Organizational Culture Post Pandemic in Egypt: Exploring the Role of Artificial Intelligence and SDGs | ||||
| مجلة جامعة مصر للدراسات الإنسانية | ||||
| Article 14, Volume 4, Issue 5, August 2024, Page 957-998 PDF (883.47 K) | ||||
| Document Type: البحوث والدِّراسات. | ||||
| DOI: 10.21608/mjoms.2024.283056.1144 | ||||
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| Author | ||||
Iman Mohamed Mohamed zahra 
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| قسم العلاقات العامة والإعلان كلية الإعلام جامعة القاهرة الجيزة جمهورية مصر العربية | ||||
| Abstract | ||||
| The rise of technological intervention in every organizational aspect post pandemic coincided with the Egyptian government's efforts to digitally transform Egypt's economy, through inaugurating National Artificial Intelligence Strategy (NAIS). A recent study found that 79% of respondents who saw improvements in efficiency and decision quality because of AI also saw improvements in morale and other cultural areas, organization-wise. Looking more deeply into the cultural impact of AI, the study found that companies using AI reported improvements across four key cultural elements: collaboration, collective learning, clarity of roles and team morale. This demonstrates that technology decisions are most effective long-term and widely beneficial when the “people factor” is taken into consideration during the decision-making process. The current study aims at detecting the relationship between AI use post pandemic in banks and SMEs (Small and Medium Enterprises), adherence to SDGs and the organizational culture of those corporations. An organization's culture defines the proper way to behave within the organization and reflects the role of innovations subjected to media industries, that the current study predicts are much changed by AI introduction of the designated organizations in Egypt. Exploring the websites, social media accounts and interviewing leadership of the purposive study sample, showed that flourishing AI solutions and adherence to SDGs can strengthen organizational culture at both the team and organizational levels. Understanding and managing the link between culture, SDGs, AI use, and organizational effectiveness became critical to their success and evidence of modernizing media studies in the organizational communication field. | ||||
| Keywords | ||||
| organizational culture; SDGs; AI; National Artificial Intelligence Strategy; SMEs | ||||
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