Managing Director & Partner
Paris
By Vinciane Beauchene, Renee Laverdiere, Sylvain Duranton, Jeff Walters, Vladimir Lukic, and Nicolas de Bellefonds
The rapid adoption of classic AI and GenAI in businesses is creating a split-screen effect:
These dueling and paradoxical views emerge from a global survey conducted by BCG X of 13,102 employees—from executive suite leaders to frontline employees—in 15 countries and regions. Most of the respondents work in office-based roles. The accompanying slideshow provides a more detailed picture of the survey results.
We conducted the survey at a critical phase in the maturation of GenAI, as companies move beyond pilots and start to integrate the technology into the fabric of their organizations. Nearly two-thirds of leaders, 64%, said that they are starting to use GenAI to reshape their organizations.
As companies transform their businesses to accommodate GenAI, they will need to manage this workplace tension between confidence and concern. One approach is to emphasize GenAI’s ability to reduce the drudgery of work, such as administrative tasks, while increasing the time available for tasks that employees enjoy, such as professional development and, for managers, mentoring and coaching.
The productivity-enhancing benefits of GenAI are well known. But what do employees do with the five hours a week that the tool saves?
Respondents report devoting the additional time to such useful activities as performing more tasks (41%) or new tasks (39%), experimenting with GenAI (38%), and working on strategic tasks (38%). GenAI is allowing these employees to work smarter. It is not just removing toil from their work.
Leaders and frontline employees recognize the need for training to fully activate GenAI. It is central to the top three challenges that leaders identify today:
Likewise, the top three challenges of frontline workers in using GenAI relate to training:
Although companies have made strides in training their employees since last year, when we conducted a similar survey, we found this year that only 30% of managers and 28% of frontline employees have been trained in how AI will change their jobs, compared with half of leaders.
Respondents from Brazil, India, Nigeria, South Africa, and Middle East countries (these respondents were grouped together) were more consistently bullish than respondents in mature markets about GenAI. They expressed greater confidence in GenAI and lower anxiety about the technology. The Global South had a higher proportion of regular users of GenAI at work among its leaders, managers, and frontline employees than the Global North did.
In the time freed up by using GenAI, Global South respondents were more likely to experiment with the tool, engage in professional development, and focus on the quality of their work. Finally, managers and frontline employees from the Global South were more likely than their peers in the Global North to have received GenAI training.
Their positive views likely reflect the overall youth and optimism of their populations and the gathering strength of their economies.
The survey exposes the double-edged nature of GenAI. Familiarity correlates with both comfort and fear. GenAI is a revolutionary technology, so these opposing reactions should not be surprising.
But these human reactions do pose a challenge to organizations as they embark on a transformation built around GenAI. Fortunately, the rules of transformation are not revolutionary, and most companies have experience in transformation. The accompanying slideshow provides a more detailed view of the survey results and a set of five key recommendations:
As we wrote last year, “these are more management challenges than technology challenges.” By recognizing the complex ways in which humans understand and interact with GenAI, leaders can reshape their organizations to maximize the strengths and value of their human and machine workers.
ABOUT BOSTON CONSULTING GROUP
Boston Consulting Group partners with leaders in business and society to tackle their most important challenges and capture their greatest opportunities. BCG was the pioneer in business strategy when it was founded in 1963. Today, we work closely with clients to embrace a transformational approach aimed at benefiting all stakeholders—empowering organizations to grow, build sustainable competitive advantage, and drive positive societal impact.
Our diverse, global teams bring deep industry and functional expertise and a range of perspectives that question the status quo and spark change. BCG delivers solutions through leading-edge management consulting, technology and design, and corporate and digital ventures. We work in a uniquely collaborative model across the firm and throughout all levels of the client organization, fueled by the goal of helping our clients thrive and enabling them to make the world a better place.
© Boston Consulting Group 2024. All rights reserved.
For information or permission to reprint, please contact BCG at permissions@bcg.com. To find the latest BCG content and register to receive e-alerts on this topic or others, please visit bcg.com. Follow Boston Consulting Group on Facebook and X (formerly Twitter).