‘Taming’ Generative AI at Work

Balancing Technological Promise with Professional Values

Abstract

Drawing on domestication theory, the overall aim of this study is to examine how users ‘tame’ generative AI (GenAI) in professional contexts. Domestication theory perceives ‘new’ technologies, such as GenAI, as comparatively wild, unpredictable, perplexing, or somewhat troublesome. Consequently, it is not just a matter of how these technologies are employed in the most effective way but, more importantly, how users tame them for their specific needs and purposes. The analysis focuses specifically on the ambiguities, negotiations, and contradictions that shape the multifaceted processes of adopting GenAI in professional contexts. The empirical material, consisting of a survey, qualitative interviews, and notes from on-site visits, was gathered in Southeast Asia in close collaboration with a non-profit organization operating in the Mekong Delta. The thematic analysis illustrates how employees carefully balance technological promise with professional values when ‘taming’ GenAI for professional purposes. In essence, the study discusses the potential implications of GenAI for organizations and advocates for the development of employee-centered guidelines that align with the organization’s mission and accommodate diverse user practices.