The Effect of Artificial Intelligence Awareness on Job Performance
Oumeima Toumia, Farouk Zouari · Advances in marketing, customer relationship management, and e-services book series · 2024
Since artificial intelligence is still a relatively new technology, research on the effects of artificial intelligence on work performance in developing countries is still limited. Thus, the chapter aims to examine and analyze the effect of artificial intelligence on job performance among Tunisian employees, with gender as the moderator variable and experience as the mediating variable. A questionnaire was developed to test the model based on a dataset of 350 employees in different sectors. The generated data were analyzed using IBM SPSS.26 and IBM SPSS AMOS.26. The results of exploratory and confirmatory factor analyses showed the absence of an impact of artificial intelligence on job performance. In addition, the authors found no moderating effect of gender or mediating effect of experience on the relationship between artificial intelligence and job performance. However, the experience of the employee has a positive and significant impact on job performance.