The Bittersweet Taste of Sensemaking: How Consultants Make Sense of Generative AI in Relation to their Professional Identity

Sammanfattning

Title: The bittersweet taste of sensemaking: How consultants make sense of Generative AI in relation to their professional identity Course: BUSN49, Degree Project in Managing People, Knowledge and Change – Master Level Authors: Gloria Julia Glupe and Merryl Frances Nathanie Meka Supervisor: Sverre Spoelstra, Associate Professor, Lund University, Sweden Purpose: This study focuses on how consultants interpret and make sense of the ambiguity and uncertainty associated with GenAI. The purpose of this research is to contribute to a deeper understanding of how GenAI disruption and consultants’ professional identity influence sensemaking. Furthermore, this study seeks to offer further insights into the relationship between technological disruption, professional identity, and sensemaking within consulting. Methodology: This qualitative study adopts an interpretive research tradition and follows an abductive approach. The research is based on empirical material collected through semi-structured interviews with twelve consultants from Big Four consulting firms in Scandinavia and the DACH region. Theoretical Perspective: Our study primarily focuses on sensemaking theory, which Weick (1995) describes as a process by which individuals construct plausible interpretations to understand ambiguous situations and guide action. This perspective helps us understand how consultants interpret the ambiguity surrounding GenAI. This study also draws on literature arguing that technological change and identity threats can trigger sensemaking processes (Weick, 1990; Vough et al. 2020). Additionally, this study incorporates literature on professional identity in consulting to understand how GenAI relates to the future relevance of their expertise and profession (Alvesson & Robertson, 2006; Gill, 2015). Conclusion: This study reveals how consultants make sense of GenAI in relation to their professional identity within the consulting industry. The findings show that consultants frequently “sugarcoat” GenAI by constructing positive and plausible narratives to protect their professional identity. However, underlying ambiguity, tensions, and concerns about the future of consulting work remain present beneath the surface. Keywords: Organizational Change, Sensemaking, Consulting, Artificial Intelligence, Narratives