EXAMINING THE IMPACT OF GENERATIVE AI APPLICATION ON PERFORMANCE: EMPLOYEES' PERSPECTIVE

Abstract

Digital transformation has become essential for organizations striving to maintain competitiveness in today's rapidly evolving business landscape. Generative Artificial Intelligence (GenAI) is a driving force behind this transformation, facilitating automation, decision-making enhancement, and innovative product creation. However, its adoption presents ethical and practical challenges, including concerns regarding responsible usage and its impact on job satisfaction and performance. This study investigates the responsible usage of GenAI among employees and its effects on performance outcomes. Drawing on the Technology Acceptance Model (TAM), Diffusion of Innovation Theory, and Fredrickson's broaden-and-build theory, the research explores the relationships between perceived usefulness, ease of use, responsible GenAI usage, job engagement, job satisfaction, and performance. Findings suggest that while ease of use may not directly drive GenAI adoption, it influences responsible usage. Perceived usefulness and responsible usage significantly influence adoption decisions, highlighting the importance of usefulness in embracing new technologies. Moreover, job engagement plays a pivotal role in driving positive outcomes, with significant associations between GenAI use, job engagement, and subsequent performance. The study contributes insights for academia and managerial practice, emphasizing the critical link between usefulness, job engagement, and favorable outcomes, while also highlighting the ethical considerations surrounding GenAI usage. Recommendations for training and internal guidelines are provided to ensure responsible GenAI utilization. Despite limitations, the research sets the stage for further investigation and administrative actions to effectively harness GenAI technology.