BRIDGING THE HUMAN-AI DIVIDE

BRIDGING THE HUMAN-AI DIVIDE: ENHANCING TRUST AND COLLABORATION THROUGH HUMAN-TO-HUMAN TOUCHPOINTS IN ENTERPRISE AI ADOPTION

Author
Loida PLAKU, POLIS University (Tirana, Albania)

Abstract
As artificial intelligence (AI) becomes increasingly embedded in enterprise systems, a critical challenge emerges: fostering trust among employees and stakeholders interacting with complex, often opaque algorithms. This paper investigates how human-centred strategies—specifically, trust-building mechanisms, inclusive design practices, training investments, and organisational readiness—impact AI adoption outcomes in enterprise environments. The central research question is: (RQ1) To what extent do human-centred factors influence AI adoption? Moreover, (RQ2) Which factor has the most significant impact? The study combines a comprehensive literature review with a scenario-based exploration of enterprise AI deployment, focusing on applications in customer support, HR automation, and decision intelligence platforms. It draws on interdisciplinary insights from behavioural economics, organisational theory, and human-computer interaction to demonstrate how human-to-human (H2H) touchpoints—such as peer collaboration, leadership communication, and support channels— reduce resistance and enhance adoption. To empirically evaluate these dynamics, the research utilises a fixed-effects panel regression model on a dataset of 10 companies across five years. Key predictors include Trust_Score, Human_Touchpoint, Training_Spend, and Organizational_Readiness, with results confirming that participatory design and transparent governance significantly influence AI integration (R2 = 0.68; Human_Touchpoint β = 0.47, Trust_Score β = 0.32, p < 0.01). Based on these findings, the paper introduces the H2H-AI Trust Framework, a conceptual model linking technological transparency, interpersonal engagement, and perceived organisational support. The study concludes with actionable recommendations for executives, HR leaders, and IT managers, including ambassador programs, internal training communities, and ethical oversight. By reinforcing interpersonal trust, the paper argues, organisations can not only enable ethical and sustainable AI deployment but also accelerate adoption while preserving human values at the centre of digital transformation.