Make Way for the Algorithms: Symbolic Actions and Change in a Regime of Knowing

When actors deem technological change undesirable, they may act symbolically by pretending to comply while avoiding real change. In our study of the introduction an algorithmic technology in a sales organization, we found that such symbolic conformity led unintendedly full implementation suggested To explain this surprising outcome, advance regime-of-knowing lens helps analyze deep challenges happening under surface during process introduction. A regime knowing guides what is worth knowing, actions matter acquire knowledge, and who has authority make decisions around those issues. We both technologists introduced technology, incumbent workers whose work was affected change, used either defend established or advocate radical Although enacted with changes, performed advocacy presenting positive side Ironically, because enabled reinforced advocacy, reinforcing cycles yielded sales' knowing: from one focused on understanding customers via personal contact strong relationships, based model predictions processing large datasets. discuss theoretical implications these findings for at workplace.