The Human side of generative artificial intelligence

The problem

Generative artificial intelligence (GenAI) is becoming fundamental to how businesses work. Yet there is little research on how professionals use it. Current research mostly looks at GenAI at the organisational level but overlooks the ‘micro-level’ of human behaviour. This matters because whereas traditional AI was largely used to automate routine tasks, GenAI is working alongside people on complex and creative work, meaning its success – and making the most of its transformative value – depends on how individuals interact with it. People might be using GenAI in unexpected or strategic ways, for example, to protect their role, which can limit its benefits.

The research

Drawing on a qualitative, multiphase study involving interviews, focus groups, and digital diaries with strategy consultants, this research explores how professionals interact with GenAI when designing new business models – or ‘business model innovation (BMI)’. Findings suggest that strategic professionals engage with GenAI through what the researchers term ‘reflexive augmentation’ – which represents the deliberate, critical engagement with GenAI, to decide which tasks should (not) involve GenAI, and which to automate (with hardly any human involvement) or augment (with humans and GenAI closely working together) through GenAI.  GenAI is useful for BMI, they show, but application is for now relatively limited to mostly backstage support activities rather than strategic, client-facing work.   The researchers show how this use of GenAI is shaped by tensions related to trust, skills, value-add, and client disclosure.

The impact

Providing new evidence on the interactions between professionals and GenAI advances debate on augmentation and automation at the micro-level, introducing ‘reflexive augmentation’ to help understand the unique process that takes place with GenAI, different to traditional AI. The findings offer actionable insights for managing human-AI collaboration, and the opportunities and challenges of integrating GenAI in the workplace – to make the most of its value.

Department: Management & Marketing 
Area: Generative AI and human collaboration