| Title: |
Beliefs, Controversies, and Innovation Diffusion: The case of Generative AI in a Large Technological Firm |
| Authors: |
Rowe, Frantz; Suire, Raphaël; Raymond, Myriam; Jacob, Florence |
| Contributors: |
Laboratoire d'économie et de management de Nantes Atlantique (LEMNA); Nantes Université - Institut d'Administration des Entreprises - Nantes (Nantes Univ - IAE Nantes); Nantes Université - pôle Sociétés; Nantes Université (Nantes Univ)-Nantes Université (Nantes Univ)-Nantes Université - pôle Sociétés; Nantes Université (Nantes Univ)-Nantes Université (Nantes Univ); Groupe de Recherche Angevin en Economie et Management (GRANEM); Université d'Angers (UA)-Institut Agro Rennes Angers; Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro)-Institut national d'enseignement supérieur pour l'agriculture, l'alimentation et l'environnement (Institut Agro) |
| Source: |
DIGIT 2024 ; https://cnrs.hal.science/hal-04973613 ; DIGIT 2024, Dec 2024, Bangkok, Thailand |
| Publisher Information: |
CCSD |
| Publication Year: |
2024 |
| Collection: |
Université de Nantes: HAL-UNIV-NANTES |
| Subject Terms: |
Generative AI; Innovation Diffusion; Case study; Controversies; Risks; Beliefs; [SHS.ECO]Humanities and Social Sciences/Economics and Finance; [SHS.GESTION]Humanities and Social Sciences/Business administration |
| Subject Geographic: |
Bangkok; Thailand |
| Description: |
International audience ; The reality of how generative artificial intelligences (GenAIs) spread and are used in business is largely unknown. This research aims to describe this in the context of a large technology company, exploring and questioning the ways in which diffusion is accelerated or, on the contrary, the reasons for resistance due to divergent beliefs. Based on diffusionist approaches to innovation and an original questionnaire administered to 1,665 employees, we propose a typology of user profiles. We show that the spread of GenAI is not simply a matter of percolating GenAI systems selected by strategists and spreading them from peer to peer in experiments organized by top management (so-called sandbox experiments). We partition the population into pure experimenters, early and natural adopters, strong early adopters and non-users. Overall, across the different profiles of users and non-users, the initial level of education seems to play an important role in commitment to experimentation, but also in non-use when the level of qualification is low. Those who speak up very often (spreaders) find that GenAI should be generalized are found more often among strong early adopters, while inhibitors are more likely to be found among pure experimenters. Spreaders and inhibitors coexist in professions, creating a fertile ground for controversy. This paper enables us to analyze the diffusion and specific features of GenAI innovation within a large seemingly tech-savvy company. It highlights the need for close support in addressing perceptions and competencies if the goal is to scale up usage within the company. |
| Document Type: |
conference object |
| Language: |
English |
| Availability: |
https://cnrs.hal.science/hal-04973613; https://cnrs.hal.science/hal-04973613v1/document; https://cnrs.hal.science/hal-04973613v1/file/Beliefs%20Controversies%20and%20Innovation%20Diffusion_%20The%20case%20of%20Gen.pdf |
| Rights: |
info:eu-repo/semantics/OpenAccess |
| Accession Number: |
edsbas.459AC834 |
| Database: |
BASE |