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All Journal Hut Publication Business and Management
Hudaya, Emzita
Unknown Affiliation
Economics, Econometrics & Finance

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Organizational Resistance in AI-Driven Transformation:A Case Study of PT. Nusantara Komunika Rini; Hi Djafar, Susanti; Zannah, Raudhatul; Rahmadani, Ari; Hudaya, Emzita
Hut Publication Business and Management Vol. 5 No. 3 (2025): Hut Publication Business and Management
Publisher : PT. Hanken Sukses Jaya

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Abstract

The rapid advancement of artificial intelligence (AI) and digital technologies has fundamentally reshaped the telecommunications industry. Traditional telecom operators are increasingly pressured to move beyond infrastructure provision and transform into technology-driven organizations. PT. Nusantara Komunika (NK), initiated the NK-Future program to shift toward an AI-based Telco-Tech business model. However, the transformation process encountered significant organizational resistance. This study aims to analyze the sources of resistance during NK’s strategic transformation and to propose appropriate organizational development (OD) interventions. Using a qualitative case study approach, this research applies the Power–Interest Matrix and organizational resistance diagnosis as analytical tools. The findings indicate that resistance emerged from economic insecurity, group inertia, covert resistance, and perceived threats to power and professional identity. The study concludes that technological transformation cannot succeed without parallel human and cultural change. A participative, human-centered OD approach is essential to ensure sustainable digital transformation in legacy organizations.
Co-Authors Ari Rahmadani Hi Djafar, Susanti RINI Zannah, Raudhatul