20.500.12556/DKUM-99986 Theme prevalence and co-occurrence in managerial perceptions of AI integration in physical retail: a descriptive qualitative content analysis a descriptive qualitative content analysis The integration of artificial intelligence (AI) is increasingly shaping the transformation of physical retail, yet managerial perceptions of this process remain underexplored. This study investigates these perceptions through six semi-structured interviews across diverse retail sectors. Utilizing the MAXQDA software for qualitative content analysis, the research identifies key themes: implementation challenges, strategic benefits, required competencies, and human–technology interaction. Co-occurrence analysis reveals a critical tension between technological efficiency and human empathy. Findings indicate that while AI offers operational gains, its success is hindered by technological inadequacies and demographic hesitation. Results suggest that effective adoption depends on balancing automation with "hybrid intelligence" and proactive upskilling to maintain the relational value of physical stores. This research provides localized, practitioner-based insights into the socio-technical complexities of the evolving "phygital" retail landscape. artificial intelligence physical retail managerial perceptions qualitative content analysis AI implementation human–technology interaction true false true Angleški jezik Angleški jezik Znanstveno delo 2026-09-01 13:49:34 2026-09-01 13:49:34 2026-09-02 03:11:10 0000-00-00 00:00:00 2026 0 0 Str. 1285-1313 0000-00-00 Zaloznikova NiDoloceno NiDoloceno 0000-00-00 0000-00-00 2026-07-03 004.8:339.37 283282435 289626115 10.18690/um.epf.7.2026.63 https://press.um.si/index.php/ump/sl/catalog/book/1126/chapter/1348 1 35f67a02-a5fb-11f1-9be0-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211163 RAZ_Kolar_Nina_2026.pdf RAZ_Kolar_Nina_2026.pdf 1 273D3A2B133494042960E3A6F2A3C863 cc0203031301d11facc5015d45bb96a300cd11dc0c090bc16bfb34aafe87f2e1 6a0d8113-a5fb-11f1-9be0-00155d0001be https://dk.um.si/Dokument.php?lang=slv&id=211164 Ekonomsko-poslovna fakulteta 0 0 0