Impact of artificial intelligence adoption on quality management in service organisations: a multi-case study
Guilherme Luz Tortorella, Paolo Gaiardelli, José Moyano‐Fuentes, Juan Manuel Maqueria, Moacir Godinho Filho, Daniel Luiz de Mattos Nascimento · Production Planning & Control · 2026
This study empirically examines the effects of artificial intelligence (AI) integration into quality management (QM) processes of service organisations. A multi-case study in service organisations of different types was conducted. We utilised multiple sources of evidence to analyse and triangulate findings, yielding the development of propositions in light of the Dynamic Capabilities theory. Our findings indicated that AI adoption positively supports QM, especially in terms of the organisation’s ability to quickly learn and create new quality control and assurance solutions/procedures from this learning (sensing), and to integrate them into organisational processes and routines (seising). The identification of the impact of AI adoption on QM helps service organisations anticipate potential issues and address adequate countermeasures to reinforce their QM processes towards superior performance results.