4. WORK IN THE AGE OF PROMPTS: HOW GENERATIVE AI IS REDEFINING EXPERTISE AND IDENTITY AT WORK: HOW GENERATIVE AI IS REDEFINING EXPERTISE AND IDENTITY AT WORK

This study investigates how generative artificial intelligence (AI) is reshaping professional autonomy, skill application, and identity in knowledge work. Conducted in Morocco, the research focuses on 150 professionals in HR, marketing, and finance. Using an online structured questionnaire, we examine how these professionals engage with AI tools and how they perceive shifts in their roles. Quantitative analysis using descriptive statistics, correlations, and regression reveals that AI use does not significantly reduce autonomy, skill use, or identity. Instead, AI tools act as cognitive partners, promoting a model of human-machine augmentation. The rise of prompt engineering as a meta-skill underscores the emergence of hybrid professional identities. This paper contributes to the literature on human–AI collaboration and provides insights for organizations adopting AI ethically and effectively. Limitations and future research directions are discussed. This study investigates how generative artificial intelligence (AI) is reshaping professional autonomy, skill application, and identity in knowledge work. Conducted in Morocco, the research focuses on 150 professionals in HR, marketing, and finance. Using an online structured questionnaire, we examine how these professionals engage with AI tools and how they perceive shifts in their roles. Quantitative analysis using descriptive statistics, correlations, and regression reveals that AI use does not significantly reduce autonomy, skill use, or identity. Instead, AI tools act as cognitive partners, promoting a model of human-machine augmentation. The rise of prompt engineering as a meta-skill underscores the emergence of hybrid professional identities. This paper contributes to the literature on human–AI collaboration and provides insights for organizations adopting AI ethically and effectively. Limitations and future research directions are discussed.

MOUSTAID, FATIMA EZ-ZAHRA; BENNANI, SOFIA; EL GHOZAIL, M’HAMED

Revue Marocaine de Recherche en Management et Marketing (2025)

Vol. 17 N° 2 (2025)

DOI: 10.48376/IMIST.PRSM/remarem-v17i2.58001

Import OAI-PMH · Identifiant source : oai:revues.imist.ma:article/58001