Here is a recent HBS study on the role of GenAI as a collaborator in a team work environment. What I liked most about the study is that it is field work – real-world tasks in a real company, Procter & Gamble (read more about field work in my review of Gary Klein’s book). It must have been a fun field trip for the Harvard kids. By the way, you may recognize Karim Lakhani as the author of Competing in the Age of AI.
GenAI’s ability to engage in natural language dialogue enables it to participate in the kind of open-ended, contextual interactions that characterize effective teamwork
The introduction recaps the literature on team work, and points to some testable hypotheses about using GenAI as a “cybernetic teammate.” They then proceed to a product development exercise using the company’s standard methods, with a large sample (n=776) of employees in randomly-assigned groups.
The image shows a chart for one of the outcomes, proposal “quality.” For quality, AI-augmented teams were more likely to produce proposals ranking in the top decile. This chart is a little scary, if you think about it, because the bump from adding AI is bigger (and cheaper) than the bump from adding more people.
In a nutshell, teams do better than individuals, but individuals using AI do better than teams. I see this on my LinkedIn feed all the time, and I can vouch for it myself. Shrewd founders see AI as a force multiplier, allowing them to go farther alone before needing to bring in partners.
The study also found that using AI produced proposals better balanced between marketing and technical orientation. Apparently, this is a big skills divide at P&G. Marketers will produce groovy ideas that aren’t feasible, and vice-versa for the tech people. Note the bimodal curve in Figure 11. So, the basic team needs at least one of each skill – unless you’re using AI. AI had the effect of bringing solutions more toward the middle ground.
Finally, test subjects self-evaluated for emotional bien-être, and discovered that working with AI was almost as satisfying as working with other people. So, if you can’t afford a marketing colleague for your lonely, overworked engineer, you can at least get him a cybernetic teammate.
