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This research thesis aims to explore the interplay between the recent introduction of generative artificial intelligence at work and professional role identity. As the public introduction of generative artificial intelligence shook up people’s lives in November 2022, we have reasons to think that an exploration of workers’ professional role identity regardinggenerative artificial intelligence is relevant. Due to the recent studies related to the massive introduction of artificial intelligence in the content creators’ field, we chose to explore how their role and their identity are evolving.

Organizations face challenges in managing artificial intelligence systems and their impact on professional role identity, which, however, has received limited scholarly attention and is not well-understood yet. While prior research has studied various aspects related to artificial intelligence and has suggested that artificial intelligence can enhance productivity, efficiency, and prosperity, it has to a large extent neglected the influence of artificial intelligence on professional role identities. Therefore, this research aims to contribute to artificial intelligence literature by providing empirical insights into the evolution of work and identity. 

To address the abovementioned gap, we build on previous research and conduct a qualitative study. We gathered important insights through interviews with several content creators, including photographers and designers from different countries, to discuss their experiences and elaborate a more comprehensive approach to the potential consequences of the introduction of generative artificial intelligence at work. Taking inspiration from a phenomenological approach, clarifications have been brought forward on the reasons exposed by content creators to introduce generative artificial intelligence in their work process and the consequences of such a choice. A broader perspective has been borrowed in order to question the legitimacy of clients and peers regarding the integration of generative artificial intelligence at work.

More than adding a layer on the benefits of the introduction of generative artificial intelligence at work, our thesis sheds light on what we call “a dual motion” for workers’role identity, highlighting both interactions between generative artificial intelligence at work and professional role identity, challenging and enhancing each other. Additionally, this research explores manners content creators can enrich their work with generative artificial intelligence. This thesis gains perspective on this subject and aims to expose practical implications for workers to inform and broaden people’s minds about generative artificial intelligence.