How does AI impact the organizational identity in client-focused investment advisory?

Moritz Merklinger

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Seminar paper from the year 2021 in the subject Computer Sciences - Artificial Intelligence, grade: 1,0, University of Passau, la...

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Seminar paper from the year 2021 in the subject Computer Sciences - Artificial Intelligence, grade: 1,0, University of Passau, language: English, abstract: This paper answers the question, how Al does impact the organizational identity in client-focused investment advisory. It is evident that an employee's fundamental work may shift when working with a decision-making, self-learning and intelligent AI. It is also conceivable that the employee's own values or work identity may adjust to the AI in some way. But what about when you do not just analyze the individual consultant? If you look at the broader context and analyze the change in values and identity of the organization as a whole. To understand how the values and identity of the individual, but more importantly the identity of an organization, are affected by the introduction of AI, five asset managers from one of Germany's leading cooperative banks are interviewed, coded, and analyzed. Based on research, it is shown that while the introduction of AI has a major impact on the way advisors work, it has little to almost no impact on the identity of the organization. That this may have something to do with the scope of application of AI in the institution and the value stability of the bank will be discussed in more detail later in the paper. The study joins the existing research on the topic of AI changing organizational identity.