Beyond Algorithms: Employee Perceptions of Fairness, Trust and Engagement in AI-Driven Feedback Systems - A Qualitative Case Study on the Swedish Newspaper Organization Bonnier News

Sammanfattning

This thesis investigates the impact of AI-driven feedback surveys on employee perceptions of fairness, trust, and engagement within Swedish newspaper organizations, with a case study on Bonnier News. Utilizing a qualitative approach, semi-structured interviews were conducted with employees to explore their experiences with the AI-based feedback system, Winningtemp. The findings reveal a complex interplay between trust in AI and human oversight, where trust in managers significantly influenced employees' acceptance of the system. Transparency in decision-making and the balance between frequent feedback opportunities and survey fatigue emerged as critical factors shaping engagement and fairness perceptions. While AI facilitated real-time insights and efficiency, the human role in contextualizing and acting on feedback remained indispensable. This study highlights the need for careful integration of AI in workplace feedback systems to ensure alignment with organizational justice principles, ultimately fostering trust and engagement.