Artificial intelligence and work design: implications for frontline service employees and future research

Purpose – We examine the impact of artificial intelligence (AI) on the work characteristics of frontline service employees and consider implications for their roles and future research. Design/methodology/approach – This conceptual paper draws on insights from prior empirical research on AI in service work. Grounded in socio-technical systems theory, we utilize a five-pronged conceptualization of AI in conjunction with the SMART (Stimulating, Mastery, Autonomous, Relational, Tolerable) Work Design Model to examine the impact of AI on work characteristics. Findings – We present evidence from five service sectors: education, finance, healthcare, hospitality and retail. We show that the impact of AI varies across the five higher-level categories of SMART work design and across sectors, revealing context-dependent and technology-specific effects. Practical implications – Organizations can optimize service work through top-down redesign and bottom-up crafting, jointly optimizing AI’s characteristics and SMART work characteristics to improve both employee well-being and organizational performance. Originality/value – We show the value of SMART work design as a lens to differentiate AI impact on service work and develop a conceptual model of a socio-technical AI–work design system. This model illustrates a dynamic co-design process between AI and work characteristics, with each shaping the other.