DETALJNIJI PRIKAZ PREDAVANJA NA ENGLESKOM JEZIKU:
Digital twins are AI-enabled virtual representations of physical systems that maintain symbiotic information links with the systems they represent. Studies show that they are successful for enhancing productive outcomes in manufacturing and operations across diverse contexts leading to development for human systems to gain similar payoffs. This lecture asks what happens when the logic of physical digital twins is extended from machines and processes to humans in organizational contexts. Focusing on B2B sales, we conceptualize the salesperson digital twin (SDT) as an emerging form of human digital twin and examine how they differ from physical digital twins. We show that, unlike the physical digital twins, SDTs are less a faithful replica than an incomplete, ambiguous and contestable assemblage of digital traces and managerial assumptions. This distinction problematizes authority, discretion, and knowledge rights that SDTs evoke as they reconfigure how selling work is organized, how agency is distributed, and how knowledge accumulates. Drawing on an abductive research process that includes interviews with technology providers and sales practitioners, we identify the limits, tensions, and risks that arise when SDTs are deployed in organizational settings. The lecture concludes by outlining a research agenda for trust-promoting and privacy-sensitive deployment of AI-powered technologies to provide a pathway for productive human-AI assemblages in organizational contexts.