GENAI-POWERED ORGANIZATIONAL TRANSFORMATION: RETHINKING CHANGE MANAGEMENT TO UNLOCK NEW POTENTIALS FOSTERING AUGMENTATION AND AUTOMATION

Effective change management is essential in a rapidly evolving world, especially given transformation initiatives' historically high failure rate. Harnessing technological advances offers promising ways forward, with Generative Artificial Intelligence (GenAI) being the latest hotly debated trend. The ability to generate content without human intervention raises the prospect of process improvement and increases augmentation and automation within organizations. Using a DSR methodology and insights from literature, expert interviews, and a quantitative survey, this paper develops a framework for integrating GenAI into the change management process. The findings reveal GenAI's potential to support constant communication during change initiatives and highlight general automation potential in monitoring and measuring progress. It should be noted that this does not necessarily require the use of GenAI. Experts concur that human involvement is essential for validating results and managing sensitive situations. Consequently, they consider augmentation a more expedient approach and believe full automation is currently unfeasible.