Rhetoric and reality of artificial intelligence in apparel sector in Sri Lanka: comparative case study

Abstract

Artificial Intelligence (AI) has emerged as a transformational force in today's rapidly changing business environment. The apparel sector in Sri Lanka is increasingly adopting AI technologies as part of its anticipated adoption within the industry. Referring to evidence from companies that have evolved in Sri Lanka's apparel sector, this study examines the gap between AI’s rhetorical promises and its practical (reality) application. It focuses on workplace perceptions of AI, bridging the gap between theoretical AI concepts and their implementation, the dynamics of integrating AI into organizational processes, future directions, and the reasons behind the adoption of AI technologies by the case study organizations. Drawing from qualitative data, the study delves into the perceptions of AI among industry professionals, the integration of AI into organizational processes, and the strategic motivations behind adopting AI technologies. For this research, we have selected two apparel companies that are using AI in their operations. From these two companies, we have conducted interviews with 10 individuals. The findings highlight a significant disparity between the high expectations promoted by AI rhetoric and the reality and effectiveness of AI in practice. The findings prove that Sri Lankan companies are prioritizing training initiatives to ease job displacement concerns and encourage workforce acceptance. In design AI tools for data mining, sentiment analysis, and generative AI have enhanced the ability to align product offerings with consumer trends and reduce design lead times from weeks to days, thereby boosting market responsiveness. While AI is often heralded as a tool to enhance efficiency and reduce manual labor, the reality within the case study organizations reveals a slower, more complex adoption process. This research paper further describes the rhetoric and reality insights of AI in case study organizations while extending the rhetoric institutionalism theory, how organizations develop specific rhetorical strategies when defining the organizational goals, and how organizations strategically use symbols like (words and signs) to empower the ability of practicality in the organizations.