Making Sense of Generative AI: A Qualitative Study of Middle Management Role in Strategic Communication of GenAI Implementation in Software Development Organisations

Sammanfattning

Generative artificial intelligence increasing popularity enables major competitive organisational benefits but with implementation comes communicative and organisational challenges. The present study examines how the implementation of generative AI is strategically communicated within a large software development organisation and how middle managers interpret and communicate this implementation. The study contributes to research on strategic communication and communication in organisational change by focusing on middle managers role between top management’s strategic ambitions and employees’ everyday work practices.The study is theoretically framed through organisational sensemaking and sensegiving, supported by literature on change- and leadership communication. A qualitative single-case study design consisting of semi-structured interviews with middle managers and thematic analysis of organisational documents related to generative AI implementation.The present study’s findings found that formal communication framed generative AI as a matter of responsible innovation, productivity, quality and strategic importance. However, middle managers experienced communication from top management as clear in direction but abstract in practice. Implementation therefore depended on middle managers interpretations and communication. The findings contribute to research on generative AI implementation, through concluding that this organisational change becomes possible when strategic communication is made meaningful, participatory and locally relevant through middle management sensemaking and sensegiving.