Exploring AI-powered Digital Innovations from A Transnational Governance Perspective: Implications for Market Acceptance and Digital Accountability

Li, Claire (Jinh) and Freeborn, David Peter Wallis (2025) Exploring AI-powered Digital Innovations from A Transnational Governance Perspective: Implications for Market Acceptance and Digital Accountability. In: UK Academy for Information Systems Conference 2025,, Newcastle, UK.

Abstract

This study explores the application of the Technology Acceptance Model (TAM) to AI-powered digital innovations within a transnational governance framework. By integrating Latourian actor-network theory (ANT), this study examines how institutional motivations, regulatory compliance, and ethical and cultural acceptance drive organisations to develop and adopt AI innovations, enhancing their market acceptance and transnational accountability. We extend the TAM framework by incorporating regulatory, ethical, and socio-technical considerations as key social pressures shaping AI adoption. Recognizing that AI is embedded within complex actor-networks, we argue that accountability is co-constructed among organisations, regulators, and societal actors rather than being confined to individual developers or adopters. To address these challenges, we propose two key solutions: (1) internal resource reconfiguration, where organisations restructure their governance and compliance mechanisms to align with global standards; and (2) reshaping organisational boundaries through actor-network management, fostering engagement with external stakeholders, regulatory bodies, and transnational governance institutions. These approaches allow organisations to enhance AI accountability, foster ethical and regulatory alignment, and improve market acceptance on a global scale.

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