DOI: 10.1002/tie.

22374

COMMENTARY

Learning from artificial intelligence researchers about

international business implications

Vanessa Ratten 1 | Rakibul Hasan 2 | Deepak Kumar 3 | John Bustard 4 |

2 5
Arto Ojala | Yashar Salamzadeh
1
La Trobe Business School, La Trobe
University, Melbourne, Australia Abstract
2
School of Marketing and Communication, Artificial intelligence is a dynamic and emerging form of technological innovation that
International Business, University of Vaasa,
Vaasa, Finland
has numerous ramifications for international business managers. The aim of this arti-
3
Department of Industrial and Management cle is to obtain commentary from researchers about the role artificial intelligence will
Engineering, Department of Computer Science
play in the global arena. This includes asking questions about how it will affect inter-
and Information Technology, Indian Institute
of Technology Kanpur, La Trobe University, nationalization processes and whether it will lead to more international collaboration.
Melbourne, Kanpur, Australia, India Well-known researchers provide advice on what international business managers
4
Management, Leadership and Marketing
Department, Ulster University, Coleraine, UK
should do in terms of staying competitive but also how they can integrate learning
5
University of Sunderland Business School, from artificial intelligence into their business operations. Lastly, suggestions for
University of Sunderland, Sunderland, UK future research regarding the interplay between international business and artificial
Correspondence intelligence are provided.
Vanessa Ratten, La Trobe Business School, La
Trobe University, Bundoora, Melbourne, VIC KEYWORDS
3083, Australia.
artificial intelligence, business trends, digitalization, international business
Email: [email protected]

1 | I N T RO DU CT I O N 2000s online companies such as Facebook and Twitter emerged that

emphasized social interactions (Eriksson et al., 2020). This was a new
Bahoo et al. (2023) suggest that artificial intelligence started in recent form of artificial intelligence in that it utilized online communities to
times with William McCulloch in 1943 theorizing that a model com- understand network configuration (Davenport et al., 2020). By doing
prising artificial neurons could be a reality in the future. This was fol- so, it would enable predictions about future behavior to be estimated.
lowed by Alan Turing in the aftermath of World War II discussing the This continued with online search engines such as Google becoming
role machine learning could play in society. In 1956 at the Dartmouth popular. In the 2020s after the COVID-19 pandemic resulted in a
conference the term “artificial intelligence” was proposed as a way to large increase in usage of digital technology, artificial intelligence has
describe in general how machines could have human-like intelligence. boomed with the introduction of generative forms such as ChatGPT
In the 1970s, technology such as the tape recorder and cassette gaining popularity. In addition, at home virtual assistants and chatbots
player became popular. This coincided with an emphasis in electronics have further integrated the usage of artificial intelligence into people's
in Japan with a humanoid robot called WABOT-1 being made. In the lives (Kumar et al., 2019). For international business, big data and
1980s, research on artificial intelligence progressed, but it was not machine learning techniques have further transformed the usage of
until the 1990s with the IBM Deep Blue computer in 1997 winning a artificial intelligence (Huang & Rust, 2022).
chess competition that it gained popularity. In the 2000s, as the inter- Pan and Nishant (2023:2) state that artificial intelligence is “a digi-
net emerged, new types of artificial intelligence became evident in the tal technology that aims to imitate human intelligence (artificial gen-
marketplace (Hermann, 2022). Innovative ways of thinking about arti- eral intelligence, or AGI) though it can currently only perform
ficial intelligence in people's lives were discussed with the Roomba relatively more straightforward tasks (artificial narrow intelligence, or
automatic roaming vacuum cleaner became popular. During the NGI).” Artificial intelligence can take a public or commercial nature

This is an open access article under the terms of the Creative Commons Attribution License, which permits use, distribution and reproduction in any medium,
provided the original work is properly cited.
© 2024 The Authors. Thunderbird International Business Review published by Wiley Periodicals LLC.

