Strategic integration of AI into airline Global Distribution Systems inventory control in Singapore: influences of institutional forces and executive decision-making on sociomaterial practice

This research examines how institutional forces and executive decisions shape sociomaterial practices in the strategic integration of Artificial Intelligence (AI) within Global Distribution Systems (GDS) inventory control in Singapore. The topic is tightly scoped and sits at the intersection of strategic management, organisational studies, and aviation technology. It is feasible for qualitative inquiry and carries significance for scholarship and practice. Drawing from a qualitative interpretivist approach, this research applies semi-structured interviews, reflective journals, and document analysis to understand lived experiences. Thematic analysis will guide the examination of the data. The outcomes are expected to provide guidance on governance, explainability, capability building, and cross-functional coordination that support durable value creation from AI.