Understanding the Role and Importance of Artificial Intelligence Technology in Organizations: A Case Study of McDonald's

This report analyzes the role and importance of artificial intelligence technology in organizations, using McDonald's as a case study. It discusses the strategies and competencies required for effective implementation of AI technology. The report also highlights the four pillars of strategy that HR managers can use to enhance the overall working standards of the organization.

Study

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY ..................................................................................................................................3
Using the building blocks strategy and the HR theory to understand the role and importance of
artificial Intelligence technology.................................................................................................3
Role of artificial intelligence technology....................................................................................5
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Artificial intelligence is one of the most prominent technology which is been used by the
most of the organisations which is been present in the market. The main focus is to achieve
growth and carry out the working operations in an effective manner with the help of technology.
This report aims to analyse about understanding the importance of technology which can benefit
the organisation in a strategic manner (Berente, and et.al 2021). McDonald's is one of the fastest
growing organisation which provides taintless food services to the customers. The organisation is
known for providing various types of meals and their famous burgers which is popular among
the customers. They have first started their business operations in 1940 in California. On the
other hand, in this report there will be brief discussion about the how the management use the
technology to enhance the goodwill and brand position in the market. They can provide better
products and services to the customers with the help of technology. Along with that, there will be
discussion about the various strategies which is been implemented by the organisation to become
more competitive in the new business environment.
MAIN BODY
Using the building blocks strategy and the HR theory to understand the role and
importance of artificial Intelligence technology
Human resource managers have one of the most crucial role they need to help the
organisation to function in a better way. The HR manager could use the new technological tools
in order to commence their work duties and responsibilities in an effective manner. There are
four pillars of strategy which is been described below:
 Business leader engagement and support – The leaders of the organisation needs to
work with the human resource manager in a coordinated manner. The HR manager has
the significant influence on the organisation functions and objectives. The HR
management has the critical roles of providing the duties and work responsibilities to the
staff and help them in every possible manner (Chen, Chen, and Lin, 2020). In relation to
McDonald's the organisation has expanded their business in various regions due to the
ethical practices. The organisation has analysed the new working conditions through
which they are able to work in a strategic manner. With the help of new artificial
technology the organisation has improved their online ordering services and plan to

revolutionise the market. The human resource manager of McDonald's is specialised in
their duties and tasks. They focus on various new strategies which will help the
organisation to achieve great results in the future. With the new artificial intelligence the
workforce needs the right guidance to use the new technological tools. They are focusing
on major factors and the human resource manager strategically work with the leaders to
make the organisation perform better in every manner. The human resource managers
have the significant influence over other members and could help them to asses their
weak areas. The artificial intelligence technology has the major drawback it cannot
enhance the performance of the employees (Collins, and Moons, 2019). They cannot
asses their weak areas in order to perform better and achieve the goals and objectives in
the market. The role of the artificial intelligence technology is to make the organisation
enhance the strategic operations. There are various areas which can be improved with the
help of technology. The human resource managers has to formulate the strategic process
which help them to engagement the employees performing their duties and work
responsibilities.
 Strategic opportunity – This is the explicit business strategy which is been formulated
by the Human resource manager to make the organisation function in a better way. They
need to enhance the overall working standards and achieve the necessary targets which is
been set by the management. McDonald's is been certainly focusing in implementing the
new technology which is artificial intelligence to enhance the services and business
operations in the market. The human resource manager has the certain duty of making
new strategies which help the firm to grow further (Goralski, and Tan, 2020). The
technology also needs to be controlled by the human. The manager has to play the
essential role in managing the technology. They need to carry out the business operations
and use the technology in order to provide better products and services to the customers.
 Human capital management infrastructure – The Human resource manager has to
follow various practices and become more competitive about their work duties and
responsibilities. They have the better understanding of the organisation the HR manager
needs to focus on enhancing the operations and business infrastructure of the
organisation. With the new technology McDonald's is uplifting their services and provide
the diversify products to the customers. They have expanded their business in multiple

