How Should Companies Respond to ‘Woke Capitalism’?
A conversation on how businesses should think about the growing demands of stakeholders.
How Should Companies Respond to ‘Woke Capitalism’?Chris Gash
ChatGPT set a record among consumer applications for racking up 100 million users within two months of its November 2022 launch. But just who’s tapping into the artificial intelligence platform developed by OpenAI?
Younger, less experienced, higher-achieving workers, according to Chicago Booth’s Anders Humlum and University of Copenhagen PhD student Emilie Vestergaard. In a large-scale survey experiment in Denmark, they find that half of workers in fields exposed to disruption from AI have tried it. The researchers also find a “staggering gender gap”—women were 20 percentage points less likely than men to use the tool.
The results suggest that businesses hoping to reap full benefits from the new technology could more actively encourage its use, the researchers write. While Humlum and Vestergaard focused on ChatGPT as “the icon of Generative AI,” alternatives and competitors are proliferating—including Claude, Google’s Gemini, and Perplexity AI.
Collaborating with the Danish government’s department of statistics, the researchers surveyed 18,000 workers between November 2023 and January 2024. They focused on 11 white-collar occupations that are highly exposed to AI: accountants, customer support staff, financial advisers, human resource professionals, information technology workers, journalists, legal professionals, marketers, office clerks, software developers, and teachers. The researchers linked survey results to administrative data on respondents, including job histories, earnings, education, and wealth.
ChatGPT use by profession ranged from a high of 79 percent (software developers) down to 34 percent (financial advisers), the responses indicate. Nearly all the workers in the survey said they were aware of ChatGPT, and 32 percent said they were currently using it. However, the survey also found disparities by age, gender, and achievement level.
Younger, less experienced workers were most likely to use ChatGPT, the researchers find. Each year increase in a respondent’s age corresponded to a 1 percentage point drop in the likelihood that the person used AI—and each year of experience made use 0.7 percentage points less likely. This aligns with previous research demonstrating that workers with more to learn on the job also have more to gain from generative AI.
However, despite their age and relative inexperience in the workforce, the employees most likely to use ChatGPT were also higher earners even before the technology was introduced. This indicates that higher-achieving people, particularly those with more education and better academic performance, may be more likely to use this technology.
The findings on the gender gap drew on a comparison of men and women in the same professions and the same workplaces, including people performing a similar mix of tasks. Women who reported facing an adoption barrier to ChatGPT use were the most likely to say it was because they lacked proper training. Men, on the other hand, were more likely to say they avoided using ChatGPT because of employer restrictions or concern about data confidentiality. Yet simply offering introductory materials to all workers may not suffice, the researchers write: Despite women’s stated need for more training, men were more likely in the study to sign up to receive information that described how to use ChatGPT in their jobs.
On average, the respondents estimated it would cut their work time in half for over a third of their tasks. At the same time, however, they were twice as likely to say ChatGPT provided smaller time savings for higher-skilled workers. And even among workers who said they thought ChatGPT could halve their time to perform a job task, 50–60 percent said they didn’t intend to use it.
When Humlum and Vestergaard directly informed some workers about experts’ assessments on the time ChatGPT could save them, the workers’ positive beliefs about time savings expanded—but a follow-up survey found that this didn’t increase the likelihood that they would actually adopt the technology.
The disconnect between workers’ belief in the benefits of ChatGPT and their adoption of it isn’t driven by “existential fears” of being replaced by generative AI, the research indicates. Only 10 percent of workers cited that as a concern. Instead, the findings suggest that employer policies are creating barriers. About 40 percent of workers said they needed more training, and 35 percent said employers actively restricted usage.
The researchers suggest that employers or government programs provide specific guidelines and targeted training on the technology. Workers who are lower achievers overall (lower earners with less education, even if they have more years of experience on the job) may need more help getting up to speed on ChatGPT. Women may also need additional targeting in order to narrow the gender gap.
Companies that restrict the use of generative AI may consider loosening the policies and reorganizing workflows around the tools, the researchers suggest. Then workers who understand the potential productivity gains from ChatGPT may be more likely to use it, which could help spur economic growth.
Anders Humlum and Emilie Vestergaard, “The Adoption of ChatGPT,” Working paper, April 2024.
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