This deceptively simple question lies at the heart of a new study by Julian Voigt, from the TUM School of Management at the Technical University of Munich, and Karoline Strauss, of ESSEC Business School in France. As artificial intelligence becomes increasingly common in the workplace, the researchers explore a crucial psychological factor that determines how people actually experience these tools: the clarity of their future career vision.
Their study, published in the Journal of Vocational Behavior, reveals that how clear and easy it is for us to imagine our future selves at work—referred to as Future Work Self Salience (FWSS)—can either empower us during AI interactions or make us feel less in control. This insight opens up new ways of understanding the human side of AI integration, particularly in relation to career motivation and self-direction.
The Starting Point: AI Meets the Uncertain Worker
AI is undeniably reshaping the world of work. With the rise of generative tools like ChatGPT, we’re seeing a growing shift in how tasks are performed, how jobs are structured, and how careers unfold. While some people view these changes with enthusiasm, others feel anxious about losing relevance or direction in an increasingly automated world.
Previous research has largely focused on external outcomes—job loss, skill shifts, automation. But Voigt and Strauss turned their attention inward. They wanted to know: How do individuals interpret the experience of using AI? More specifically, how does that experience affect how in control they feel of their career path?
What the Study Found
Through three longitudinal experiments in the UK and Germany, involving both working professionals and business students, the researchers studied what happened when people interacted with ChatGPT during a simulated workplace task. Before the task, participants were asked to reflect on their "future work self"—their hopes and aspirations in relation to their future career.
The results were striking. Individuals who had a clear and vivid vision of who they wanted to become in their careers—those with high FWSS—felt more in control of their career after using the AI. They interpreted the AI as a helpful tool, something that could support their goals. In contrast, those who had a vague or unclear future work self—low FWSS—tended to feel the opposite. The AI experience made them feel less in control, even demotivated.
This wasn’t just a matter of perception. In the third study, those feelings translated into real behavioral differences. High-FWSS participants showed more proactive career behavior after the AI interaction: planning future steps, building networks, and seeking out skills. Those with low FWSS became less proactive. The technology itself didn’t change—but its effect depended entirely on the user’s vision for their future career.
Why This Matters
Voigt and Strauss’s research has profound implications. First, it suggests that our emotional responses to AI at work are not solely based on the technology, but on how well we understand and imagine our own professional futures. A clear image of their future work self acts as a buffer against uncertainty—and a lens through which we interpret disruption.
Second, the findings offer a roadmap for organizations. When introducing AI into workflows, it’s not enough to offer training on the tools themselves. Helping employees reflect on their future aspirations can make all the difference in whether AI becomes a source of empowerment or anxiety.
Lastly, this research adds an important layer to the broader conversation about digital transformation. It reminds us that change doesn’t just happen around people—it happens through them. The way people internalize that change depends deeply on their sense of purpose and direction.
In an age of accelerating technological advancement, this study leaves us with a powerful message: when it comes to working with AI, the most important tool may not be the machine—but a clear vision of who we want to become.
To the paper:
Julian Voigt, Karoline Strauss,
How future work self salience shapes the effects of interacting with artificial intelligence,
Journal of Vocational Behavior,
Volume 155, 2024, 104054,
ISSN 0001-8791,
https://doi.org/10.1016/j.jvb.2024.104054.
