Artificial Intelligence (AI) is an area of organisational activity that attempts to build human intelligence and intelligent behaviours into information and computer systems. As a domain of study, AI is characterised by diverse opinions as its nature and industry approach with limited research reporting the outcome of proposed frameworks in areas such as urban innovation, good society, and management in public industry. In this paper, we examine the use of people, process, data and technology (2PDT) as a possible means for bringing structure to the study of the AI domain. We demonstrate its effective use in formulation of research questions, research design, data collection and analysis. We argue that AI is a domain of interest to the information systems discipline and that a formulation of 2PDT seems to offer a useful conceptual framework examining this phenomenon.