Thunderbird Int. Bus. Rev. 2024;66:211–219. wileyonlinelibrary.com/journal/tie 211

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212 COMMENTARY

depending on how it is used in society (Huang & Rust, 2021). Public 5. How do you think international business managers can engage
artificial intelligence involves technology systems used by the with artificial intelligence?
public sector such as regional authorities, local councils, and govern-
ments. It tends to focus on infrastructure utilized by citizens such as Below are the verbatim responses received from the academics. The
telecommunications and public services but can include social per- format followed is that each question is stated then the name of the aca-
sonal artificial intelligence such as automated businesses and digital demic and their response included. This enables a holistic understanding
healthcare (Mustak et al., 2021). Surveillance-based artificial intelli- about different kinds of issues international business scholars and practi-
gence includes crowd monitoring for safety reasons. Sustainability- tioners need to consider related to artificial intelligence. This will help
related artificial intelligence refers to pollution or waste management. them to plan for the future and to consider the best plan of action. As
Commercial artificial intelligence is used by profit-oriented businesses the nature of artificial intelligence is changing so quickly in the global mar-
and focuses on customer engagement with technology (Verma ketplace, it is important to highlight key issues that should be responded
et al., 2021). Commercial artificial intelligence can include digital pub- to immediately, more medium-term considerations and long-term objec-
lic data and chatbots used to help make decisions (Wirth, 2018). tives. Thereby enabling immediate, short-term, and long-term planning
Huang and Rust (2018) state that the four main forms of artificial issues to be implemented regarding artificial intelligence in the interna-
intelligence are mechanical, analytical, intuitive, and empathetic. tional business landscape. There is an international response to the ques-
Mechanical intelligence involves tasks that are repeatedly performed tions as academics come from various global locations and include:
and normally involve mundane tasks. This enables routine tasks to be
conducted via computers thereby saving humans time to fulfill other Vanessa Ratten, La Trobe University, Australia
tasks. Analytical intelligence refers to the technology used to solve Deepak Kumar, Indian Institute of Technology Kanpur, India; La
high-level problems. This means there is some degree of sophistica- Trobe University, Australia
tion in terms of critically processing information and learning new John Bustard, Ulster University, Northern Ireland
things. Intuitive intelligence involves more emotional thinking through Rakibul Hasan and Arto Ojala, University of Vaasa, Finland
computers. It emphasizes creative and predictive thinking rather than Yashar Salamzadeh, University of Sunderland, United Kingdom
just analyzing information. Empathetic intelligence involves under-
standing emotions that can include verbal and nonverbal cues and
interpreting them in the right way. 2.1 | What suggestions do you have for
The aim of this article is to obtain information and advice from researchers studying artificial intelligence and
international business scholars about artificial intelligence and interna- international business?
tional business. This will help in solidifying the current direction of the
field and formulating research suggestions for the future. Responses 2.1.1 | Vanessa Ratten
about managerial implications about artificial intelligence regarding
international business are also asked to the respondents. Thereby I think embrace the novelty and newness of artificial intelligence. We are
helping managers learn about potential changes in business practices currently in the age of artificial intelligence, so it is an exciting time in
that result from the use of artificial intelligence. terms of the speed and rate of development regarding artificial intelli-
gence. I think researchers need to embrace artificial intelligence in terms
of developing new theories and thinking about how international man-
2 | LEARNING FROM ARTIFICIAL agers are adapting to the change. I would recommend that researchers
INTELLIGENCE RESEARCHERS revisit existing international business theories regarding digitalization and
internationalization but adapt them to the artificial intelligence context.
Academics were asked to consider the following questions and told Thereby creating different perspectives about the relevancy and cur-
that they could respond to just one question, some, or all. The maxi- rency of artificial intelligence in the international business environment.
mum word count per contribution was 1000 words.

1. What suggestions do you have for researchers studying artificial 2.1.2 | Deepak Kumar
intelligence and international business?
2. What current contributions to the artificial intelligence and inter- Researchers should examine AI's use in international business, includ-
national business research field do you think is the most important ing market research, supply chain optimization, cross-cultural commu-
and why? (A contribution can be an article, book, book chapter, nication, and international marketing. Investigating individual use
idea, conference paper, or other intellectual output). cases in these fields can reveal how AI can improve international
3. What in your view are research gaps and opportunities in the artificial operations. Given the ethical issues surrounding AI, ethical concerns
intelligence and international business research field at the moment? are paramount. Researchers should systematically study these con-
4. What companies are the most innovative regarding artificial intelli- cerns in international business contexts, addressing data protection,
gence usage? Please explain. transparency, fairness, and bias in cross-border AI deployments.
 15206874, 2024, 2, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/tie.22374, Wiley Online Library on [21/01/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
COMMENTARY 213

