The scientific approach to facilitate the human-machine interactions. The case of Carrozzeria Fratelli Basile

Purpose This study aims to explore human–machine interactions in the process of adopting artificial intelligence (AI) based on the principles of Taylorism and digital Taylorism to validate these principles in postmodern management. Design/methodology/approach The topic has been investigated by means of a case study based on the current experience of Carrozzeria Basile, a body shop born in Turin in 1970. Findings The Carrozzeria Basile’s approach is rooted in scientific management concepts, and its digital evolution is aimed at centring humans, investigating human–machine interactions and how to take advantage of both of these. Research limitations/implications The research contributes to both Taylorism management and the literature on human–machine interactions. A unique case study represents a first step in comprehending the phenomenon but could also represent a limit for the study. Practical implications Practical implications refer to the scientific path to facilitate the implementation and adoption of emerging technologies in the organisational process, including employee engagement and continuous employee training. Originality/value The research focuses on human–machine interactions in the process of adopting AI in the automation process. Its novelty also relies on the comprehension of the needed path to facilitate these interactions and stimulate a collaborative and positive approach. The study fills the literature gap investigating the interactions between humans and machines beginning with their historical roots, from Taylorism to digital Taylorism, in relation to an empirical scenario.