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Peer Influence on the Adoption of Artificial Intelligence Tools in the Workplace
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Resumo(s)
The rapid advancement of Artificial Intelligence (AI) is revolutionizing numerous industrial sectors, leading to significant enhancements in operational efficiency and productivity. As AI systems become increasingly integrated into workplace processes, they are not only transforming how tasks are performed but also reshaping the dynamics of workplace relations between employees. Despite its potential, the successful implementation of AI tools within organizations depends heavily on employee acceptance and willingness to utilize these technologies. This paper investigates the intention to use AI tools among employees who observe
their colleagues using these tools in their daily tasks. A central issue is understanding how observing coworkers using AI tools influences other employees' intentions to adopt them. It is crucial to determine whether peer influence serves as a motivating factor or poses challenges to the adoption of such tools. This problem is relevant because AI adoption in the workplace can be influenced not only by technological and organizational factors but also by social and psychological dynamics among employees. Studying the power of influence
between employees helps to fill an existing gap in the literature. The research integrates insights from Social Cognitive Theory and Protection Motivation Theory. The data was collected through a survey targeting only working people. Analyzing a sample of 221 employees using SmartPLS, it was found that anxiety significantly
influences employees' intentions to adopt AI tools. Employees who feel vulnerable to job displacement and increased competition due to AI integration experience heightened anxiety, which drives them to adopt AI tools as a protective measure. This thesis contributes to a better understanding of the critical psychological and social factors that impact AI adoption among employees. It is relevant for organizations, as they can
enhance the effectiveness of AI integration by fostering a supportive environment, providing necessary training, and addressing employees' anxieties and concerns.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Marketing Intelligence
Palavras-chave
Artificial Intelligence Peer Influence Social Dynamics Job Insecurity Anxiety SDG 8 - Decent work and economic growth SDG 9 - Industry, innovation and infrastructure