The biggest challenge of AI adoption isn’t a technical but a human one, behavioral researcher Europa Bendig and media executive Nils Giese (Edelman) argue in their DLD Future Hub conversation. Emotions, trust, and cultural resistance to change all play a crucial role in the process.
“When I talk to clients, it’s obvious that AI is already somehow implemented in the corporate infrastructure”, Giese says. “But when you really deep dive in the soul of a company, I observe that it’s not yet part of the trust set.”
This points to a disconnect between top management and employees, and Giese argues that companies need to communicate the technology’s advantages from the user’s perspective, embedding it into a relatable “benefit story of AI.”
Europa Bendig emphasizes that cultural resistance to AI tends to stem from a deep-seated fear of change. “We overestimate the status quo and fear losing what we have,” she explains. “And we underestimate the wins that we cannot really grasp.”
To overcome resistance, Bendig suggests “nudging” employees toward AI adoption through small, manageable steps and giving them a “tangible vision” of what they can gain from using the technology.
Bendig also stresses the importance of creating “safe spaces” where employees can experiment with AI without fear of failure, as well as fostering collaboration between humans and AI in multifunctional teams.
