Journal of Intelligent Marketing Management

Journal of Intelligent Marketing Management

Explaining the governance model of human-artificial intelligence coexistence in virtual organizations

Document Type : The scientific research paper

Author
Mona Ahmadi
Master of Science in Pharmaceutical Supervision, Tehran University of Medical Sciences, Tehran, Iran.
JABM.3.2.15564.351256.3257.36911
Abstract
Abstract
The expansion of virtual organizations and the increasing penetration of artificial intelligence into decision-making processes have created fundamental challenges in organizational governance. The main challenge of this study is the ambiguity in regulating and coordinating interactions between human actors and intelligent agents, where the boundary between human and algorithmic decision-making is gradually blurring. Issues such as accountability, transparency, trust, and algorithmic fairness have become central governance concerns. In addition, the complexity of data-driven interactions, dependence on technological infrastructures, and the absence of comprehensive governance frameworks in virtual organizations highlight the need to redefine traditional management paradigms.The aim of this research is to develop a model of human–AI co-existence governance in virtual organizations using an interdisciplinary and grounded theory approach. The study seeks to provide a conceptual framework for understanding human–machine interaction mechanisms, identifying key governance components, and explaining the relationships among technological, human, institutional, and behavioral dimensions.The research method is qualitative and based on grounded theory. Data were collected through 20 semi-structured interviews with experts in management, artificial intelligence, and digital governance. Data analysis was conducted through open, axial, and selective coding, resulting in 108 open codes, 36 subcategories, and 12 main categories.The findings indicate that human–AI co-existence governance emerges from the interaction of causal, contextual, intervening, strategic, and consequential conditions. The results show that the success of virtual organizations depends on the alignment of technological infrastructures, data-driven culture, trust mechanisms, and algorithmic risk management strategies. Furthermore, this governance model enhances efficiency, increases organizational agility, and fosters sustainable value creation in virtual organizations.
Keywords
Co-governance
Artificial Intelligence
Virtual Organization
Grounded Theory
Algorithmic Decision-Making
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  • Receive Date 22 November 2025
  • Revise Date 10 January 2026
  • Accept Date 30 January 2026