How AI Tools Reshape Work and Stimulate Intrapreneurial Behavior: Insights from Tunisian and North African Startups

This study examines how artificial intelligence (AI) tools reshape work practices and foster intrapreneurial behavior within startups in Tunisia and North Africa. Using a qualitative multiple-case research design, data were collected from 24 semi-structured interviews across eight AI-adopting startups. The findings show that AI stimulates intrapreneurship through three key mechanisms: (1) work reconfiguration and cognitive relief generated by task automation; (2) enhanced opportunity recognition resulting from AI-driven insights; and (3) increased confidence and speed in problem-solving through predictive and simulation capabilities. The study also highlights that organizational culture—particularly autonomy, openness, and psychological safety—moderates the extent to which employees turn AI-enabled insights into innovative actions. This research contributes to digital transformation and intrapreneurship literature by identifying AI as a catalyst for cognitive, structural, and behavioral change. It offers practical guidance for leaders seeking to leverage AI to strengthen internal innovation in emerging-market contexts.

Artificial intelligence (AI) ; Intrapreneurial behavior ; Digital transformation

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