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

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.