Optimizing Employee Motivation in the Era of Artificial Intelligence: Evidence from MH Raroma, a Digital Creative Enterprise in Vietnam

In the context of Industry 4.0, artificial intelligence (AI) is transforming not only business operations but also the way employees perceive work, motivation, and value creation. While AI-driven technologies have enabled automation, efficiency, and data-driven decision-making, they also raise concerns about job insecurity, digital stress, and the erosion of intrinsic motivation. This study explores how employee motivation can be optimized within AI-augmented work environments through a qualitative case study at MH Raroma – a digital creative enterprise specializing in manga and webtoon production in Vietnam. Using in-depth interviews and focus group discussions with 20 participants (artists, editors, and managers), the research identifies five major determinants of motivation in the AI era: (1) AI integration and work redesign, (2) leadership and organizational culture, (3) compensation and recognition systems, (4) digital skills and professional growth, and (5) psychological well-being under technological stress. The findings reveal that AI adoption simultaneously enhances and threatens motivation — it increases productivity and autonomy but also generates anxiety and burnout when not managed properly. The study contributes to the literature by conceptualizing the notion of “Work Motivation Optimization” as a dynamic balance between human needs and technological transformation. Practical implications are proposed for managers to foster a human-centered digital culture, align AI implementation with intrinsic motivators, and design sustainable motivation frameworks for creative and knowledge-intensive industries.