Implementation of Artificial Intelligence from The Perspective of Activity Theory to Determine Contradictions in The Sales Process with The Etom Framework

Ary Setijadi Prihatmanto, Agus Sukoco, Eko Santoso, Edy Susilo, Teddy Hartoko, Andi Adriansyah, Bambang Jokonowo, Agus Budiyono


This research is a continuation of previous research that discusses the relationship between the Marketing process based on the General Procedure of the Sales or Marketing process with Activity Theory (AT) for the development of Artificial Intelligence (AI). The previous discussion requires a deeper understanding of contradictions in business process frameworks. In this case, the eTOm (enhanced Telecom Operational Map) Business Framework is used, especially in telecommunication companies. Thus, quantitative research will be obtained so that there is the potential for contradictions to arise from the socio-cultural side based on AT.
AT in the design methodology is used on a collaborative scale. The activity system is intended to systematically understand the eTOM business framework, which has been built historically and relates to each other in its design towards the use of AI technology. By using AT as a theoretical framework, it's hoped that it will offer a wealthy holistic know-how of ways humans collaborate, i.e., perform useful collective activities, with the assistance of state-of-the-art tools, in this case, AI, withinside the complicated dynamic surroundings of contemporary-day organizations.


Activity Theory, Marketing, eTOm (Enhanced Telecom Operational Map), AI


Boasman-Patel, A. (2020). WHITEPAPER A future vision for the software market that the telecom industry needs to survive and thrive.

Chang, B. (2011). Business Process Management of Telecommunication Companies: Fulfillment and Operations Support and Readiness Cases . 4 (3), 73–86.

Chang, B., & Park, B. (2009). Design and Implementation of A Real-Time Process Management System for Telecom Operations and Management. 20091310 , 103–118.


Engeström, Y. (2001). Expansive Learning at Work: Toward an activity theoretical reconceptualization. Journal of Education and Work , 14 (1), 133–156.

Engeström, Y. (2014). Learning by expanding: An activity-theoretical approach to developmental research, second edition. In Learning by Expanding: An Activity-Theoretical Approach to Developmental Research, Second Edition .

eTOM v22 TM Forum . (2022).

Fındık, D. (2014). Examination of Computer Supported Collaborative Business Process Modeling with Activity Theory .

Forum, T. (2022). The TM Forum Application Framework Business Process Framework (eTOM), Enhanced Telecom Operation management GB929D version 22.0.0 .

Gonçalves, A., Sousa, P., & Zacarias, M. (2013). Using DEMO and Activity Theory to Manage Organization Change. Procedia Technology , 9 , 563–572.

Kaptelinin, V. (1994). Activity Theory: Implications for Human Computer Interaction. Human-Machine Communication for Educational Systems Design , 1 , 5–15.

Kaptelinin, V., & Bonnie A. Nardi. (1997). Activity Theory : Basic Concepts and Applications. Context , 158–159.

Kaptelinin, V., & Nardi, B. (2007). Acting with technology: Activity theory and interaction design. In First Monday .

Kaptelinin, V., & Nardi, B. (2012). Activity Theory in HCI: Fundamentals and Reflections. In Synthesis Lectures on Human-Centered Informatics (Vol. 5, Issue 1).

Kaptelinin, V., & Uden, L. (2012). Understanding delegated actions : Toward an activity-theoretical perspective on customer-centred service design Activity theory AND HCI An activity-theoretical perspective in HCI goals conditions. 2012 Third Nordic Conference on Service Design and Service Innovation , 101–109.

Keegan, BJ, Dennehy, D., & Naudé, P. (2022). Implementing Artificial Intelligence in Traditional B2B Marketing Practices: An Activity Theory Perspective . 2018 .

Kuutti, K. (1995). Activity Theory as a Potential Framework for Human-Computer Interaction Research. Published in B. Nardi (Ed.): Context and Consciousness: Activity Theory and Human Computer Interaction, Cambridge: MIT Press, 17–44.

Leont, AN, & Laureate, LP (1981). Activity, Consciousness, and Personality * .

Luukkonen, I., & Mykkänen, J. (2012). Analyzing Process Modeling as Work Activity. Information Systems Research Seminar in Scandinavia , 9–24.

Mcelligott, T., Analyst, S., Bushaus, D., & Editor, M. (2019). Future oss: towards an open digital architecture . November .

Ouyang, Y., Wang, L., Yang, A., Gao, T., Wei, L., & Zhang, Y. (2022). Next Decade of Telecommunications Artificial Intelligence. CAAI Artificial Intelligence Research , 1 (1), 28–53.

Paschen, J., Wilson, M., & Ferreira, J.J. (2020). Collaborative intelligence: How human and artificial intelligence create value along the B2B sales funnel. Business Horizons , 63 (3), 403–414.

Saputra, DA (2020). Business Process Management Standardization in Operation Support System: Case Study of Fulfillment and Assurance Process in an Indonesian Telecommunication Company . August , 136–141.

Saputra, DA, Handayani, PW, & Satria, R. (2019). Customer relationship management (CRM) implementation evaluation using maturity assessment in telecommunication industry: Case study of an Indonesian company. 2019 International Conference on Advanced Computer Science and Information Systems, ICACSIS 2019 , 513–518.

Saragih, LR, Dachyar, M., & Zagloel, TYM (2021). Implementation of telecommunications cross-industry collaboration through agile project management. Heliyon , 7 (5), e07013.

Scheffe, PFL, & Strassner, J. (2008). IT service management. Handbook of Network and System Administration , 905–928.

Schrettenbrunnner, MB (2020). Artificial-Intelligence-Driven Management. IEEE Engineering Management Review , 48 (2), 15–19.

TM Forums. (2015). Business Process Framework (eTOM) GB921 . 1–51.

Vygotsky. (1978). Readings on the Development of Children. In Cambridge, MA : Harvard University Press (Vol. 70, Issue 1).


  • There are currently no refbacks.

Creative Commons License
This work is licensed under a Creative Commons Attribution 3.0 License.