Exploring the personal adoption and use of generative artificial intelligence in work and decision-making by employees of multinational corporations : a technology acceptance model perspective

Abstract

Multinational corporations (MNCs) are increasingly leveraging the use of artificial intelligence (AI) tools to enhance decision-making and create efficiencies. This study aims to explore how employees of MNCs are adopting and utilising generative AI in their work and decision-making. The researcher approaches the study from the perspective of the technology acceptance model (TAM) which provides a theoretical framework to explore the nuanced perceptions and experiences of the research participants, thus extending the model into the qualitative paradigm. The findings of the research reveal that generative AI is perceived as a valuable tool in enhancing work tasks and supporting decision-making. Participants reported significant benefits and gains. However, despite the opportunities it presents, wide-ranging challenges to the adoption of generative AI were identified, and strategies to address these challenges were presented by the participants. Organisational culture and social influences through colleagues and managers were also found to greatly influence adoption. Finally, professional identity of the employees utilising generative AI was explored and the need for robust governance and organisational use policies to protect human agency came under scrutiny. The researchers’ findings presented herein provide valuable insights for academia and business as they highlight the need for a supportive and enabling professional environment to foster the best conditions for adoption. The research concludes with the theoretical and practical implications, for both academia and business respectively, in integrating generative AI tools in MNCs, and recommends directions for future research.