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Artificial Intelligence (AI) has gained traction over the past few years as the new frontier for gaining a competitive advantage. While firms have started investing heavily in AI, there is a growing disillusionment around the value that can be generated and the process through which that can be obtained. Building on this gap, we develop a conceptual framework that builds on resource orchestration theory. The framework distinguishes between the ideation of AI capabilities and the implementation of AI capabilities and present how activities related to resource orchestration theory are relevant in the context of AI deployments. We develop a set of propositions on the activities that underlie the main processes around resource orchestration of AI, and present a research design to actualize the research plan.



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