In the media

• Opinion: AI is ushering in an era of mass toe-treading at work

  AI is ushering in an era of mass toe-treading at work, as colleagues use AI to take on tasks that previously belonged to other roles. That’s the insight that Sarah O’Connor shares in a recent Financial Times article.

  O’Connor highlights an ethnographic study by Jana Retkowsky, Ella Hafermalz and Marleen Huysman of advertising creatives using Midjourney. The tool lets creatives produce highly polished concepts themselves, extending their work into areas previously handled by other specialists. Those colleagues are then tasked with translating “Hollywood-level” AI imagery into something that works within real-world production constraints. As Retkowaky notes in the article, these shifting professional boundaries can be tricky for teams to discuss.

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• Opinion: The humanity of AI is a design choice

  AI is consciously designed to stimulate trust and dependence. This promotes our dependence and affects our autonomy. Therefore, emotional manipulation by AI must be limited. In their opinion piece in de Volkskrant, Ella Hafermalz, Marleen Huysman, and Anastasia Sergeeva (AI@Work research group) argue that AI is deliberately designed to stimulate trust and dependence. 

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• AI claims creativity — but what it cannot do: embracing imperfection, attention, failure, and carrying on.

  An NRC article discusses, among other things, insights from research conducted by Jana Retkowsky, Ella Hafermalz, and Marleen Huysman AI@Work research group) at RTL Nederland. The media company opened the doors of its creative department to the researchers, where advertising creatives and graphic designers develop campaigns and promotional material for programmes, streaming platforms, and brands.

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• Cycle apps profit heavily from intimate data

  Het Financieele Dagblad published an article about period tracking apps, focusing on their business models, promises, and potential risks. The article shares insights from Maria Carmen Punzi and Tamara Thuis (AI@Work research group) about their research project on the ethics of period and fertility tracking apps.

  In the interview, Punzi and Thuis highlighted several risks to consider when using these apps, including the societal biases that algorithms may reinforce rather than challenge, predictions and recommendations that are difficult to interpret and not always accurate, and the possibility that users develop a false sense of autonomy.

  They also emphasise the importance of algorithmic and body literacy in enabling users to make informed decisions. At the same time, companies need to ask themselves critical questions about how to conduct their business ethically — in a way that genuinely benefits users, rather than primarily serving investors.

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• AI provides ideas, people ensure the breakthrough

  How do the innovations that should help solve our biggest societal challenges actually come about?
  New technology alone is not enough. In an interview with Technisch Weekblad, Philipp Tuertscher explains why real breakthroughs ultimately remain human work — and why collaboration, user insight, and even productive disagreement are at the heart of successful innovation. From design thinking in horticulture to the collaborative structures at CERN and the lessons from the ecosystem behind Philips Hue: what makes innovation succeed where technology alone falls short?

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• How to use AI tools: an expert guide

  Are people relying on chatbots to solve all their life problems entering a slippery slope? Ella Hafermalz (AI@Work research group) discuss this question with a journalist from The Guardian. Ella discusses the growing reliance on ChatGPT and its implications for our workplaces and personal lives. She suggests that it is essential for leaders to encourage honest and open conversations about AI use in the workplace. If this doesn’t happen, workplace norms and practices won’t keep up.

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• Spaghetti-IT leads to 'shifting complexity'

  Many organizations fail to recognize the growing complexity within their information systems and face persistent challenges in managing it effectively. Even with system integrations or enterprise architecture initiatives, outcomes frequently fall short of expectations. This is highlighted in the doctoral thesis of Erik Jochemsen, Head of Development Services at ABN AMRO. His research struck a chord: the Dutch ICT news platform Computable.nl highlighted the work in the article Spaghetti-IT Leads to Shifting Complexity, sparking a lively debate among IT specialists, managers, and decision-makers

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• Blindly trusting a period app: is that really wise?

  In an interview with Metro, researchers Maria Carmen Punzi and Tamara Thuis (AI@Work research group) discussed both the promises and the risks of these apps, including ethical concerns, the handling of sensitive personal data, and the implications of using AI-powered apps for symptom tracking, contraception, and conception.

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• We can only prevent a healthcare crisis if there is more room for innovation

  The Netherlands faces an impending healthcare crisis, with projections suggesting that a quarter of its workforce will be working in healthcare by 2040. Fleur Deken discusses how innovation in healthcare can mitigate these challenges, along with the hurdles encountered during implementation, in Het Financieele Dagblad.

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Podcasts

• Data&AI projects — lessons learned by Frans Feldberg

  Moving past the hype, toward how you can genuinely increase the success of data and AI projects within your organization. Frans Feldberg researches exactly that. Central to this are data and AI, along with collaboration across disciplines. What drives successful data and AI projects is a shared narrative, one built through dialogue between IT, data, and domain professionals, that connects the 'why, what, and how.' Technology initiatives also depend on a strong, engaged sponsor, sound project management, and a real understanding of the technology. Hype and buzzwords don't hold much interest for a researcher. What matters is understanding the underlying dynamics, and insights from rigorous academic research are essential to that. He discusses it all with podcast host Marijn Plomp and sidekick Wouter Bronsgeest.