International business researchers should indulge in joint research 2.2.2 | Deepak Kumar
with AI experts. This interdisciplinary approach can generate new ideas
and deepen understanding of how AI might boost international com- The most significant recent contributions to AI and international busi-
merce. To keep ahead of AI research, researchers should stay educated, ness research are:
adapt research methods to develop AI trends, and attend AI conferences.
Researchers should also examine how AI affects global trade and 1. Artificial Intelligence and International Business (Fornes &
investment, including trade patterns, investment decisions, and trade Altamira, 2023): It discusses how AI gradually enhances efficiency,
discussions. They should also investigate AI-powered cross-cultural cross-cultural communication, and knowledge exchange in interna-
communication tools and foreign market entry tactics. A holistic view tional businesses. It also highlights serious AI adoption problems
of AI adoption must consider its socioeconomic effects on employ- and calls for trade regulation changes.
ment, income distribution, and societal well-being. 2. Major obstacles and directions for the application of artificial intel-
Researchers can also examine AI's function in international busi- ligence in international business (Aminov et al., 2023): This article
ness crisis management and risk assessment, including global disrup- addresses regulatory, personnel, and technological impediments to
tions. They should also focus on leveraging AI to optimize resource worldwide AI implementation. It emphasizes “smart” personnel
allocation, reduce environmental effects, and promote responsible practices, adaptable business models, and automation to improve
corporate conduct in international business. the worldwide operations of international businesses.
3. The strategic use of artificial intelligence in the digital era: System-
atic literature review and future research directions (Borges
2.1.3 | Yashar Salamzadeh et al., 2021): This systematic literature study identifies four
AI-created value streams in international business: decision assis-
Due to the interdisciplinary nature of studying AI and international tance, customer and staff engagement, automation, and new prod-
business fields at the same time, researchers primarily require cross- uct development. It stresses the importance of data quality,
disciplinary research teams with knowledge on various aspects of cultural diversity, and changing rules.
these fields. This research theme must appreciate the available 4. Artificial intelligence: The light and the darkness (Grewal
wealth of knowledge in both fields while also being aware of the et al., 2021): This paper discusses how AI can improve decision-
rapid pace of improvement and transformation here. Researchers making and automation but also displace jobs and compromise data
must sense and seize opportunities to define new research ideas privacy. It emphasizes responsible AI development and regulation.
based on knowledge developed in other relevant fields of study, 5. Artificial intelligence in business: State of the art and future research
contexts, and also the emerging concerns such as moving toward agenda (Loureiro et al., 2021): This study groups 18 AI research
having a new generation of managers and entrepreneurs in IR4.0 areas into four clusters. It analyses new themes and issues, such as
and Society 5.0 era. AI-IoT integration and ethics, to guide future research.
It is critical to consider the soft side of AI in addition to the hard 6. Leveraging Artificial Intelligence in Business: Implications, Applica-
side. This is why researchers must not lose sight of both aspects at tions, and Methods (Sestino & De Mauro, 2022): This study catego-
the same time, because focusing on the hard technological side will rizes current research into implications, applications, and techniques,
only be useful if the soft ethical, value-based, humanistic side is also providing insights into the emerging AI landscape in business.
included in the scope of their research, and only in this way they will 7. An Artificial Intelligence Foreign Market Screening Method for
be able to have a proper impact on the society using their research. Small Businesses (Fish & Ruby, 2009): This article provides an AI-
based way for small businesses to evaluate overseas markets, mak-
ing international expansion easier. This contribution is crucial
2.2 | What current contributions to the artificial because it addresses small enterprises' unique demands in evaluat-
intelligence and international business research field ing and expanding into overseas markets.
do you think is the most important and why?

(A contribution can be an article, book, book chapter, idea, conference 2.3 | What in your view are research gaps and
paper, or other intellectual output) opportunities in the artificial intelligence
and international business research field at the
moment?
2.2.1 | Vanessa Ratten
2.3.1 | Vanessa Ratten
I think there are many general articles in the academic literature and
newspapers on artificial intelligence particularly around ChatGPT There are many research gaps and opportunities at the moment, so the
and the role of generative artificial intelligence. The most influential time is ripe to conduct research on this topic. At the moment we have
contributions are those that specifically discuss how international just come out of the COVID-19 pandemic, so there is already a height-
business managers can adapt to artificial intelligence. ened sense of emphasis on digitalization and digital entrepreneurship.
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214 COMMENTARY

