Beyond Kotter: A proposed AI adoption change model for business school transformation
Abstract
This paper critically reviews Kotter’s classical 8-Step Change Model in the context of artificial intelligence (AI) adoption within business schools. It introduces the AI Adoption Change Model as a more suitable framework, emphasising the emergent, decentralised, and iterative nature of AI integration. Using survey data from the Association to Advance Collegiate Schools of Business, research from the Wharton Human–AI Research Center, and case studies from several leading institutions — including the University of Colorado, Northeastern University, and Frankfurt School — the study compares the traditional top-down approach with success patterns observed in practice. Findings reveal that AI adoption in business education often defies Kotter’s assumptions of pre-selected change agents and hierarchical implementation. Instead, successful cases involve self-motivated faculty experimentation, community-driven knowledge sharing, and iterative scaling. Data indicate a gap between enthusiasm at the dean level and actual implementation, with only a minority of institutions requiring AI training. The paper concludes that fostering grassroots innovation and community practices, rather than top-down mandates, is crucial for sustainable AI integration. The proposed AI Adoption Change Model offers academics a more effective framework, emphasising exploration, organic champions, and institutional capacity building over compliance, with implications applicable to broader knowledge-intensive organisations seeking ethical and sustainable AI integration. This article is also included in The Business & Management Collection which can be accessed at https://hstalks.com/business/.
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Author's Biography
Anca Micu is a senior business school administrator and marketing professor with over a decade of experience as an Associate Dean and more than 15 years in higher education. She currently serves at the Dolan School of Business at Fairfield University, where she leads strategic initiatives at the intersection of business education and emerging technologies, with a particular focus on artificial intelligence (AI) integration across curriculum, student experience, and institutional processes. Anca has been at the forefront of developing applied AI initiatives in business education, including AI literacy and proficiency programmes designed to prepare students for an evolving workforce. Her work emphasises practical, responsible AI use, faculty engagement, and scalable programme design. She holds a BS in finance from the Romanian Academy of Economic Studies and an MBA and PhD in marketing communication from the University of Missouri–Columbia. Prior to academia, Anca worked in the advertising industry across Europe and the US. She has also contributed to programme innovation, including launching graduate business programmes, and continues to advise on accreditation, curriculum development, and industry partnerships. Anca brings a global perspective shaped by professional experience in Romania, Luxembourg, and the USA.
