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Jorge Cruz-Silva
Pontificia Universidad Católica del Ecuador
Ecuador
https://orcid.org/0000-0002-5327-2152
Sylvana Gordillo-Pérez
Instituto Superior Tecnológico ISPADE
Ecuador
https://orcid.org/0000-0001-6161-6413
Vol. 26 No. 1 (2022), Monograph June 2022. Interaction of Marketing and Artificial Intelligence, pages 52-61
DOI: https://doi.org/10.17979/redma.2022.26.1.9041
Submitted: Apr 5, 2022 Accepted: Jun 13, 2022 Published: Jun 30, 2022
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Abstract

From the point of view of the end user, the advent of artificial intelligence (AI) is associated with greater efficiency and productivity in all professional domains. However, the connection or disconnection that human workers can experience in relation to their machine colleagues has given rise to an interesting debate on the reality of AI in the workplace. This article explores the absence and permeability of role boundaries, and the almost inevitable confusion, stress, techno-stress and boredom produced as a result regarding the activities that humans feel relegated into performing. Based on a review of the literature on artificial intelligence in the workplace, the generation and understanding of employment skills, and adaptability as a necessary quality in the workplace, the study proposes a series of changes and future actions for organisations to achieve greater synergy between humans and machines.

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