This study investigates which factors influence Norwegian workers' attitudes towards the heralded entry of artificial intelligence (AI) in the workplace. The research is guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and examines eleven specific factors: age, gender, location, income, level of education, sector, industry, motivation, willingness to change, knowledge, and experience. Data were collected from a diverse sample of Norwegian workers through a survey created by Kantar and analyzed using both quantitative techniques.
The results reveal that age, location, level of education, knowledge, and experience significantly affect attitudes towards AI adoption in the workplace. In contrast, factors such as gender, income, industry, sector, motivation, and willingness to change were not found to be significant predictors of AI acceptance. These findings suggest that demographic and contextual factors play a crucial role in shaping attitudes towards AI, while personal characteristics such as motivation and willingness to change may be less influential than previously thought.
The study concludes that targeted strategies considering these significant factors can enhance the successful integration of AI in Norwegian workplaces. Future research should explore the underlying reasons for the non-significance of gender, income, industry, motivation, and willingness to change, and examine these relationships in different cultural contexts.This study investigates which factors influence Norwegian workers' attitudes towards the heralded entry of artificial intelligence (AI) in the workplace. The research is guided by the Unified Theory of Acceptance and Use of Technology (UTAUT) and examines eleven specific factors: age, gender, location, income, level of education, sector, industry, motivation, willingness to change, knowledge, and experience. Data were collected from a diverse sample of Norwegian workers through a survey created by Kantar and analyzed using both quantitative techniques.
The results reveal that age, location, level of education, knowledge, and experience significantly affect attitudes towards AI adoption in the workplace. In contrast, factors such as gender, income, industry, sector, motivation, and willingness to change were not found to be significant predictors of AI acceptance. These findings suggest that demographic and contextual factors play a crucial role in shaping attitudes towards AI, while personal characteristics such as motivation and willingness to change may be less influential than previously thought.
The study concludes that targeted strategies considering these significant factors can enhance the successful integration of AI in Norwegian workplaces. Future research should explore the underlying reasons for the non-significance of gender, income, industry, motivation, and willingness to change, and examine these relationships in different cultural contexts
