Abstract

Generative artificial intelligence (GenAI) has changed the way in which knowledge workers acquire, communicate, and generate information. In the banking industry, this is impacting both efficiency and productivity of work, as well as workers’ perception of their IT-related work identity. The prevalence of GenAI usage demands a deeper understanding of its workforce implications; however, little has been explored in this area. This study draws on affordance theory and IT identity literature to conceptualise capability-based GenAI affordances and their impact on workers’ IT identity. We conduct a case study at an Australian bank that implemented Microsoft CoPilot. We develop a conceptual model of GenAI affordance-based IT identity, which explains that the relationships between GenAI affordance and IT identity are hierarchically placed along a continuum from an instrumental to a humanistic focus. Our research advances the understanding of worker-GenAI interactions in the workplace with affordance-enabled identity and their impact on the workforce.

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