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<p>Firms increasingly are developing artificial intelligence orientation (AIO) strategies to guide AI technology adoption and implementation. As AI technology proliferates throughout society, firms’ corporate social responsibility (CSR) strategies potentially will shape external market evaluations of these AIO strategies. Existing research has focused predominantly on AIO’s role in improving internal efficiency from a single technological perspective, whereas an understanding of the joint effects of AIO (a technological strategy) and CSR (a sociological strategy) on market performance remains lacking. Drawing on the fit perspective and signaling theory, this study investigated AIO-CSR misfit’s impact on customer and financial market performance (i.e., firm sales and risk). We utilized a data set of 18,561 firm-year observations to test our research model. The results indicate that AIO-CSR misfit negatively impacts market performance, with the AIO-intensive industry moderating these effects. Furthermore, the impact of misfit between AIO and strategic CSR is more pronounced than between AIO and tactical CSR. We employed the instrumental variable method and treatment effect models to address endogeneity concerns. This study refines understanding of the underlying mechanisms and boundary conditions through which AIO-CSR misfit damages firms’ market performance. Firms can use these results to allocate their strategic resources appropriately for realizing AI value and sustainable development.</p>

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Unraveling the adverse effects of strategic misfit between artificial intelligence orientation and corporate social responsibility on market performance

  • 期刊论文

  • 发表日期：

    2025年8月7日

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  • Zhimei Luo,
  • Yaobin Lu,
  • Sumeet Gupta

摘要

Firms increasingly are developing artificial intelligence orientation (AIO) strategies to guide AI technology adoption and implementation. As AI technology proliferates throughout society, firms’ corporate social responsibility (CSR) strategies potentially will shape external market evaluations of these AIO strategies. Existing research has focused predominantly on AIO’s role in improving internal efficiency from a single technological perspective, whereas an understanding of the joint effects of AIO (a technological strategy) and CSR (a sociological strategy) on market performance remains lacking. Drawing on the fit perspective and signaling theory, this study investigated AIO-CSR misfit’s impact on customer and financial market performance (i.e., firm sales and risk). We utilized a data set of 18,561 firm-year observations to test our research model. The results indicate that AIO-CSR misfit negatively impacts market performance, with the AIO-intensive industry moderating these effects. Furthermore, the impact of misfit between AIO and strategic CSR is more pronounced than between AIO and tactical CSR. We employed the instrumental variable method and treatment effect models to address endogeneity concerns. This study refines understanding of the underlying mechanisms and boundary conditions through which AIO-CSR misfit damages firms’ market performance. Firms can use these results to allocate their strategic resources appropriately for realizing AI value and sustainable development.