I think (and feel), therefore I am: How do robotic AI impact service workers' work-related identity?: Dr Hongmin (Jess) Yan, Griffith University

Event Date: 25 March 2024

Speaker: Dr Hongmin (Jess) Yan, Griffith University, Australia
Time: 3pm-4pm
Location: CW5.06a, Cathedral Wing, Strathclyde Business School, 199 Cathedral Street, Glasgow G4 OQU
Hybrid Event; If you would like to join online then please email sbs-weo@strath.ac.uk for details

I think (and feel), therefore I am: How do robotic AI impact service workers' work-related identity?

In the context of rapid advancements in AI technology and its application in the service sector, this study examines the impact of robotic AI on frontline employees. Grounded in identity control theory, we theorise that integrating robots into work can lead to both identity-threatening and enhancing experiences among service workers. This depends on the type of AI intelligence within the robots: mechanical and emotional AI intelligence tend to enhance identity, while cognitive intelligence can threaten employees’ identity. This, in turn, leads to both avoidant and proactive coping behaviours. We also draw on attribution theory to explore whether the attributions frontline workers make about the reasons for AI’s introduction at work temper or exacerbate these effects. Utilising an arts-based approach—the drawing method—and two experiments, our findings highlight the paradoxical identity effect of work augmentation with robots, providing practical advice for HR managers and service organisations to better leverage technology to support employees.

Published: 19 March 2024