Titel: Artificial Intelligence in B2B Negotiations: The Role of Trust in Perceptions and the Use of AI in Strategic Decision-Making.

Level: Student Thesis, final assignment for Bachelor Degree in Business Administration

Author: Annie Sehlin och Edvin Nieminen

Supervisor: Martin Ahlenius

Date: 2025 - January

Aim: The purpose of this study is to examine individuals' attitudes, experiences, and trust in artificial intelligence in the context of strategic decision-making in B2B negotiations. To address this purpose, three research questions have been formulated: What role does trust in AI play in the use of the technology and individuals' experiences of its benefits and drawbacks? What factors are central to the acceptance of AI in companies? What impact do gender differences have on future outlook and expectations regarding AI?

Method: In order to achieve the purpose of the study, a deductive research approach was applied with a survey as the method. The population consisted of individuals within Swedish companies that use AI in strategic decision-making. Data collection was carried out using convenience, selective, and snowball sampling. A descriptive, correlation analysis and an independent sample t-test were then performed on the collected data to identify relationships.

Results and conclusions: This research shows that the acceptance and use of AI are related to the trust that exists. Women report higher usage and greater trust in AI, while also experiencing fewer drawbacks compared to men. Other crucial factors include the companies' technical competence and resources, which influence the implementation of AI. To achieve successful implementation, companies should address perceived disadvantages and strengthen the trust in AI.

Contribution of the thesis: The study provides insight into how factors such as trust, resources, and cognitive limitations influence companies' application of AI. Furthermore, it highlights how businesses, by investing in the right technology and building trust in AI, have the opportunity to achieve a successful implementation of AI.

Suggestions for future research: For future research, the focus should be on AI's impact on various parts of the negotiation process and how companies can optimize the selection of AI tools. It would also be valuable to analyze industry-specific differences and cultural aspects to gain awareness of AI's role in international business contexts.

Key words: Negotiation, B2B, negotiation process, AI and strategic decision-making.