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The influence of cultural lag on integration of artificial intelligence in a software development company in the Western Cape, South Africa
Author(s)
Francke, Roxi
Date Issued
2026
Type
master thesis
Publisher
Cape Peninsula University of Technology
Abstract
This study explores the influence of cultural lag on the integration of Artificial Intelligence (AI) within a software development company in the Western Cape, South Africa. Grounded in Ogburn’s Cultural Lag theory, which posits that material culture (technology, tools, and systems) evolves faster than non-material culture (values, beliefs, and social norms), the study explores how this misalignment influences AI integration. Although AI has the potential to transform industries, its successful integration depends not only on technological readiness but also on the cultural and organisational context within which it is introduced. The body of knowledge reveals that the influence of cultural lag in the software development industry in the Western Cape, South Africa, is scant. Therefore, this study employs a qualitative research approach and uses a single-case study design to explore this phenomenon. Semi-structured interviews were conducted with eight employees across different roles in the company. The data were analysed thematically to identify the material and non-material cultures influencing AI integration and to propose strategies to reduce the potential cultural lag. The findings revealed that the company’s material culture reflects a multi-tool AI environment integrating platforms such as ChatGPT, Microsoft Copilot, ClickUp AI, Fireflies.ai, Unity AI, and others. However, infrastructure limitations, operational constraints, subscription costs, and procurement choices hindered the full utilisation of these tools. The non-material cultures influencing AI integration included varying levels of comfort, readiness, and trust; limited leadership communication and training; and a supportive yet unstructured environment that encouraged experimentation. The findings also revealed a perceived capability gap between the company’s technological advancements and its readiness to integrate them effectively. A strategy model to reduce cultural lag for AI integration is presented, which proposes three key strategies: leadership communication, structured enablement, and operational improvements. These strategies aim to align material and non-material cultures over time, reducing the cultural lag and enabling smoother and more effective AI integration. Theoretically, this study validates the continued relevance of Ogburn’s Cultural Lag theory, developed in 1922, in the modern context of AI. Practically, it contributes a strategy model that can assist software development companies and other industries experiencing similar disparities in understanding and addressing the gap between technological innovation and cultural adaptation. By aligning material innovations with non-material values, beliefs, and practices, companies can achieve more sustainable and effective integration of AI.
Additional information
Thesis (Master of Information and Communication Technology)--Cape Peninsula University of Technology, 2026
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217194540_Francke, Roxi.pdf
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