Does artificial intelligence redesign the profile of directors and entrepreneurs? A perspective from the well-being roadmap and the sustainable development goals (SDGs)

Purpose This study aims to analyze the Spanish workforce’s perception of generative artificial intelligence (GenAI) regarding the sustainable development goals (SDGs), considering them as proxies for well-being in the digital society. It specifically examines structural differences between entrepreneurs and employees. Design/methodology/approach This study uses microdata from a representative survey of 2,437 individuals. Hypotheses are tested using ANOVA and MANCOVA analyses to assess variations across occupational profiles, controlling for usage habit and personal innovativeness. Findings Results reveal a structural duality: GenAI is perceived as beneficial for productive goals (SDG9) but detrimental to equality (SDG10). Entrepreneurs exhibit higher optimism regarding efficiency, while workplace control acts as a key predictor of positive evaluation. Research limitations/implications The cross-sectional design captures subjective perceptions rather than objective impact. Future research could use longitudinal designs or structural equation modeling (SEM) to test causal paths. Practical implications Managers should not rely solely on technical efficiency; successful GenAI adoption requires strategies that explicitly address workforce concerns about autonomy to ensure organizational buy-in. Social implications For GenAI to be socially accepted as a driver of well-being, governance frameworks must mitigate risks regarding inequality and labor rights (SDG16). Originality/value This research provides novel empirical evidence on how labor market positions and the entrepreneur–employee dichotomy condition the perceived legitimacy of GenAI in the 2030 Agenda context.