The Influence of Artificial Intelligence-Driven Innovation on workers: the case of intelligent automation at a South African financial institution

Bakasa, Tseriwa Macleod

The Influence of Artificial Intelligence-Driven Innovation on workers: the case of intelligent automation at a South African financial institution

Thesis / Dissertation

2026

Publisher

University of Cape Town

Department

Department of Information Systems

Faculty

Faculty of Commerce

Abstract

Aim This study investigates the impact of Intelligent Automation technology implementation on workers at a South African banking institution. Intelligent Automation, which combines Robotic Process Automation (RPA), Machine Learning (ML), and Artificial Intelligence (AI), enables cognitive tasks to be performed substantially faster than human execution, leading to improved operational efficiency and cost reduction. The research examines explicitly how employees in a customer contact centre of a major South African bank respond to and cope with this technological integration. Background While extensive research indicates that Intelligent Automation technology adoption often results in unintended consequences such as job displacement, unemployment, and worker deskilling, most studies focus on first-world economies. There remains a significant gap in understanding these effects within developing economies. Methodology The research employs an inductive approach using qualitative methods through a single case study design. This methodology was selected to gain deeper insights into the complex phenomenon within its real-world context. This enabled a rich contextual understanding that might be overlooked by other research approaches. Contribution This study contributes to the existing academic literature on Intelligent Automation technology's influence on workers, particularly by examining its impact within a developing economy context. The findings also provide key insights for understanding similar influences in comparable developing economies. Findings This research unearthed three fundamental themes: Firstly, Intelligent Automation benefits; secondly, Conflicting opinions among workers; and thirdly, Worker adaptation and response towards the introduction of an Intelligent Automation tool. The implementation has yielded multiple organisational benefits, including reduced workload, enhanced work efficiency, and employee capacity to focus on alternative tasks. Worker reactions have been mixed: while some employees have embraced the technology, recognizing its continued dependence on human input, others express concerns about job security, resulting in both active and silent resistance from workers. Some workers maintain that it is premature to determine the technology's full organisational impact. Recommendations for Practitioners Senior executives in the financial industry in South Africa who want to introduce new Intelligent Automation technology within their organisations should consider the following: A) Facilitate clear and concise communication mediums to the workers who will use this technology and B) Employ rigorous training programs for workers targeted to use any form of new technology. This will communicate the benefits of the Intelligent Automation technology and reassure workers of their value within the organisation. Recommendations for Researchers Future research could explore the influence of Intelligent Automation technology on workers within a different context. Since the research study focuses on customer service division workers in a contact centre, this extensive variation will give a broader perspective on the influence of Intelligent Automation innovation on different worker types Impact on Society This worker-centric study has broad societal implications. It offers actionable insights for organisations implementing Intelligent Automation technology, particularly in developing economies. The findings contribute to understanding worker experiences with AI technology integration and inform stakeholder decisions regarding technological implementation. Future Research Further case studies within the South African financial sector are recommended to strengthen the validity of these findings and provide a more comprehensive understanding of Intelligent Automation technology's impact on workers in this context.