Generative AI: Navigating Skill Obsolescence, Adaptation, and Ethical Change

Sammanfattning

Rapid integration of generative artificial intelligence (AI) in the workplace is transforming how organizations function and how employees maintain relevant skills. This thesis investigates the following research question: How do employees’ in retail organizations perceive the effects of generative AI integration on their professional skill obsolescence and adaptation? Using a qualitative case study approach, eight semi-structured interviews were conducted with employees from European retail organizations actively using generative AI in their daily work. The findings indicate that AI tools improve efficiency in administrative and creative tasks, particularly in writing, but also contribute to the perceived decline in certain manual skills. Adaptation occurred mainly through self-directed learning, with organizational support varying. Ethical concerns related to data privacy and long-term labor market effects were noted, though overall attitudes toward AI remained positive. The study contributed to the human-computer interaction field by offering insight into how generative AI affects role evolution and skill demands in office-based environments. Future research should further investigate long-term effects and compare adaption across different organizational support models.