AI som arbetskamrat : En undersökning av teknikacceptans för AI inom företagskommunikation

Sammanfattning

This study examines technology acceptance of generative artificial intelligence (AI) within corporate communications. The purpose is to analyse how AI-implementation is perceived and received in the communication department of a Nordic project-based company. The study comprised a qualitative case study where eight semi-structured interviews were conducted with members of different roles in the communications department. The interview material was further complemented with internal surveys on the topic of AI conducted by the company. The empirical data was then analysed using a modified UTAUT framework. The framework was extended to include trust and the facilitating conditions learning culture, competence and organizational structure. The results indicated widespread technology acceptance of AI within the department, with all interviewed employees utilizing generative AI daily. A clear intention to utilize AI was identified among the employees, mainly driven by strong performance expectancies regarding increased efficiency and improved quality. However, a gap remains between intention and usage behaviour. With the majority of current AI usage being driven by individual initiatives, the systematic usage of AI tools remains limited within the organization. The study further found that, while trust remains highly relevant in the context of AI, it does not change the intention to use the technology. It does however change the user behaviour.