A new study suggests that while artificial intelligence (AI) super users are eager to use the technology to boost productivity at work, doing so may lead to social stigma.
Research from Duke University highlights that relying on AI tools, such as ChatGPT, Gemini, or Claude, could harm an employee’s professional reputation. Although these generative AI tools can increase productivity, the study indicates that their use might invite negative social judgments.
The study, titled "Evidence of a social evaluation penalty for using AI," involved over 4,400 participants and was published in the Proceedings of the National Academy of Sciences. The results show a consistent bias against those who use AI at work. According to the study, "Individuals who use AI tools face negative judgments about their competence and motivation from others."
The study explains, "These judgments manifest as both anticipated and actual social penalties, creating a paradox where productivity-enhancing AI tools can simultaneously improve performance and damage one's professional reputation." This presents a barrier to AI adoption, as social perceptions may hinder the acceptance of AI tools in the workplace.
Moreover, the study suggests that employees who fear being perceived as lazy or incompetent for using AI may choose to hide their use of these tools, believing they’ll be judged as less diligent and capable.
While researchers have explored why some people hesitate to use AI at work, most have focused on perceptions of the technology itself, not the social consequences of using it. The study argues that this oversight is significant since individuals care about how their actions are perceived by others. If employees expect social penalties, they may avoid using or disclosing their use of AI. The study authors suggest that this "social evaluation penalty" is a key yet overlooked barrier to AI adoption.
In contrast, a recent report from Denmark found that generative AI chatbots, like ChatGPT or Gemini, have had little impact on wages or job hours so far. "AI chatbots have had no significant impact on earnings or recorded hours in any occupation," the researchers concluded, challenging the notion of an imminent transformation of the labour market due to generative AI.
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