EMBRACING CHANGE IN NORTH SWEDEN : A qualitative study of attitudes towards Artificial Intelligence

• Main Authors: Ek, Sara, Öman, Ellen
• Format: Bachelor Thesis
• Language: English
• Published: UmeÃ¥ universitet, Företagsekonomi 2024
• Subjects: Attitudes toward artificial intelligence; artificial intelligence; attitudes; acceptance; technological change; organizational change; North Sweden; Business Administration; Företagsekonomi; Northern Sweden
• Online Access: http://urn.kb.se/resolve?urn=urn:nbn:se:umu:diva-225450

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 ...