A recent study by Salesforce has identified five distinct AI personas within the Singaporean workforce, providing insights that can assist employers in integrating artificial intelligence into their business operations. Conducted through in-depth interviews with 1,031 employees, the research sheds light on how individuals interact with AI and their varying perceptions of its role in the workplace.
The report categorizes respondents into five personas: The Maximalist, The Underground, The Rebel, The Superfan, and The Observer. This research highlights that different employees not only use AI in varied ways but also share a spectrum of attitudes towards its implementation.
The Maximalist persona, representing 25% of those surveyed, frequently utilizes AI, often several times a week, and actively advocates for its use among colleagues. Notably, 65% of Maximalists disclose their AI engagement, primarily motivated by the desire to enhance their productivity and work efficiency. For example, a Maximalist might leverage scheduling tools powered by AI to optimize their time management, leading to tangible results in project delivery.
In contrast, the Underground persona, comprising 22% of respondents, employs AI tools regularly but chooses to keep this usage under wraps. Approximately 56% of this group uses AI a few times weekly, yet 72% do not encourage its adoption among peers. A contributing factor is that 40% of individuals in this category work in environments that do not actively support AI integration.
Meanwhile, the Rebel category includes 13% of the workforce and represents the group least engaged with AI. Over half of the Rebels (53%) actively avoid AI in their work processes, perceiving it as a potential threat to society. Furthermore, 36% of them feel it is unfair for colleagues to harness AI for task completion, indicating a significant cultural resistance to technology in the workplace.
On the other hand, the Superfan accounts for 23% of respondents who hold a favorable view of AI, although they might not use it extensively. With 74% of Superfans tapping into AI less than once a month, a remarkable 79% admire those who creatively incorporate AI into their tasks, indicating a desire for innovation, albeit tempered by their own hesitance to engage with the technology.
Lastly, the Observer persona, representing 17%, has yet to adopt AI in their roles but shows interest in its developments. This group exhibits varied responses: while 62% appear indifferent to AI’s role at work, over 35% express a willingness to develop AI-related skills.
Christina Janzer, Senior Vice President of Research and Analytics at Slack, emphasizes the importance of employee involvement in AI integration. She articulates, “The AI-powered future of work isn’t just about enterprises; it’s also about employees — and it’s redefining everything from careers to workplace culture. But to realize the promise of AI, companies need to make AI work for workers and bring everyone onboard The AI Team.”
The findings of the Salesforce study illuminate a critical barrier: while leadership is increasingly keen to integrate AI, a significant portion of the workforce remains disengaged. This disconnect poses potential risks, including the loss of opportunities for operational efficiency and improved employee experiences.
Highlighting the need for a customized approach to onboarding employees to AI, Janzer states, “As leaders, it’s important that we tailor our approach and help set every employee up for success in the AI-powered workplace. These personas create a powerful roadmap for leaders to understand where their employees are in their AI journey and help them unlock AI’s benefits.”
Furthermore, Lori Castillo Martinez, Executive Vice President of Talent Growth & Development at Salesforce, underlines a pressing need in today’s workforce. She explains, “Workers across industries must learn how to work with AI or risk getting left behind. At Salesforce, we’re helping our employees identify skill gaps that may prevent them from growing their careers, and bridge those gaps to take full advantage of the AI future.”
With AI steadily transforming business landscapes, the need for an inclusive approach that recognizes diverse employee attitudes toward technology is paramount. Employers who understand these personas can better design their training programs and technologies to accommodate varying levels of engagement. This levels the playing field and fosters a culture that embraces innovation while addressing employee concerns.
Understanding and addressing these DNA of the workplace will ultimately lead companies down a path of enhanced productivity, employee satisfaction, and a competitive edge in their respective industries.
