Advances in Consumer Research
Issue:5 : 2660-2669
Research Article
Beyond Automation: Reimagining the Digital Workplace through Artificial Intelligence
Received
Sept. 1, 2025
Revised
Oct. 3, 2025
Accepted
Nov. 19, 2025
Published
Nov. 21, 2025
Abstract

This paper reimagines the digital workplace beyond automation, conceptualising artificial intelligence (AI) as a collaborative, socio-technical actor that shapes human capability, organisational design, and governance. Drawing from literature in human–AI collaboration, sociotechnical systems, and design science research, the paper develops a four-dimensional conceptual framework: (1) Task Ecology, (2) Interaction Infrastructure, (3) Governance & Ethics, and (4) Capability Pathways. It offers testable propositions and a research agenda grounded in emerging AI-augmented methodologies. AI’s workplace impact depends on the alignment between human–machine complementarities, transparent interaction infrastructures, robust ethical governance, and adaptive learning ecosystems. Managers must treat AI as a system of collaboration, not substitution. The paper proposes strategic, operational, and human-resource guidelines for building human-centred digital workplaces that ensure trust, equity, and innovation. The study integrates disparate literatures into a unified conceptual model and provides methodological pathways to study AI as both an object and instrument of research

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