ESCP Europe

Langue

English

Publication year

27/04/2026

The article examines how artificial intelligence (AI) reshapes multimodal theorization—the combination of text, visuals, and other communicative modes used in theory development—by extending Kuric and Höllerer’s (2025) model that links theorization to diffusion. It introduces the concept of "algorithmic recursivity," a feedback mechanism where AI systems, including ranking algorithms and generative AI, jointly influence both the production and visibility of theorized models, leading theorists to adapt their multimodal expressions in response to algorithmic selection pressures. This recursive interaction challenges traditional assumptions about audience homogeneity and genre conventions, emphasizing that algorithmic logics mediate and co-constitute theorization and diffusion processes. The article argues that understanding management theory in digital environments requires accounting for these socio-material dynamics, where human and algorithmic agencies collaboratively shape what ideas gain institutional traction. [Extracted from the article]