15482: AI as a Research Method in Management: For Whom and When Does It Matter?

Recent discussions within the management research community have begun to highlight the transformative potential of Artificial Intelligence as both a predictive and generative methodological tool. Although the field has witnessed occasional forays into employing machine learning techniques to process vast amounts of observational data and simulate complex organizational phenomena, there remains substantial uncertainty surrounding the precise conditions under which AI-based methods should be integrated into mainstream inquiry. At the same time, an increasing number of studies are adopting predictive AI to reduce the burden and cost of large-scale data coding, while others are beginning to experiment with generative AI to create immersive and responsive experimental contexts. Yet, fundamental questions persist: for whom and under what circumstances does AI substantially advance our understanding of management theories and practices? Which areas of research are most likely to reap durable benefits, and will these applications remain the purview of specialists, or gradually diffuse into the methodological toolkit of the broader discipline? The purpose of this session is to engage scholars who have pioneered the incorporation of AI into their work, to reflect on their key insights and experiences, and to offer critical perspectives on the opportunities and challenges that lie ahead as AI methods continue to reshape management research.