This has led to the artificial intelligence revolution, but if you search the implications beyond economy, society, and environment which will
literature there is still not that much written about artificial intelligence require appropriate policy oversight and a broader conversation toward
and international business. There may be much existing that indirectly more safe application on behalf of humanity (Eloundou et al., 2023).
link to the topic, but specific articles are rare. This will change as more Given the early successes of these models in adding efficiency to
researchers and practitioners want to know what should they do varying business tasks and the potential for rapid adoption, business
regarding artificial intelligence and specific steps to take. I think there managers have the additional challenge of investors, C-suite manage-
needs to be more theory development or studies that take a multi- ment, shareholders, and value chain stakeholders toward quickly
method perspective including different units of analysis such as the adopting and engaging these technologies to create further opera-
international business manager and community. tional efficiencies, greater customer intimacy and/or as a means to
explore product/service leadership in their industry or category
(Gellweiler & Krishnamurthi, 2020). Many firms are seeing success in
2.3.2 | Deepak Kumar using these value-creating opportunities to digitally transform their
organizations and as such, it could be argued that LLMs as with other
The intersection of artificial intelligence and international business AI, offer a catalyst and focal point for digital transformation strategy
offers a multitude of research gaps and exciting possibilities. One cru- to coalesce more easily and as a conduit to explore DT in organiza-
cial area of exploration involves understanding how AI is transforming tions of all sizes and types (Holmström, 2022).
trade patterns, supply chain networks, and global investment Indeed, given these rapid advances and the relative ease of
decision-making. Research into the socioeconomic impacts of AI deploying and applying LLMs at relatively low cost for increased value
adoption in international business, including its effects on employ- creation through the technology, it is clear that several challenges
ment, income distribution, and social equality, is essential for informed loom for businesses and brands as they seek an appropriate pathway
policy development. to assure organizational longevity. Through such transformation, it is
Another promising avenue for research lies in AI's role in facilitating critical that managers gain perspective and become mindful of the
cross-cultural business negotiations and enhancing communication and ethical, cultural, technical, and looming regulatory oriented challenges
understanding across diverse cultures. The ethical dimensions of AI in that will co-exist with the development of such technology through
international business, such as data privacy and fairness, demand con- such business transformation (Qiu, 2023).
centrated research efforts to establish robust ethical and legal frame-
works. Additionally, the cultural adaptation of AI technologies and the Business value
integration of AI-enabled sustainability practices into international busi- There is a growing body of work highlighting the exceptional
ness operations are uncharted territories ripe for exploration and study. advances in some distinct areas, for example, knowledge work, that
Organizations venturing into international markets can benefit are offering quantitative insight and construe as new business value in
from AI-driven research on market entry strategies, encompassing leveraging these models. A recent working paper released by Harvard
market selection, customer segmentation, and timing. The effects of scholars working in partnership with Boston Consulting Group
AI on global marketing, consumer experiences, and the optimization (Dell'Acqua et al., 2023, p. 1) highlighted a “jagged technological fron-
of global supply chains warrant in-depth investigation. The synergies tier” where research is uncovering tasks that AI excels at but also
between AI, blockchain, 5G, and the Internet of Things (IoT) in inter- some tasks where it struggles in similarly complex actions.
national corporate operations represent a compelling and evolving The opportunity is clear though, with research suggesting consul-
research field. Finally, exploring AI's role in international corporate cri- tants at the firm partnering with the AI (ChatGPT4) were 12.2% more
sis management and risk assessment can provide valuable insights into productive, 25.1% more time efficient, and a staggering 40% increase
adapting to global disruptions. in the quality of work over the control group not using AI for these
knowledge work tasks. Also and possibly more critically, consultants
deemed to be below average performers based on the earlier analysis
2.3.3 | John Bustard carried out, improved by 43% by leveraging AI in their roles (for com-
parison, above average performers benefitted by 17%). One critical
Introduction issue with the frontier nature of this evolving technology in this
The burning question in many businesses and organizations around the instance was tasks that were outside the AI's capability frontier, con-
world is how to navigate the tsunami like paradigm shift in applied busi- sultants were 19% less likely to finish with the correct solution.
ness technology that is resultant from the developing proliferation of
AI. This is particularly due to the phenomenal success of Large Lan- Key challenges for business managers
guage Models (LLMs) such as ChatGPT (Noy & Zhang, 2023). LLMs are As co-founder of what became Google's DeepMind, Mustafa Suley-
exhibiting significant impact effects as “meta technologies” that will man (2023) suggests the next decade will see access increase to AI's
exponentially impact on productivity and efficiency but also drive vary- with collective intelligence applicable as strategists, coaches, negotia-
ing labor force impacts given the nature of globalized economics and tors, and lawyers and as such this means that it is more a matter of
the resultant pursuit of labor saving for profit (Montobbio et al., 2022). when than if Managers will need to develop a DT business strategy.
There is no doubt that the application of LLMs is having considerable Some of the key challenges for business managers which loom across
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COMMENTARY 215

