February 2025
Harvard Business Review recently published an article co-authored by Carey Morewedge, Professor of Marketing, discussing how Generative AI feels threatening to many workers because it can undermine three core psychological needs: competence, autonomy, and belonging.
When those needs are frustrated, employees resist AI through disengagement, avoidance, or covert opposition, often worsened by poor change management and lack of training. The authors argue that successful AI adoption is a human challenge, not just a technical one.
They introduce the AWARE framework to guide leaders: Acknowledge employee concerns, watch for adaptive and maladaptive behaviors, align training and support with psychological needs, redesign workflows around human-AI synergies, and empower workers through transparency and inclusion.
Leaders who apply this approach can reduce anxiety, build trust, and ensure gen AI enhances, rather than erodes, motivation, engagement, and the meaning of work.
