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

Abstract

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.