Integrating Artificial Intelligence into Corporate Sustainability Strategies : Millennial and Generation Z Perceptions of Benefits, Challenges and Impact

Sammanfattning

Over recent decades, rapid technological advancements and a focus on sustainability have driven organizations to integrate technologies such as artificial intelligence to enhance efficiency and make operations more sustainable. At the same time, the workforce is changing, and research indicates Millennials and Generation Z will soon constitute a majority of the workforce. Due to this, their perceptions of new technologies and sustainability will become increasingly influential in their roles as stakeholders and potential decision-makers. Therefore, it is crucial to understand perceptions among these generations regarding the implementation of new technologies for sustainability. The purpose of this study is to gain a deeper understanding of how Millennial and Generation Z employees perceive the potential of implementing artificial intelligence for sustainability in the workplace, particularly regarding benefits, challenges, and impact. The data was collected through 10 semi-structured interviews, with five respondents each from the two generations. Once the interviews were transcribed, the data was analyzed using thematic analysis. The analysis revealed that interviewees had a cautious but positive outlook on the potential of integrating artificial intelligence into sustainable organizational practices. The main perceived benefits were all related to efficiency and process optimization. When it comes to challenges, interviewees expressed a wider range of concerns. Some of the most frequently identified challenges were the unreliability of current artificial intelligence models, the environmental sustainability of the technology itself, and potentially having to shift internal organizational culture for successful implementation. Participants were also divided when asked about the potential impact of artificial intelligence on sustainable practices. On the one hand, interviewees noted that the amount of energy required to power the training and use of artificial intelligence could impact the environment negatively. On the other hand, other aspects, such as improved energy efficiency, could lead to a positive environmental impact in the long term.