This qualitative thesis explores the dual impact of AI on the workforce and how attitudes among employees in Northern Sweden influence their readiness for organizational change and the adoption of new technologies. The study aims to understand how people in Northern Sweden integrate AI into their professional and personal lives, as well as their acceptance of AI and its underlying factors. A comparison between Northern and Southern Sweden will be conducted to examine any differences in these perceptions and readiness for change within the country. The necessity for this investigation and comparison is grounded in the ongoing digitalization and automation of tasks in North Sweden. In order to stay competitive, North Sweden must embrace and adapt to new technologies. However, there is currently a limited number of studies examining the attitudes towards AI among Northerners - the people living in North Sweden. By exploring attitudes and adoption of AI in Northern Sweden, the study aims to provide insights for successful organizational adaptation and adaptation to technological advancements. The data was collected and analyzed through a qualitative approach employing purposive sampling. Six semi-structured interviews were conducted, with individuals from diverse work roles residing in both Northern Sweden and south Sweden. A thematic analysis was then applied to the collected data sets to identify prevalent themes and patterns. The key findings of this thesis reveal diverse attitudes towards AI integration among the respondents from southern and Northern Sweden, influenced by psychological needs, personal experiences, and concerns about job security. Positive experiences with AI in the workplace contribute to favorable attitudes, while concerns about autonomy and decision-making abilities lead to skepticism. Successful organizational adaptation requires supportive environments and employee involvement in the change process. The differences could reflect cultural differences, with respondents from south Sweden being more open to change compared to cautious attitudes in Northern Sweden, prioritizing stability, and traditional roles. The findings support the current picture of Northerners being more cautious and scared. This has implications for companies planning to establish operations in Northern Sweden, as they need to consider cultural aspects towards technological change in their strategies. Additionally, the thesis highlights the need for organizations to adapt to technological changes while addressing employee concerns about job security.
| Identifer | oai:union.ndltd.org:UPSALLA1/oai:DiVA.org:umu-225450 |
| Date | January 2024 |
| Creators | Ek, Sara, Öman, Ellen |
| Publisher | Umeå universitet, Företagsekonomi |
| Source Sets | DiVA Archive at Upsalla University |
| Language | English |
| Detected Language | English |
| Type | Student thesis, info:eu-repo/semantics/bachelorThesis, text |
| Format | application/pdf |
| Rights | info:eu-repo/semantics/openAccess |
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