Impact of AI Technology Disruption on Turnover Intention of Employees in Digital Marketing

Abstract

The rapid advancement of AI technology has led to its integration into various sectors, including the digital marketing industry. As organizations leverage AI for tasks such as optimizing voice search content, creating conversational chatbots, and enhancing advertising campaigns, it becomes crucial to understand the impact of AI on employee perspectives and behaviors. This study aims to investigate employees' viewpoints regarding AI adoption in the digital marketing industry, specifically examining its influence on job insecurity, turnover intention, and job mobility. Job insecurity, stemming from concerns about AI rendering roles obsolete, is crucial to address for fostering a supportive work environment. Turnover intention, influenced by AI adoption and potential job dissatisfaction, provides insights into employees' commitment to the industry. Job mobility, affected by growth prospects and alignment with AI-driven workplaces, sheds light on career aspirations within digital marketing. This study addresses a significant knowledge gap regarding how employees envision the future of work and how this perspective influences their job-related behaviors. To bridge this gap, we conducted a study involving 303 employees in the digital marketing industry in India. Through structural equation modeling, we discovered that AI technology disruption influences employees' turnover intention, with job insecurity playing a mediating role. Additionally, our analysis revealed that mistreatment by superiors increases turnover intention, highlighting its impact on employees' decisions. Overall, this research unveils the profound impact of AI technology disruption in the digital marketing industry on employees' attitudes, behaviors, and future career decisions, providing essential insights into how employees perceive AI technology, particularly concerning job security and their engagement in the digital marketing sector.