Abstract
Artificial intelligence (AI) is a transformative technology, yet social change often lags technological advancements. Despite growing adoption and enthusiasm, many organizations struggle to align AI’s promise with practical realities. This study investigates the challenges of AI implementation, focusing on the expectations and perceptions of managers, users, and technologists. Using a multiple case study approach, we analyze ten customized AI projects across eight Italian firms, examining the socio-cognitive dynamics of AI implementation. Findings reveal a tension between the rhetorical “talk the talk” of AI hype and the practical challenges of “walking the talk.” Inflated managerial expectations, driven by successive waves of AI hype, often clash with user concerns and organizational readiness, hindering project completeness and tangible outcomes. This research contributes to the technology implementation literature by uncovering how organizations manage the relational challenges associated with hype. It extends the sociology of expectations by illustrating how collective visions of AI become embedded in organizational practices, sustaining momentum despite limited results. Lastly, it highlights cultural and relational strategies that balance short-term signaling with long-term integration goals. This study offers insights into bridging the gap between AI’s promise and its practical realities, providing a framework for navigating the pressures of technological hype and fostering sustainable adoption of emerging technologies.