T A B L E 1 Challenge/opportunity and solutions/approaches for Integrating LLMs as “strategic partners” may offer a unique
artificial intelligence. opportunity to blend the intuition of human thought with the exper-
Challenge/opportunity Solutions/approaches tise of AI's data-driven insights. As Verganti et al. (2020, p. 225) pos-

Strategy: Having an agreed From internal policy development ited in 2020, “AI can offer better performance in terms of customer
business strategy (and on the application of AI centricity, creativity, and rate of innovation.” Given the magnitude of
appropriate business model) through to embedding AI as an this next wave of AI, it will be interesting to see how business man-
for approaching AI opportunity for digital
agers seek to leverage LLMs for competitive advantage in the coming
transformation as versus simple
digitalization. Strategic years.
oversight is fundamental for
success and survival
Insight: Modes to measure AI's An evaluative mechanism/ 2.3.4 | Rakibul Hasan and Arto Ojala
impact and its opportunity in framework to support
an organization's ecosystem organizations in exploring value
International expansion of firms
creation opportunities/costs
and capacity to underpin this Recent IB research recognizes that specific characteristics of techno-
insight into actionable strategy logical artifacts profoundly impact the internationalization of digital-
Processes: Approaches to enable Organizational approaches to based ventures (Ojala et al., 2018, 2023) and the global expansion
(or disable) AI's use in an explore best fit for managing strategies of large firms (Autio et al., 2021). Therefore, IB researchers
organisation's culture and the activation or delay in
can take a micro foundational lens focusing on technological artifacts
environment applying AI for particular
of AI. We acknowledge that IB studies focus on humans
economic, cultural, or ethical
reasons from an organizational (e.g., bounded rationality, cognitive flexibility) to argue on a micro
perspective foundational lens (Bhatti et al., 2022; Coviello et al., 2017). While the
People: Talent enablement HR and business functions co- human-centric focus is paramount, our invitation is complimentary
through systems and creating mechanisms to and emphasizes the technical characteristics of computations and
processes supporting creating leverage and support
machines to extend the IB field. We comprehend research opportuni-
dynamic capabilities and appropriate activation and
reskilling staff management of talent toward ties of AI at the intersection of the international expansion of firms on
enabling capacity. This is critical five fronts.
to orient developing business First, Ojala and his colleagues (2018, 2023) focus on international
ecosystems within this
new ventures and demonstrate how entrepreneurs integrate, build,
paradigmatic business shift
and reconfigure their capabilities by leveraging the characteristics of
Source: Author developed. digital artifacts in internationalization. Such studies advance the IB
field yet impliedly indicate the leveraging of micro foundational
aspects of technological artifacts in the IB literature. Scholars thus can
several aspects of these emergent waves will also be opportunities for investigate the specific features of AI and what entrepreneurs should
organizations to embrace DT in partnership with the very technology do with AI to facilitate internationalization. Hence, what are the criti-
itself in its “creative” capacity. In framing this emerging reality, there cal characteristics of AI, and how do entrepreneurs utilize those char-
are several examples highlighted below which will need to be consid- acteristics to facilitate internationalization? How do entrepreneurs
ered as business managers negotiate developments in their industry integrate, build, and reconfigure specific features of AI into their prod-
(Table 1). ucts and services, and how these actions enable them to access new
international markets?
Future research Second, the global strategy literature identified several features
Given the continuing and significant impact of LLMs on businesses of technological artifacts—one is related to AI, which is re-
tactical actions in delivering tasks more efficiently, it would be useful programmability (Autio et al., 2021; Ojala et al., 2023). It refers to the
to consider the collective outcomes of AI as a partner in strategy openness and extent to which AI is modifiable for new purposes by
development. Opportunities for future research to explore this impor- entrepreneurs or firms. This distinct characteristic is also recognized
tant development would be: in multidisciplinary AI literature (Rahwan et al., 2019). We argue that
entrepreneurs can dissect and modify the existing computational
a. Assessing LLMs and humans comparatively in terms of strategy capability of AI embedded into their product or service offerings. This
development leveraging common strategic frameworks such as reprogrammable computational capability allows entrepreneurs to
PESTEL, SWOT, and TOWS analysis. develop dynamic capabilities. For example, a group of AI scientists
b. Assessing LLMs versus humans and versus other LLMs in regards working on speech recognition in Finland formed a new venture
to scenario planning or forecasting abilities—predictions based on named Speechly (www.speechly.com), which utilizes natural language
current trends and data toward future insight. processing and machine learning capabilities. The original function
c. LLMs as creative partners in innovation and as enablers in the iden- was for e-commerce stores to enable voice-enabled shopping baskets.
tification of a more dynamic and disruptive business model. However, the AI-driven capability can be modified and configured to
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216 COMMENTARY

