Impact of AI on activities and jobs

Maintaining sense at work in an environment impacted by artificial intelligence

The Context

The generalization of applications related to Artificial Intelligence (AI) has long been studied from a technological point of view or from a macro-social one. However, it raises many questions in terms of employment and skills within companies as well. Within this perspective, studies tend to view the rising of AI as a disruptive change that will profoundly impact all activities and functions, and hence predict the disappearance of a given percentages of jobs.

The Challenge

Along with this affirmation, we observe that most authors position themselves either in a deterministic approach – claiming that all behaviours are necessarily shaped by technology, or an appropriation approach, stating the exact opposite. Challenge lies within the study of such changes from a socio-material standpoint, by looking simultaneously at the ways work activities and jobs are concretely transformed by AI and how the organizational context and the social actors’ attitudes shape in turn AI’s concrete applications.

Key Question & Goals

The objective of the prospective study launched by the Institut des Métiers Orange is to answer the following question:

“Is it possible to maintain sense at work in an environment impacted by artificial intelligence?”

The main goals of this study will be to:

  • To consult academic experts and experts from disruptive industries, and to benchmark other companies;
  • To explore the perceptions of the main actors involved in different jobs impacted by AI (HRM, marketing, customer relations, management of networks);
  • To gather the suggestions of those actors for supporting the ongoing transformation;
  • To pay attention to the risks of polarization that could result from the generalization of AI.

About Institut des Métiers Orange

The Institut des Métiers Orange is a joint research body of the French telecommunications operator Orange, one of the largest operators of mobile and internet services in Europe and a global leader in corporate telecommunication services. Through studies and discussions, it seeks to elaborate shared thoughts regarding the evolutions of jobs and changes expected with it.

It is the third time that the Lentic – the research centre at HEC Liège dedicated to organizational innovation processes, new ways of working and change management – and the Institut des Métiers collaborate on research topics linked to digitalization.