefragments and
each of their three clients. We have identified some distinct similarities and differences. We have then compared our findings to determine the extent to which Bluefragments technological frame
was aligned or misaligned with each of the three clients. Finally, we have used Bluefragments’ own concept of Ready-Made-AI to analyse why each of the consultancy’s respective collaborations were a
success. We generally found that Bluefragments has not had a conceptual discussion about AI with its clients. Nonetheless, all clients saw their collaborations with the consultancy as a success.
Therefore, we have concluded that a conceptual agreement on the nature of AI technology has not been a prerequisite for a successful collaboration. Bluefragments has, however, had an extensive
focus on the establishment of a shared terminology with each of their clients. Bluefragments focus on terminology has been with the aim to avoid misunderstandings and to find common ground with regards to the agreement on the practical solution.
We have used Orlikowski and Gash’s (1994) technological framing theory as a basis for our analysis. We have used their two categories, Nature of Technology and Technology Strategy, to
structure our interviews and subsequent analysis. However, we replaced Orlikowski and Gash’s third category, Technology in Use, with our own category: AI in action. This new third category includes a
socio-materialistic focus on AI technology. Our new category has allowed us to analyse organisational sense making, with regards to the interactive interplay between AI as an active
technology and the people using it.

EducationsMSocSc in Service Management, (Graduate Programme) Final Thesis
Publication date2018
Number of pages175
SupervisorsMari-Klara Stein