functions like automated voice chat moderation to combat toxic however, here I will discuss an emerging opportunity and some rele-
behavior in the game industry. The reprogrammable feature of AI vant gaps related to it.
offers flexibility to construct new functions after preliminary initiation. The rapid pace of AI transformation through natural language
Therefore, we maintain that it enables entrepreneurs to modify the processing, machine learning, and self-improvement has resulted in a
structure of AI systems and their original functions (Ojala et al., 2023; possible scenario in which AIs can communicate, negotiate, and
Rahwan et al., 2019). Hence, how do international new ventures uti- make decisions together. While we already have this AI–AI commu-
lize the re-programmability features of AI to facilitate expansion to nications and negotiations using text, codes, and speech, in some
new industries and foreign markets? How do entrepreneurs configure simple negotiation tasks, we need to be ready for the emergence of
dynamic capabilities powered by AI to facilitate firm internationaliza- AI–AI business platforms in international businesses where different
tion? How do firms control openness and re-programmability of AI functions of the businesses (ranging from marketing, HR, finance,
services with their global ecosystems? procurement, and CSR to even strategic management) can be done
Third, Autio and his colleagues (2021) focus on large firms and through a communication, negotiation, and decision-making by two
illustrate how firms organize their knowledge activities in international or more AIs. While considering this research opportunity, we face
expansion activities enabled by AI. They indicate firms' utilization of many questions to be answered. Below, some more important ones,
the economic mechanism of AI in coordinating and moving tangible are shared briefly:
and intangible goods across borders. Therefore, future research can
take an economical and transaction-based point of view to investigate • What are the impacts of these AI–AI business platforms on the
the impact of AI in optimizing business processes (Cuypers employees and managers of international businesses? And consid-
et al., 2021). Hence, how can firms gain efficiency and optimize busi- ering the Gen Z and Gen alpha in this transformation adds to the
ness processes powered by AI systems? To what extent does AI com- complexity.
plement humans' bounded rationality in internationalization and firm • Which organizational systems, and to what extent, are prone to
performance? change after the emergence of these platforms?
Fourth, future research can take a behavioral point of view to • How will human–machine interaction look like in AI–AI business
investigate the formation of knowledge and decision-making in inter- platforms?
national expansion. Recent information management literature • What are the social impacts of AI–AI business platforms used in
debates the role of machine intelligence that emphasizes augmenta- international businesses including the quality of life, equality, jus-
tion versus automation in human-led decision-making tasks (Lyytinen tice, transparency, happiness, and so on?
et al., 2021; Tschang & Almirall, 2021). Furthermore, there is debate • Do we need to expect a new business model innovation in interna-
on whether AI complements or replaces human counterparts in busi- tional businesses due to the emergence of AI–AI business
ness process optimization and decision-making (Choudhury platforms?
et al., 2020). Accordingly, researchers can take a knowledge-based • What is the decision-making process for humans in AI–AI business
view to analyze the augmentation-automation paradox in internation- platforms?
alization decision-making (Grant & Phene, 2022). We maintain that AI • What are the ethical aspects of using AI–AI business platforms in
performs well in conjunction with human counterparts. It should be international businesses?
deployed to complement humans, not to replace them in decision- • How will international businesses manage their corporate digital
making tasks, as human intuition and experience are paramount for responsibility while using AI–AI business platforms?
organizational success. Hence, how can firms utilize AI to augment • What will the new organizational governance systems of interna-
humans in internationalization decision-making concerning tangible tional businesses look like while utilizing AI–AI business platforms?
and/or intangible goods?
Finally, we also contend that the trustworthiness of AI will have
effects on building human–machine conjoined and complementarity 2.4 | What companies are the most innovative
dynamics in problem-solving and decision-making (Glikson & regarding artificial intelligence usage? Please explain
Woolley, 2020). Therefore, research focus on trust based on Uppsala
internationalization theory (Johanson & Vahlne, 2009) would generate 2.4.1 | Vanessa Ratten
a novel understanding of firm internationalization at the intersection of
AI. Hence, to what extent human trust in intelligent machines posi- I would say OpenAI that produced ChatGPT is the company everyone
tively impact human-machine complementarity in the internationaliza- is talking about, and NVIDIA is another company on everyone's radar.
tion process and reduce the liability of foreignness?

