AI Chatbots in Internal Communication: Enabling Adoption through Change Management : a Case Study Approach Using the Change-Oriented Technology Acceptance Model (COTAM)

Abstract

With the current fast evolution of learning language models, AI-powered chatbots are no longer a conceptual idea but have been practically integrated in corporate settings as an internal communication channel to employees. The thesis uses Media Richness theory to explore the transformation of AI chatbots in HR, IT, and other knowledge management functions. Despite multiple advantages from AI chatbots, there are unavoidable challenges in adopting this solution in an organizational setting, requiring a change management strategy to foster employee acceptance from the beginning. Therefore, this thesis focuses on the role of change management in enabling the employees’ initial adoption, engaging the user experience, and sustaining the use of AI chatbots in their daily operations. To address this, the author proposes the Change-Oriented Technology Acceptance Model (COTAM), which is inspired by the Technology Acceptance Model (TAM) and literature of change management frameworks. This model highlights the dynamic relationship between organizational support for change and user perception throughout their adoption journey.

Qualitative research with multiple-case study design was carried out with the participation of three Finnish companies who were at distinct stages of chatbot integration. All the interviews were conducted online, recorded with consent, and transcribed for thematic analysis according to the key themes from COTAM. The study validates COTAM elements, emphasizing the influence of change management practices on employee perception toward AI chatbot’s initial adoption and long-term usage in internal communication.