regions with the help of new technology (Haenlein, and Kaplan, 2019). The HR
knowledge and experience also plays the major role to help the company perform better
in different uncertain situations. There are new benefits which can be achieved by the
company in the market. The organisation could also become more credible towards the
new marketing conditions. The human resource manager needs to make the strategies
which will help the company to manage the working operations of the firm. The
technology also makes the infrastructure better and McDonald's certainly shifting
towards technology. The human resource managers needs to capitalise on multiple
opportunities which will help them to become better in every manner.
 Strategic HR competencies and capacity – The human resource manager has to fulfil
various competencies which will help them to focus on the effective growth of the
organisation. They have the major role of implementing the new business strategies
which will help the organisation to attain the desire goals and objectives in the market.
There are various conceptual frameworks which is been used by the HR manager to carry
out the practices in a systematic manner (Khisamova, Begishev, and Gaifutdinov, 2019).
McDonald's use of artificial technology will help them to become more productive and
carry out the operations at a rapid pace. The consulting skills of the human resource
managers plays the strategic role in the workplace. There are new strategic competencies
which is been implemented by them in order to fulfil the demands and objectives of the
customers.
Role of artificial intelligence technology
Most of the organisations which is working in the market tends to focus on enhancing
their services with the help of new technology. They make their infrastructure more digital in
every possible manner and create various transitions in order to achieve the desired goals and
objectives in the market. The artificial intelligence technology will help the firm to attain the
desired goals and objectives in the market and help they can provide the excellent services to the
customers to gain competitive advantage (Vaishya, and et.al 2020). McDonald's is been using the
new technology to achieve the rapid growth. They are providing their services and products on
various platforms to attain the maximum customer satisfaction. The artificial technology will be
the game changer for the organisation and help them to fulfil all the necessary demands of the
customers. There needs to be a balance which could implemented by the organisation to achieve

the desired results in the market. They are enhancing the business operations with the help of
new technology and expanding it towards various regions. There are new objectives which can
be attained by the firm in the new working conditions and help them to regulate the business
operations strategically. The task is been oriented with the new platforms and the main focus is
to control the tasks with the oriented platform. McDonald's has make the oriented software
which will help them to enhance the rate of the operations (Zhang, and Lu, 2021). They are able
to transform the organisation structure and the employees have become more skilled in carrying
out multiple objectives for the firm.
CONCLUSION
From the above report, it has been analysed that artificial intelligence technology will
help the organisation to carry out the working operations at a rapid pace. On the other hand, in
this report there is discussion about the HR competencies and practices which will help the
company to perform in a better way. Along with that, the main focus is to use various theories
and methods in order to enhance the work duties and responsibilities of the human resource
manager. For further instance, there are strategic decisions which is been made to enhance the
skills and capabilities of the individuals. The platform has significantly improved the
organisation performance and they are able to attain the sustainable performance for a period of
time.

REFERENCES
Books and Journals
Berente, and et.al 2021. Managing artificial intelligence. MIS quarterly, 45(3), pp.1433-1450.
Chen, L., Chen, P. and Lin, Z., 2020. Artificial intelligence in education: A review. Ieee
Access, 8, pp.75264-75278.
Collins, G.S. and Moons, K.G., 2019. Reporting of artificial intelligence prediction models. The
Lancet, 393(10181), pp.1577-1579.
Goralski, M.A. and Tan, T.K., 2020. Artificial intelligence and sustainable development. The
International Journal of Management Education, 18(1), p.100330.
Haenlein, M. and Kaplan, A., 2019. A brief history of artificial intelligence: On the past, present,
and future of artificial intelligence. California management review, 61(4), pp.5-14.
Khisamova, Z.I., Begishev, I.R. and Gaifutdinov, R.R., 2019. On methods to legal regulation of
artificial intelligence in the world. International Journal of Innovative Technology and
Exploring Engineering, 9(1), pp.5159-5162.
Vaishya, and et.al 2020. Artificial Intelligence (AI) applications for COVID-19
pandemic. Diabetes & Metabolic Syndrome: Clinical Research & Reviews, 14(4),
pp.337-339.
Zhang, C. and Lu, Y., 2021. Study on artificial intelligence: The state of the art and future
prospects. Journal of Industrial Information Integration, 23, p.100224.