2.4.2 | Deepak Kumar

2.3.5 | Yashar Salamzadeh
In the dynamic realm of AI innovation, companies like Alphabet Inc.'s
It is undoubtedly difficult to identify all gaps and opportunities in the Google, Amazon, Microsoft, IBM Watson, Tesla, OpenAI, DeepMind,
AI and international business research presented in some paragraphs; NVIDIA, Salesforce, and Baidu have emerged as trailblazers, each
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COMMENTARY 217

making significant strides in harnessing AI's transformative power Collaborating with technical and transdisciplinary AI experts is indis-
across various sectors. pensable in this journey. Implementing AI solutions through pilot pro-
Alphabet Inc.'s Google stands out for its AI-driven search algo- jects offers a practical approach to mitigate risks and demonstrate
rithms, personalized recommendations, and ground-breaking health- return on investment (ROI). Additionally, selecting AI suppliers with
care solutions under Google Health. Alphabet's subsidiary, DeepMind, local knowledge enhances scalability and seamless integration.
focuses on AI-driven healthcare solutions and illness diagnostics, Recognizing the significance of employee training and upskilling,
pushing the boundaries of medical AI. Amazon is redefining the con- particularly in ethics, is pivotal. Ethical guidelines and cultural sensitivi-
sumer experience through AI-powered product recommendations and ties play a vital role in successfully implementing AI. To track AI's
supply chain optimization, setting new standards in e-commerce. impact effectively, ongoing monitoring and evaluation are essential,
Microsoft's cloud computing services empower businesses to inte- supported by relevant key performance indicators (KPIs). Finally, com-
grate AI into their operations, boosting productivity with AI-driven pliance with global data privacy regulations and industry-specific rules
functionalities in Microsoft 365. IBM Watson provides comprehensive is a non-negotiable aspect of AI adoption.
data analysis, decision support, and natural language understanding
across various industries.
Tesla leads the charge in AI for autonomous driving, enhancing 2.5.3 | Yashar Salamzadeh
driver safety and convenience through cutting-edge technology.
OpenAI conducts ground-breaking research in natural language pro- From my personal perspective, the main path to a higher quality
cessing and reinforcement learning, with applications in healthcare engagement of international business managers with AI stems from
and finance. NVIDIA manufactures GPUs that drive AI research, gam- the culture of the organizations. First and foremost, managers must
ing, and data processing, making it a key player in AI hardware. Sales- have a clear vision of their current culture, preferred digital culture,
force leverages AI in its CRM platform to enhance customer relations and path from their current culture to desired one. Profiling their cul-
and streamline processes, redefining customer relationship manage- ture can be a great support in this initiative. While working on the dig-
ment. Baidu, often referred to as the “Google of China,” is advancing ital culture of their organizations, they need to focus on enhancing
AI for autonomous vehicles and search technology. the digital skills, digital maturity, and digital competencies of them-
selves, their employees, and their organization as a whole. When
these two major components are in place, managers need to start
2.5 | How do you think international business developing and deploying their business's digital vision, digital strate-
managers can engage with artificial intelligence? gies, and technological digital transformation. In the digital age, finding
the best possible balance between these critical factors will be the
2.5.1 | Vanessa Ratten determining factor between successful and unsuccessful managers.

