Exploring the future of work: understanding knowledge workers use and perceptions of generative AI
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School of Business |
Master's thesis
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Date
2024
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Mcode
Degree programme
mib
Language
en
Pages
91 + 2
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Abstract
This study explores knowledge workers’ perceptions of generative AI focusing on the workers use of it, perceptions of the technology and anticipated changes in the future of work. The study focuses on the more complex type of knowledge work of management consultants. Despite broad discussion around the potential of generative AI, the is a lack of understanding in how individuals perceive it in their work. The aim of the study was to get a better understanding on how generative AI is viewed among knowledge workers while providing insights for companies preparing for the integration of generative AI at work. The study explores the concept of future of knowledge work and human and AI collaboration in the context of generative AI. Attitudes have been found to impact the perception and use of generative AI and understanding better the perception and anticipation among knowledge workers can help organizations prepare for the change. The study is using qualitative research methods and is conducted through one-on-one semi-structured interviews with management consultants in Finland. Overall, 12 management consultants were interviewed for the study representing different companies, age groups and experience levels in the industry. The data in the study was analysed using thematic analysis with themes constructed from the interviews and grouped based on previous literature. The findings highlight a dual perception of generative AI among consultants. The perception is revealed to be largely positive with appreciation of generative AI’s potential to enhance productivity and quality of work, but also ethical implications and technological limitations persist. The findings suggest that generative AI is viewed as an assistive tool or collaborative partner rather than replacing humans, aligning with previous research on human-AI collaboration. No major disruptions are anticipated in the field of consultancy, and it is seen as an opportunity although some changes in job roles and skills are expected. The technology is expected to help reduce time spent on mundane routine tasks allowing more focus on value creating activities. While there is anticipation regarding generative AI at work, the impact it will have on future of work is also still seen as uncertain.Description
Thesis advisor
Schildt, HenriKeywords
generative AI, future of work, knowledge work, management consulting, human-AI collaboration, large language models