Generative AI in the world of work

„Generative AI is often perceived as conflicting by employees. For example, ChatGPT can save research time, but it can also create additional work, such as fact-checking. The exact impact of the technology is still largely unexplored and depends on the context of its use. Therefore, in this project we investigate how and with what consequences generative AI is used, with a particular interest in its significance for knowledge-intensive and creative professions such as marketing. We also highlight the importance of organisational and institutional frameworks and develop design options for the responsible use of generative AI.“

Dr. Georg von Richthofen

„HR professionals are not only using generative AI in their own processes, such as in chatbots or for creating interview or offboarding questions, but they are also faced with potential changes in the workforce as a result of the technology. For example, will generative AI change the way employees learn or acquire internal knowledge? Are there risks in handling confidential information that require policies or company agreements? The GENKIA project aims to answer these and other questions.“

Sonja Köhne

„Generative AI is a versatile, general-purpose technology whose use opens up space for many complementary innovations - for example, in organisation. At the same time, the use of this technology requires a variety of changes in the environment, allowing us to examine a potentially profound transformation of the business landscape in the context of generative AI. In this context, we see a coexistence of societal and technical advances and significant challenges, underscoring the importance of a cautious and well-informed approach.“

Prof. Dr. Hendrik Send