New Research Identifies Key AI User Types Driving Workforce Transformation
Slack’s Workforce Lab has released new research identifying five key AI personas shaping the future of work. Based on in-depth interviews and a survey of 5,000 full-time desk workers, the study reveals how employees feel about using AI at work and offers a guide for employers to integrate AI effectively into their teams.
The research introduces five distinct AI personas that define workers’ attitudes towards AI. Maximalists, accounting for 30%, use AI frequently and openly promote its benefits. The Underground group, making up 20%, also embraces AI but prefers to keep their usage hidden. Rebels, representing 19%, are skeptical of AI, believing it creates an unfair advantage. Superfans (16%) admire AI advancements but have yet to utilize them fully, while Observers (16%) watch with interest but are cautious about incorporating AI into their work.
Christina Janzer, Senior Vice President of Research and Analytics at Slack, highlights the importance of understanding these personas to ensure successful AI adoption in the workplace. “The AI-powered future of work isn’t just about enterprises, it’s about employees — and it’s redefining everything from careers to workplace culture. Companies need to make AI work for workers and bring everyone onboard The AI Team.”
As the urgency to implement AI increases, Slack’s findings emphasize the need for a tailored approach in onboarding employees. Workers’ motivations for using AI vary widely across personas. Maximalists, for instance, are driven by the desire to produce higher-quality work, while Rebels view AI as a threat. Meanwhile, Superfans admire their colleagues’ innovative use of AI but use it sparingly themselves, and Observers remain neutral, with a third expressing interest in developing AI skills.
Lori Castillo Martinez, EVP of Talent Growth & Development at Salesforce, underscores the importance of adapting to AI. “Workers across industries must learn how to work with AI or risk getting left behind. At Salesforce, we’re helping our employees identify skill gaps and bridge them to take full advantage of the AI future.”
Slack’s research offers a roadmap for leaders to understand where their employees are in their AI journey and how to help them unlock the benefits of this rapidly evolving technology. The study also notes that, while the demand for AI adoption is growing, more than two-thirds of workers have yet to use the technology, potentially missing out on the advantages it brings in terms of efficiency, performance, and employee well-being.
The survey, conducted between August 6 and 14, 2024, included respondents from the U.S., Australia, India, Singapore, Ireland, and the U.K.
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