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Navigating the Human Side of AI: Insights into Employee Attitudes, Risks, and Regional Variations

In: Strategic Innovative Marketing and Tourism

Author

Listed:
  • Sónia Avelar

    (University of the Azores)

  • Carlos Farinha

    (University of the Azores)

  • Flávio Tiago

    (University of the Azores)

  • Teresa Borges-Tiago

    (University of the Azores)

Abstract

Organizational strategies and employee responses shape Artificial Intelligence (AI) in the workplace. Although AI can enhance performance, increase flexibility, and drive creativity, it can also pose challenges, such as job insecurity, technostress, and distrust of data privacy. Employee attitudes are influenced by perceived usefulness, job-task fit, and the benefit of AI visibility. However, concerns about job losses and a lack of transparency can hinder adoption and feed resistance. To compare trends across Europe, we included data from the 2024 Special Eurobarometer 554 survey. A combination of cluster analysis and Pearson correlation coefficients was utilized to map clusters of AI acceptance within nations. The results show considerable differences in the avowals across Europe. The report presents a divided landscape in which European workers’ mindsets are key, influenced by their surroundings and organizational transparency, which will significantly affect AI’s future in Europe’s labor markets.

Suggested Citation

  • Sónia Avelar & Carlos Farinha & Flávio Tiago & Teresa Borges-Tiago, 2026. "Navigating the Human Side of AI: Insights into Employee Attitudes, Risks, and Regional Variations," Springer Proceedings in Business and Economics, in: Androniki Kavoura & Ulrike Gretzel & Vasiliki Vrana (ed.), Strategic Innovative Marketing and Tourism, pages 329-337, Springer.
    • Handle: RePEc:spr:prbchp:978-3-032-12968-0_36
    DOI: 10.1007/978-3-032-12968-0_36
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