From Present to Emergent: Firm evolution in the Age of AI

The integration of artificial intelligence (AI) is radically transforming the identity andoperations of companies. To capture how this identity transformation is taking place, the ACIDBase Model and the case study methodology were adopted by analyzing two specific examplesamong the 40 companies listed on the Italian FTSE MIB, with differences in terms of use ofAI: Brunello Cucinelli and Unicredit. Brunello Cuccinelli, while maintaining a strongconnection with tradition and craftsmanship, is exploring the use of AI to optimize logistics, e-commerce and customer service, trying to balance innovation with its core values ofsustainability and quality. UniCredit, on the other hand, is experiencing a deeper digitaltransformation, with AI playing a crucial role in operational efficiency and personalization ofthe banking offer, while maintaining its reputation for reliability. Managerial implicationsarising from the adoption of AI include change management, development of technologicalskills, personalization of customer experience, digital ethics and sustainability. The resultshighlight that corporate identity is transformed by integrating new corporate functions andfigures, starting relationships with new stakeholders. If Firms want to be Firms Plus they needto be prepared to manage the conflict between current and desired identity that AI is now posingand adopt identities centered on the concept of cognitive connection and sustainability and finda balance between be consistent and contingent.