‘Rhetoric’ and ‘Reality’ of Artificial Intelligence: A Multiple Case Study on Retail Sector in Sri Lanka.

Abstract

This study examines the utilization of Artificial Intelligence (AI) technologies in the retail industry of Sri Lanka, with a specific focus on the discrepancy between the discourse around AI adoption and its practical implementation. Using the multiple-case study methodology, authors examine the intricacies of AI implementation in various retail environments, to reveal the fundamental elements that contribute to the gap between anticipated results and actual outcomes. Researchers utilized in-depth interviews and a focus group discussion to examine the language used by various stakeholders, such as government agencies, industry leaders, and technology providers. The authors compared this language with the actual experiences and practical challenges retail enterprises encounter. By analysing both successful and unsuccessful instances of AI integration, recurring trends in the difficulties of implementation, technological constraints, and socio-economic obstacles were identified. The research findings revealed a significant gap between the potential advantages of AI and its real-world applications. The real impact of AI on the current retail context in the country is still in the initial stages, even with its constant promotion as a game-changing technology capable of revolutionising the retail industry through automation and robotics. Despite the excitement surrounding AI technology, this research demonstrates the challenges companies must overcome to successfully integrate AI into their operations. This provides valuable insights for business strategists, policymakers, and technology developers regarding the real-world applications and challenges of AI, highlighting the discrepancy between speculative promises and actual deployment with the support of the theoretical foundation of rhetoric institutionalism theory.