Exploring Ethical Implications: Unraveling Factors Influencing Data Governance Awareness Behavior in Generative AI Chatbot

For employees, generative AI chatbots can encourage productivity and optimize work processes with the specific insights provided. The problem is the ethical implications for the privacy and confidentiality of company data that employees carelessly enter into a generative AI chatbot platform. This research aims to study how employees behave when entering company data using a generative AI chatbot based on behavioral intentions on data governance awareness. This research uses quantitative methods like the Partial Least Squares Structural Equation Modeling (PLS-SEM) statistical method. Purposive sampling determines the number of samples, with data collection from February to April 2024. Based on the data collection results, 402 employees in Indonesia who used generative AI chatbots became valid respondents who answered the online questionnaire using Google Forms. The research results show a significant picture of the factors influencing awareness of data governance behavior and company data usage behavior in generative AI chatbots. The test used nine hypotheses, where the results found that six hypotheses had a significant effect and three hypotheses were not significant. The findings of this research have implications for increasing awareness and data governance practices regarding the role of organizational support and employee training to mitigate risks in the use of generative AI chatbots in corporate environments.