Exploring generative AI applications in cultural change consulting, The culture factor case

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School of Business | Master's thesis
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2025-07-24

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Mcode

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Master's programme in Strategic Management in a Changing World

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en

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108

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Abstract

The rapid advancement of generative Artificial Intelligence (GenAI) presents significant opportunities and challenges for professional services, including culturally sensitive domains. This research explores how experienced consultants perceive GenAI’s current and future role in cultural change management, addressing a gap in understanding AI integration within this specialised consulting domain. This qualitative study employed a two-stage interview process with eight consultants affiliated with the case company, The Culture Factor. The research combined exploratory interviews about AI perspectives with systematic evaluation of AI-generated change management recommendations tailored to consultants’ real case experiences, using Claude (Anthropic), an AI model, and established frameworks including Hofstede’s organisational culture model and Kotter’s change management model. The findings reveal that consultants perceive significant potential for AI as an analytical assistant, particularly for data processing, pattern recognition, and systematic framework application, while identifying critical limitations in contextual understanding and cultural sensitivity. Six of the eight consultants provided rather positive assessments of AI-generated recommendations, appreciating their structural sophistication and comprehensive coverage, yet consistently noting generic content lacking organisational specificity and cultural adaptation. Consultant perspectives evolved considerably following direct exposure to AI outputs, moving from abstract speculation to more specific evaluation of AI capabilities and limitations. This research contributes theoretical insights into human-AI collaboration in expert-driven services and practical guidance for AI integration in culturally sensitive consulting contexts. The study develops an AI-Enhanced Cultural Change Framework providing systematic guidance for optimising AI integration while preserving essential human expertise. The findings demonstrate that successful AI integration depends on optimising human-AI collaboration that leverages complementary strengths of analytical efficiency and cultural intelligence, offering valuable guidance for consulting firms, individual consultants, client organisations, and AI developers.

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Galkina, Tamara

Keywords

generative artificial intelligence, organisational culture, change management, management consulting, human-AI collaboration, cultural sensitivity

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https://urn.fi/URN:NBN:fi:aalto-202508146075

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