AI adoption decision-making styles and performance: the moderating role of decentralization

Youssef Shaban; Iftakar Haji; Victor Temprano Garcia; Ana  Isabel Rodriguez Escudero

AI adoption decision-making styles and performance: the moderating role of decentralization

Youssef Shaban
, Iftakar Haji
, Victor Temprano Garcia
, Ana Isabel Rodriguez Escudero

Aston University

Universidad de Valladolid

Research output: Chapter in Book/Published conference output › Conference publication

Abstract

Artificial Intelligence (AI) adoption is becoming a key strategic priority for firms seeking to enhance performance. Despite the growing prevalence of AI, little is known about how strategic decisions regarding AI adoption are made within organizations. This study investigates the impact of three decision-making styles—rational, intuitive, and political—on AI adoption performance. Additionally, we explore how decentralization moderates these relationships. Drawing on data collected from 208 firms in Egypt, our preliminary findings suggest that both rational and intuitive decision-making styles positively influence AI performance, while political decision-making shows no significant effect. Interestingly, decentralization weakens the positive impact of intuitive decision-making and does not significantly enhance the effect of rational decision-making, challenging assumptions about its benefits. These findings offer new insights into how organizations can align decision processes and structures to improve the outcomes of AI adoption.

Original language	English
Title of host publication	Conference Proceedings from XXXVI International Marketing Congress AEMARK
Publication status	E-pub ahead of print - 18 Sept 2025
Event	AI ADOPTION DECISION-MAKING STYLES AND PERFORMANCE: THE MODERATING ROLE OF DECENTRALIZATION - AEMARK Marketing Conference, Murcia, Spain Duration: 17 Sept 2025 → 19 Sept 2025

Conference

Conference	AI ADOPTION DECISION-MAKING STYLES AND PERFORMANCE: THE MODERATING ROLE OF DECENTRALIZATION
Country/Territory	Spain
City	Murcia
Period	17/09/25 → 19/09/25

Bibliographical note

This article is protected by copyright. This is an accepted manuscript of an article presented at the XXXVI International Marketing Conference AEMARK 2025.

Cite this

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title = "AI adoption decision-making styles and performance: the moderating role of decentralization",

abstract = "Artificial Intelligence (AI) adoption is becoming a key strategic priority for firms seeking to enhance performance. Despite the growing prevalence of AI, little is known about how strategic decisions regarding AI adoption are made within organizations. This study investigates the impact of three decision-making styles—rational, intuitive, and political—on AI adoption performance. Additionally, we explore how decentralization moderates these relationships. Drawing on data collected from 208 firms in Egypt, our preliminary findings suggest that both rational and intuitive decision-making styles positively influence AI performance, while political decision-making shows no significant effect. Interestingly, decentralization weakens the positive impact of intuitive decision-making and does not significantly enhance the effect of rational decision-making, challenging assumptions about its benefits. These findings offer new insights into how organizations can align decision processes and structures to improve the outcomes of AI adoption.",

author = "Youssef Shaban and Iftakar Haji and \{Temprano Garcia\}, Victor and \{Isabel Rodriguez Escudero\}, Ana",

note = "This article is protected by copyright. This is an accepted manuscript of an article presented at the XXXVI International Marketing Conference AEMARK 2025.; AI ADOPTION DECISION-MAKING STYLES AND PERFORMANCE: THE MODERATING ROLE OF DECENTRALIZATION ; Conference date: 17-09-2025 Through 19-09-2025",

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booktitle = "Conference Proceedings from XXXVI International Marketing Congress AEMARK",

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TY - GEN

T1 - AI adoption decision-making styles and performance: the moderating role of decentralization

AU - Shaban, Youssef

AU - Haji, Iftakar

AU - Temprano Garcia, Victor

AU - Isabel Rodriguez Escudero, Ana

N1 - This article is protected by copyright. This is an accepted manuscript of an article presented at the XXXVI International Marketing Conference AEMARK 2025.

PY - 2025/9/18

Y1 - 2025/9/18

N2 - Artificial Intelligence (AI) adoption is becoming a key strategic priority for firms seeking to enhance performance. Despite the growing prevalence of AI, little is known about how strategic decisions regarding AI adoption are made within organizations. This study investigates the impact of three decision-making styles—rational, intuitive, and political—on AI adoption performance. Additionally, we explore how decentralization moderates these relationships. Drawing on data collected from 208 firms in Egypt, our preliminary findings suggest that both rational and intuitive decision-making styles positively influence AI performance, while political decision-making shows no significant effect. Interestingly, decentralization weakens the positive impact of intuitive decision-making and does not significantly enhance the effect of rational decision-making, challenging assumptions about its benefits. These findings offer new insights into how organizations can align decision processes and structures to improve the outcomes of AI adoption.

AB - Artificial Intelligence (AI) adoption is becoming a key strategic priority for firms seeking to enhance performance. Despite the growing prevalence of AI, little is known about how strategic decisions regarding AI adoption are made within organizations. This study investigates the impact of three decision-making styles—rational, intuitive, and political—on AI adoption performance. Additionally, we explore how decentralization moderates these relationships. Drawing on data collected from 208 firms in Egypt, our preliminary findings suggest that both rational and intuitive decision-making styles positively influence AI performance, while political decision-making shows no significant effect. Interestingly, decentralization weakens the positive impact of intuitive decision-making and does not significantly enhance the effect of rational decision-making, challenging assumptions about its benefits. These findings offer new insights into how organizations can align decision processes and structures to improve the outcomes of AI adoption.

UR - https://aemarkcongresos.com/

M3 - Conference publication

BT - Conference Proceedings from XXXVI International Marketing Congress AEMARK

T2 - AI ADOPTION DECISION-MAKING STYLES AND PERFORMANCE: THE MODERATING ROLE OF DECENTRALIZATION

Y2 - 17 September 2025 through 19 September 2025

ER -

AI adoption decision-making styles and performance: the moderating role of decentralization

Abstract

Conference

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