About

I study how managerial cognition and emerging technologies interact under conditions of uncertainty, with a particular focus on generative AI in small and medium-sized enterprises (SMEs). My work sits at the intersection of strategic management, information systems, and organisational theory, with an emphasis on how decisions are actually made when information is incomplete, ambiguous, or rapidly changing.

Rather than treating AI as a purely technical input into decision processes, I approach it as part of a broader socio-cognitive system. In practice, this means examining how managers interpret AI-generated outputs, how they assign credibility to those outputs, and how they integrate them with experience, intuition, and organisational constraints.

Research Focus

My research is organised around three interconnected themes:

Generative AI in SMEs
Exploring how small and medium-sized enterprises adopt and operationalise generative AI tools in real managerial contexts.

Sensemaking in Decision-Making
Investigating how managers construct meaning in ambiguous environments and how AI influences this interpretive process, grounded in Organizational Theory.

Trust Calibration in Human–AI Interaction
Examining how decision-makers adjust their reliance on AI systems over time, particularly under conditions of uncertainty and risk.

Core Research Problem

A dominant assumption in much of the AI adoption literature is that improved technological capability automatically leads to improved decision quality.

My research challenges this assumption.

Instead, I argue that:

• AI outputs are probabilistic rather than deterministic
• Interpretation is central to how AI value is created in organisations
• Managerial context shapes whether AI is treated as authority, support, or noise

This creates a persistent gap between technological capability and organisational reality.

Theoretical Orientation

My work draws on three main theoretical foundations:

Sensemaking and Organisational Cognition
Building on Karl Weick’s sensemaking perspective, I examine how managers construct meaning in ambiguous environments, where decisions are often based on plausibility rather than certainty.

Human–AI Trust Calibration
I study trust as a dynamic process rather than a fixed state, focusing on how reliance on AI systems shifts depending on task complexity, perceived risk, and prior experience.

Strategic Decision-Making under Uncertainty
I engage with behavioural and strategic management perspectives to understand how resource-constrained organisations make high-stakes decisions under imperfect information.

Methodological Approach

My research follows an interpretive, qualitative-first approach, designed to capture real-world decision processes in SMEs. This typically involves:

• Case studies of SME organisations
• Semi-structured interviews with managers and decision-makers
• Thematic and abductive analysis
• Cross-case comparison where relevant

The goal is not only to document adoption patterns, but to explain the underlying cognitive mechanisms shaping those patterns.

Academic Background

I hold an MSc in International Business and Management from the University of Bradford, where my dissertation focused on green packaging strategies and consumer behavioural responses in the UK consumer electronics sector.

This work provided a foundation in understanding how perception, value interpretation, and decision behaviour interact—an interest that now extends into managerial cognition and AI-mediated decision-making.

Research Ethos

My approach to research is guided by a few core principles:

• Conceptual clarity over conceptual expansion
• Mechanism-based explanation over descriptive reporting
• Critical engagement over technological optimism
• Theoretical integration over disciplinary isolation

I aim to produce research that is analytically rigorous, empirically grounded, and relevant to both theory and practice.

Current Direction

My current doctoral research develops a framework for understanding how SME managers integrate generative AI into strategic decision-making under uncertainty, with a particular focus on:

• Sensemaking processes
• Trust calibration dynamics
• Human–AI interpretive loops
• Organisational constraints in SME environments

Contact

I am open to academic discussion, research collaboration, and PhD supervision conversations in areas related to:

• Artificial intelligence in organisations
• SME digital transformation
• Strategic decision-making under uncertainty
• Human–AI interaction in management contexts