Digitization and Artificial Intelligence are currently one of the most discussed topics in the real estate industry and are claimed to represent a fundamental revolution rather than a short-term trend or hype. Historically, the real estate industry has been slow to adopt new technology, including traditional analytical AI. However, since OpenAI launched ChatGPT in November 2022, there has been a resurgence of interest in the potential of large language models and more specifically generative AI. The new attention has sparked great enthusiasm for the possibilities offered by generative AI, but also concern about falling behind in its use. The real estate sector is one of the sectors expected to see the absolute largest productivity gains per employee if generative AI is effectively implemented, and with the new applications that traditional AI has not addressed, generative AI potentially offers a unique opportunity for the real estate industry to become a leader in technological development. Despite the promising potential of generative AI, research into its opportunities and challenges in the real estate context is still in its infancy, with a limited number of studies exploring the area. The purpose of this study was thus to contribute to the research on generative AI within the context of property management with the goal of providing insights to Swedish property managers about the socio-technical factors that influence the acceptance of generative AI as well as its potential applications within the industry. Through a survey with 172 participants active in property management, driving forces and obstacles linked to the acceptance of generative AI as well as practical areas of use were investigated. The study's findings highlight the factors that lead a user to either accept or reject generative AI. Also highlighted are the tasks in which property managers see generative AI as a complement, can be performed without or with minimal human supervision, and cannot contribute with support within. Results indicate a wide range of tasks that can potentially be supported by generative AI and are thus valuable to property managers with both limited experience with the technology and those with more experience. / Digitalisering och Artificiell intelligens är för närvarande ett av de mest diskuterade ämnena inom fastighetsbranschen och påstås representera en grundläggande revolution snarare än en kortsiktig trend eller hype. Historiskt sett har fastighetsbranschen varit långsam med att anamma ny teknologi, inklusive traditionell analytisk AI. Sedan OpenAI lanserade ChatGPT i november 2022 har det dock skett ett uppsving i intresset för potentialen hos stora språkmodeller och mer specifikt generative AI. Den nya uppmärksamheten har väckt stor entusiasm över de möjligheter som generativ AI erbjuder, men också en oro över att hamna efter i användningen av den. Fastighetssektorn är en av de sektorerna som förväntas se de absolut största produktivitetsökningarna per anställd om generativ AI implementeras effektivt, och med de nya tillämpningarna som traditionell AI inte har hanterat erbjuder generativ AI potentiellt en unik möjlighet för fastighetsbranschen att bli ledande inom teknisk utveckling. Trots den lovande potentialen hos generativ AI är forskningen om dess möjligheter och utmaningar inom fastighetskontexten fortfarande i begynnelsen, med ett begränsat antal studier som utforskar området. Syftet med denna studie var därmed att bidra till forskningen om generativ AI inom kontexten av fastighetsförvaltning med målet att ge insikter till svenska fastighetsförvaltare om de sociotekniska faktorer som påverkar acceptansen av generativ AI samt dess potentiella tillämningar inom branschen. Genom en enkätundersökning med 172 deltagare verksamma inom fastighetsförvaltning undersöktes drivkrafter och hinder kopplat till acceptans av generativ AI samt praktiska användningsområden. Studiens resultat belyser de faktorer som leder till att en användare antingen accepterar eller avvisar generativ AI. Även belyses de arbetsuppgifter som fastighetsförvaltare ser generativ AI fungera som ett komplement i, kan utföras utan eller med minimal mänsklig övervakning samt inte kan bidra med stöd inom. Resultatet indikerar ett bredd spektrum av arbetsuppgifter som potentiellt kan stödjas av generativ AI och därmed är värdefulla för fastighetsförvaltare med både begränsad erfarenhet av tekniken samt de med mer erfarenhet.

The rapid development of artificial intelligence has initiated debates regarding its eventual threats and opportunities in the labor market. There is currently an ongoing discussion about which jobs, within the HR-business, that could potentially be replaced by AI, with the recruiting profession being suggested as replaceable by AI. The sociological relevance of the study´s subjects lies in the intersection of human and technology. The purpose of the study is to examine how professionals in the field of recruitment experience AI. By studying this, emotions arising in relation to technological development can be elucidated with the aim of understanding the intersection between humans and technology. Latest research has shown that development of new technology may raise apprehension among people. The theoretical framework of this study is based on Blumers (1986) ideas about sense-making within symbolic interactionism and Technology Acceptance Model (Davis, 1989). Blumers ideas are used to understand how recruiters' sense-making process affects their feelings towards AI. Technology Acceptance Model are used in purpose to understand recruiters potential for acceptance of AI. In this study, qualitative interviews were conducted with recruiters working at recruitment and staffing agencies. The study's results indicate that recruiters have a positive attitude towards using AI in their work, despite having difficulty understanding what AI is. The findings suggest that recruiters do not perceive AI as a threat to their occupational roles, as AI lacks the human capabilities required by their job roles. / Den snabba utvecklingen av artificiell intelligens (AI) har väckt diskussioner om dess potentiella hot och möjligheter på arbetsmarknaden. Just nu pågår en diskussion om vilka jobb inom HR som skulle kunna ersättas av AI, i vilken rekryteringsyrket framförs som ersättbart av AI. Den sociologiska relevansen i studiens ämne är mötet mellan människa och teknik och syftet med studien är att undersöka hur yrkesprofessionella inom rekrytering upplever AI. Genom att studera detta kan känslor som uppkommer i relation till teknikens utveckling synliggöras i syfte att förstå mötet mellan människa och teknik. Tidigare forskning visar exempelvis att ny teknik kan skapa oro hos människor. Studiens teoretiska ramverk utgår från Blumers (1986) teorier om meningsskapande inom symbolisk interaktionism och Technology Acceptance Model (Davis, 1989). Blumers teorier används för att förstå hur rekryterares meningsskapande process påverkar deras känslor gentemot AI. Technology Acceptance Model används för att förstå rekryterares möjlighet till acceptans av AI. I denna studie har kvalitativa intervjuer genomförts med rekryterare som arbetar på rekryterings- och bemanningsföretag. Studiens resultat visar att rekryterarna har en positiv attityd till att använda AI i sitt arbete trots att de har svårt att greppa vad AI är. Studiens resultat visar att rekryterarna inte upplever AI som någonting som kan hota deras yrkesroll, på grund av att AI saknar den mänskliga förmågan som deras yrkesroll kräver.

Companies are increasingly integrating artificial intelligence into their daily operation alongside as it seems, the development of artificial intelligence. The usage of artificial intelligence in marketing communication is allowing companies to streamline their operation and utilize objective data, but to evaluate these potentials they need information regarding consumer's attitude is towards their usage of AI. The purpose of this study is to uncover how consumer acceptance towards AI-generated marketing communication affects their purchasing intention. The theory of planned behavior is used alongside purchase intention and acceptance of AI to lay the foundation for our hypotheses. To gather primary data, a quantitative research approach in the form of an online survey was utilized. The survey’s content was designed using AI to gauge customer purchase intention. The survey was distributed using social media channels such as Instagram and Facebook, with the sample population being selected using non-statistical sampling methods. Answers from a total of 42 participants were collected, 30 deemed appropriate to analyze using SPSS. Our findings show that consumers' acceptance of AI does not significantly impact their purchase intention. This observation contradicts previous research within the field, indicating the importance of further research relating to the subject.