When AI Is Made at Work: Job Crafting and the Socio-materiality of Generative AI in the Cultural and Creative Industries[Quand l’IA se fabrique dans le travail : Comprendre la socio-matérialité de l’IA générative par le job crafting dans le secteur des ICC]

The rapid integration of generative artificial intelligence (GenAI) technologies is profoundly transforming cognitive and creative work, while bringing work back to the core concerns of the Information Systems (IS) field. Whereas IS research has long approached work primarily as a context of technology use, this paper mobilizes job crafting theory to examine the concrete adjustments through which workers actively shape their activities in response to GenAI. Drawing on a qualitative study conducted with 29 professionals from the audiovisual sector, we analyze forms of approach and avoidance AI crafting developed by workers to negotiate the enabling and constraining effects of these technologies. We show that job crafting provides a valuable analytical entry point to capture the sociomateriality of GenAI in practice, by revealing how technology is enacted and performed through individual and collective work practices. The paper thus contributes to strengthening the dialogue between IS research and work studies, while reaffirming workers' agency in the face of AI.