Artificial intelligence (AI) systems operate in increasingly diverse areas, from healthcare to facial recognition, the stock market, autonomous vehicles, and so on. While the underlying digital infrastructure of AI systems is developing rapidly, each area of implementation is subject to different degrees and processes of legitimization. By combining elements from institutional theory and information systems-theory, this paper presents a conceptual framework to analyze and understand AI-induced field-change. The introduction of novel AI-agents into new or existing fields creates a dynamic in which algorithms (re)shape organizations and institutions while existing institutional infrastructures determine the scope and speed at which organizational change is allowed to occur. Where institutional infrastructure and governance arrangements, such as standards, rules, and regulations, still are unelaborate, the field can move fast but is also more likely to be contested. The institutional infrastructure surrounding AI-induced fields is generally little elaborated, which could be an obstacle to the broader institutionalization of AI-systems going forward.

Is Artificial Intelligence in eCommerce industry a game changer? Artificial Intelligence in eCommerce will impact the productivity metrics such as increased transactions, customer retention, increased customer loyalty and satisfaction. By providing eCommerce with improved understanding and human touch, the eCommerce Industry will be laid bare to extraordinary efficiency, consumer knowledge and automation. The convergence of Artificial Intelligence in eCommerce poises a rich industry on the precipice of a complete and utter transformation, one that will change the way we buy and sell online.