THE IMPACT OF ARTIFICIAL INTELLIGENCE APPLICATIONS ON SERVICE WORKERS INTENTIONS TO ADAPT THEIR CAREERS IN VIETNAM

Abstract

This study uses the Stimulus-Organism-Response (S-O-R) framework with the following factors included in the model: AI application in the workplace (S), perception of AI’s career-related impact (O1), attitudes and adaptive capability toward AI (O2), and their effects on the dependent variable, “career adaptation intention” (R), among service industry workers in Vietnam. Data were collected from 302 survey responses and analyzed using SmartPLS software. The results show that 74.3% of the variance in career adaptation intention is explained by the exogenous and mediating variables. Specifically, AI application in the workplace (S) positively affects perception of AI’s career-related impact (O1) with an impact coefficient of 0.774, and also positively affects attitudes and adaptive capability toward AI (O2) with an impact coefficient of 0.827. The findings indicate that workers do not intend adaptation merely because they recognize that AI is changing skill requirements, job tasks, and career opportunities, but more importantly, adaptation is strongly boosted when workers possess positive attitudes, are willing to embrace change, and believe in their own ability to adapt within AI-integrated work environments. Based on this, the study proposes several implications to help service businesses implement AI appropriately, focusing on skills, training, building confidence and supporting workers and effectively adapting to the career changes brought about by AI.