I think they can embrace the change but realize that people still like
people. This means incorporate the technology innovations stemming 3 | CONC LU SION
from artificial intelligence but also emphasize the positives that people
have such as emotional intelligence and empathy as well as socializa- This article seeks to advance our knowledge and understanding of
tion. In this way, we can positively encourage adaptation of artificial artificial intelligence in the international business marketplace. This is
intelligence in a way that diverse sectors of the global economy like. important as there are currently many changes taking place to how
businesses are implementing artificial intelligence in their operations.
Global researchers responded to questions about the link between
2.5.2 | Deepak Kumar artificial intelligence and international business. Their responses help
us to obtain useful advice about future market trends.
Multinational business managers can harness the transformative
power of AI through a structured approach comprising several key ACKNOWLEDG MENT
phases. To begin, it is essential to cultivate a deep understanding of AI Open access publishing facilitated by La Trobe University, as part of
concepts and their wide-ranging applicability within the organization. the Wiley - La Trobe University agreement via the Council of Austra-
This foundational knowledge enables the identification of relevant AI lian University Librarians.
applications and their potential impact. The next crucial step is to con-
duct a thorough assessment of needs and market research, consider- DATA AVAILABILITY STAT EMEN T
ing local dynamics. This process not only uncovers opportunities for Data sharing is not applicable to this article as no new data were cre-
integrating AI but also helps gauge the business potential of AI ated or analyzed in this study.
implementations.
Managing cross-border data demands meticulous attention. Prior- OR CID
itizing data management and quality, efficient data collection, and Vanessa Ratten https://orcid.org/0000-0002-2534-4550
secure storage are imperative to ensure the success of AI initiatives. Rakibul Hasan https://orcid.org/0000-0003-2088-0490
 15206874, 2024, 2, Downloaded from https://onlinelibrary.wiley.com/doi/10.1002/tie.22374, Wiley Online Library on [21/01/2025]. See the Terms and Conditions (https://onlinelibrary.wiley.com/terms-and-conditions) on Wiley Online Library for rules of use; OA articles are governed by the applicable Creative Commons License
218 COMMENTARY

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COMMENTARY 219

Verganti, R., Vendraminelli, L., & Iansiti, M. (2020). Innovation and design
in the age of artificial intelligence. Journal of Product Innovation Man- Business School at Ulster University. He is a Senior Fellow of the
agement, 37(3), 212–227. Higher Education Academy, a Chartered Member of the Associa-
Verma, S., Sharma, R., Deb, S., & Maitra, D. (2021). Artificial intelligence in tion for Learning Technology and one of the Business School's
marketing: Systematic review and future research direction. Interna-
INSPIRE Active Learning Champions. His PhD focused on “The
tional Journal of Information Management Data Insights, 1(1), 100002.
Wirth, N. (2018). Hello marketing, what can artificial intelligence help you Emerging Smart Event Experience – A Many to Many Co-crea-
with? International Journal of Market Research, 60(5), 435–438. tion” which led to an Impact Excellence Award in 2017. Bustard
developed RAPPORT (Rapid App Prototyping Platform and Open
innovation Resource Toolkit) as part of his research and support-
AUTHOR BIOGRAPHI ES
ing digital pedagogy for IFITT.org, the leading independent global
community focused on the impact of new information and com-
Vanessa Ratten is an Associate Professor of Entrepreneurship munication technologies (ICT) in travel and tourism.
and Innovation at La Trobe University. She teaches Analyse & Ide-
Arto Ojala, PhD, is a Professor in the University of Vaasa's School
ate, Corporate Venturing and Managing Innovation. She has pub-
of Marketing andCommunication International Business. His
lished seven sole authored research books including Sport
research is at the cross-section of international business, entre-
Entrepreneurship: Developing and Sustaining an Entrepreneurial
preneurship, and information systems. His current research pro-
Sports Culture (Springer) and three textbooks including Research
jects focus on evolution and internationalization of digital
Methodologies for Business Management (Routledge). She has
platforms, digital business models, and digital transformation.
also edited more than 20 books including Entrepreneurship and
the Community: A Multidisciplinary Perspective on Creativity, Yashar Salamzadeh is a PhD scholar from the HRM field, working
Social Challenges, and Business (Springer). as a Senior Lecturer in digital business at the University of Sun-
derland, and as deputy MBA Programme Leader. He has published
Rakibul Hasan is a Doctoral Researcher in International Business
more than 150 academic papers in high-quality journals and con-
at the University of Vaasa, Finland. Hasan's research is at the
ferences; he is also helping more than 45 journals as a member of
cross-section of artificial intelligence, international business, infor-
their editorial board or review board.
mation systems, management, marketing, and sustainability.
Hasan obtained his Master of Science in Business Administration
and Economics at Aalborg University, Denmark.

Deepak Kumar is a joint PhD student of IIT Kanpur and La Trobe How to cite this article: Ratten, V., Hasan, R., Kumar, D.,
University. He works in the areas of Finance and Blockchain. His Bustard, J., Ojala, A., & Salamzadeh, Y. (2024). Learning from
research interests are Fintech, Entrepreneurship, SMEs, Entrepre- artificial intelligence researchers about international business
neurial Finance, and SME Financing. implications. Thunderbird International Business Review, 66(2),

John Bustard lectures in Digital Transformation as part of the 211–219. https://doi.org/10.1002/tie.22374

Management Leadership and Marketing Department within the