Exploring changes : The role of generative AI in transformations in the work of HR generalists

Technological innovations often lead to changes in the workplace. The deployment of one of the most recent technological innovations, generative AI, is no exception. This research examines what specific changes occur in the work of HR generalists, due to the deployment of generative AI, and how the HR generalists experience these changes. To identify these changes, the study focuses on the Work Design of HR generalists. Qualitative research in the form of expert interviews was done to gain insight into the changes that occur in the work of HR generalists, due to the deployment of generative AI. By illustrating how the deployment of generative AI results in changes in the different components of Work Design, this research extends the Work Design Theory by Parker and Grote (2020) in the context of HR and generative AI. Additionally, these findings are valuable for practitioners, as well-designed components of Work Design are crucial for maximizing employee satisfaction, performance, and well-being.