Alongside growing external pressure for implementation of Artificial Intelligence (AI) technologies, multi-stakeholder demands for responsible conduct have led to an increasing number of organizational AI principles. As previous research on AI principles has mainly focused on their content, restrictions, and external functions, little is known about their relevance for organization-internal stakeholders. Concurrently, while organizational identity was shown to play a central role in technology implementation’s success or failure, with respect to AI implementation, the concept has remained unexplored. Building on 25 expert interviews as part of an ongoing research that involves a qualitative, cross-industry multiple-case study with 13 organizations, we reveal AI principles’ capacities for managing organizational identity towards AI implementation by: (1) redefining organizational identity, and (2) aligning organizational identity’s facets. Our findings accentuate the relevance of organizational identity for AI implementation, and indicate AI principles’ role as a tool to manage this transformative change in an identity-conforming way
