Table 4 Coding structure of qualitative... | Emerald Publishing

Table 4

Coding structure of qualitative analysis

Aggregation	1st order	2nd order	Illustrative quotes
Building trust	High level agreement	Avoid drifting into models that destroy trust	“ … the relationships with our customers and when we change, we need to take them with us. They might not like what we become and then they will not trust us anymore.”
		Must say no to some of AI's capabilities to protect trust	“If we are not tailoring and controlling AI to deliver reliably to our customer then thy should not trust us.”
		Agreement across ecosystem on trust-building	“ … look at the different people we work with just in this country, without getting into other countries it quickly gets into the hundreds, we will not agree on everything, but we should be close on why our AI is trusted and if it is not what we should do to fix that.”
		More consistent approach to trust-building	“strong operations make customers trust us, all of us know that but the narrative we provide needs to also make us trustworthy and that needs some agreement”
	Identify synergies with other priorities of the model	The most important of the 10 building blocks need to have synergies	“there are synergies how we have trusting relationships with our associates and how we should have trusting relationships with our clients … ”
	Building trust into the technology	With trust in the business model, it is easier to integrate it into a solution	“If trust is covered in our model and strategy, it makes it easier to put values such as trust in the technology we will use.”
Reducing privacy concerns	High level agreement	Avoid drifting into models that increase privacy concerns	“the temptation is to see this as a race of who can implement agentic AI faster and taking on more risk and collecting and using more data … more than what our clients want”
		Must say no to some of AI's capabilities to protect privacy	“we are motivated by money so we find agentic AI attractive but clients will find parts of it intrusive”
		More consistent approach to privacy	“ … we have clarity and narrative authority on this issue also (privacy), we all know-the mangers how to do this (reduce privacy concern) … ”
		Agreement across ecosystem on privacy	“ … before we go live, we have meetings with the user experience experts, someone from marketing and a few other guys we don't just use the factory settings we need to be sure for our part and our partners we are trustworthy when people give us their data”
	Identify synergies with other priorities of the model	The most important of the 10 building blocks need to have synergies	“ … the consumer experience including privacy and trust can make us think about how we operate and make deeper back-office tweaks, we are very sensitive to that, the customer is king … ”
	Building privacy into the technology	With privacy in the business model, it is easier to integrate it into a solution	“ … some people worry about their data, not all but some do, if we can develop a solution that protects them and we still get the job done we should do that … ”

Aggregation	1st order	2nd order	Illustrative quotes
Building trust	High level agreement	Avoid drifting into models that destroy trust	“ … the relationships with our customers and when we change, we need to take them with us. They might not like what we become and then they will not trust us anymore.”
		Must say no to some of AI's capabilities to protect trust	“If we are not tailoring and controlling AI to deliver reliably to our customer then thy should not trust us.”
		Agreement across ecosystem on trust-building	“ … look at the different people we work with just in this country, without getting into other countries it quickly gets into the hundreds, we will not agree on everything, but we should be close on why our AI is trusted and if it is not what we should do to fix that.”
		More consistent approach to trust-building	“strong operations make customers trust us, all of us know that but the narrative we provide needs to also make us trustworthy and that needs some agreement”
	Identify synergies with other priorities of the model	The most important of the 10 building blocks need to have synergies	“there are synergies how we have trusting relationships with our associates and how we should have trusting relationships with our clients … ”
	Building trust into the technology	With trust in the business model, it is easier to integrate it into a solution	“If trust is covered in our model and strategy, it makes it easier to put values such as trust in the technology we will use.”
Reducing privacy concerns	High level agreement	Avoid drifting into models that increase privacy concerns	“the temptation is to see this as a race of who can implement agentic AI faster and taking on more risk and collecting and using more data … more than what our clients want”
		Must say no to some of AI's capabilities to protect privacy	“we are motivated by money so we find agentic AI attractive but clients will find parts of it intrusive”
		More consistent approach to privacy	“ … we have clarity and narrative authority on this issue also (privacy), we all know-the mangers how to do this (reduce privacy concern) … ”
		Agreement across ecosystem on privacy	“ … before we go live, we have meetings with the user experience experts, someone from marketing and a few other guys we don't just use the factory settings we need to be sure for our part and our partners we are trustworthy when people give us their data”
	Identify synergies with other priorities of the model	The most important of the 10 building blocks need to have synergies	“ … the consumer experience including privacy and trust can make us think about how we operate and make deeper back-office tweaks, we are very sensitive to that, the customer is king … ”
	Building privacy into the technology	With privacy in the business model, it is easier to integrate it into a solution	“ … some people worry about their data, not all but some do, if we can develop a solution that protects them and we still get the job done we should do that … ”