Surfing artificial intelligence: creating value in mission-driven contexts

Purpose – The purpose of this study is to investigate the role of artificial intelligence (AI) in managing innovation in nonprofit organizations (NPOs), with a particular focus on the value creation process within these organizations. Design/methodology/approach – Given the exploratory objective of this study, 16 semi-structured interviews were conducted with professionals from the third sector and other valuable key informants, such as foundation presidents, project managers, operation managers and digital specialists. Data were analyzed according to Gioia’s methodology. Findings – Findings highlight that AI is implemented in NPOs mainly for three purposes, i.e. (1) to achieve marketing communications objectives, (2) for fundraising and (3) to increase stakeholder engagement. Results are summarized in a framework in which the role of AI in the three aforementioned macro-areas emerges at both a strategic and operational level. Originality/value – As far as the authors know, this is one of the first innovation management studies on third sector organizations that highlights how AI creates value. Specifically, the study contributes to the academic debate by providing an original framework on the operational and strategic role of AI, offering an innovative perspective on the collaboration between technology and human capital in the third sector.