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

Keywords
Recommended Articles
Original Article
Influencer Credibility and Consumer Trust in Fitness Markets: A Meta-Analytical Review.
Original Article
An Analytical Study of ESG Disclosure Trends in Automobile and IT Companies.
Original Article
“An Empirical Study on the Effect of Credit Card Usage on Consumer Purchase Behaviour in Chennai Corporation, Tamil Nadu”.
Original Article
"Effectiveness of Online Advertisements among Internet Users: An Empirical Study in Thanjavur District”
Loading Image...
Volume 2, Issue:5
Citations
768 Views
1471 Downloads
Share this article
© Copyright Advances in Consumer Research