The implementation of artificial intelligence in organizations by functional areas: A review and conceptual model

Abstract The rapid expansion of artificial intelligence has accelerated its adoption across organizational functions. However, existing reviews often adopt sectoral or technology-focused perspectives, limiting understanding of its implementation within core firm activities. This study addresses this gap through a systematic review of articles published in Web of Science and Scopus up to December 2025, following established methodological guidelines. A total of 160 peer-reviewed articles met the inclusion criteria. Findings reveal convergent patterns of adoption in human resources, marketing and customer services, logistics, and finance. Artificial intelligence enhances analytics, automates routine tasks, personalizes interactions, and supports decision-making. Human resources applications focus on recruitment and workforce planning; marketing relies on predictive analytics and conversational interfaces; logistics improves forecasting and supply chain resilience; finance strengthens risk assessment and process efficiency. The study proposes an integrative conceptual model and research propositions, highlighting cross-functional challenges in governance, organizational capabilities, socio-technical alignment, and responsible implementation.