  Listen to the full episode (in Dutch)

• Is AI boom creating unprecedented opportunities or a new age of economic insecurity? | BBC News

  Ella Hafermalz(AI@Work research group) joined a fascinating episode of BBC AI Decoded podcast to discuss the enormous technological transition underway in how we work—one that is invisible and omnipresent, with institutions largely unprepared for it. She also shared her experience discussing AI with future young professionals, International Business Administration students, and offered insights from her research conducted with Jana Retkowsky and Marleen Huysman at RTL Nederland.

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• Are humans useless in the AI workspace?

  Is AI a helpful genie — or one that grants wishes a little too easily… and always at a price? 

  Ella Hafermalz (AI@Work research group) joined the BBC AI Decoded podcast to discuss her research with Jana Retkowsky and Marleen Huysman on how colleagues turn to ChatGPT instead of one another. Their research shows how generative AI can act as a ‘spirited technology’, nudging us to overestimate what we can do alone, while overlooking the expertise around us. The risk? That the “magic” makes collaboration will colleagues feel optional rather than essential. So the real question isn’t whether AI makes humans useless… but whether our wish for speed and autonomy comes at the cost of learning from one another

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• Responsible use of AI-generated and synthetic data in research

  Ella Hafermalz (AI@Work research group) joined a webinar hosted by the Publications Office of the European Union, together with Thomas Lampert (University of Strasbourg), to discuss how emerging technologies are reshaping research practices, scientific integrity, and public trust.

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• Managing academics is like herdering cats

  What does hybrid work mean in an academic setting? Ella Hafermalz (AI@Work research group) joined Jan Recker and Nick Berente on their podcast to discuss what hybrid work looks like at universities. Researchers need flexibility and freedom, but they also play a key role in building community—being present for teaching, interacting with students, collaborating with colleagues, and sometimes even bringing their families into campus life.

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• Burning issues in the academic job market

  Since the arrival of ChatGPT, there has been a lot of discussion about generative AI and how it will change the way we work. In an episode of the Hete Hangijzers podcast, Marleen Huysman (AI@Work research group) and Kim Schildkamp discuss their experiences with generative AI in education and their research. They share inspiring examples of how generative AI can be used effectively, while also exploring potential challenges, including the erosion of knowledge, reduced social interaction, and job displacement.

  
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• Misfits and workarounds from Bart van den Hooff

  When work processes and imposed technology don’t align, so-called “misfits” can emerge—sometimes so significant that users start looking for workarounds, either within the technology or outside it.

  In the new episode of the KNVI podcast, Bart van den Hooff takes listeners through his research on the introduction of an Electronic Patient Record in two Dutch hospitals, in a conversation with Marijn Plomp and Sandra de Waart.
  
  Listen to the podcast (Dutch)

• AI-akkoord

  A new agreement, the EU AI Act, aims to steer the rise of artificial intelligence in Europe in the right direction. Frans Feldberg discusses this in the Radio 1 podcast Vroeg!. “Europe wants to position itself on responsible AI,” he says. “Artificial intelligence has become so commonplace that it doesn’t even stand out anymore. Machine learning is already everywhere: in your phone, on Google, and in the bottle return machine at the supermarket.”

  Listen to the podcast (Dutch)

• Professor Frans Feldberg on data-driven innovation – Big Data Expo

  How do we remain relevant in a world where not only big tech companies but also startups develop data-driven products and services that challenge the existence of many organizations? Frans Feldberg discussed these challenges in De Dataloog, the Dutch podcast focusing on big data, data science, machine learning, and data-driven transformation. In the conversation, Frans explored the influence of developments such as digital innovation, (big) data, and (generative) artificial intelligence. He addressed key questions, including why data and AI should be top management priorities for every organization, how to respond to challenges related to data and AI, and what lies ahead.

  Listen to the podcast (Dutch)

Blog posts

• Medicine against ‘AI pilotitis’

  Most AI initiatives do not get past the experimental phase. Organizations remain stuck in impressive pilots, without results. Frans Feldberg speaks of a AI pilot syndrome or AI pilotitis. At Data Expo he explains the symptoms and causes of this condition. 

  Find out more in the blog post

• Applying open science principles to our own research

  Hans Berends poses a pointed question to fellow innovation management researchers: despite championing openness in innovation and science, have we actually changed how we do our own qualitative research? He argues the answer is largely no, knowledge production in this field still runs through individual researchers or small teams handling every step alone, and asks whether more data sharing, reuse, and collaboration could open that process up.

  Find out more in the blog post

  
  

• What is the impact of generative AI on the creative sector?

  Generative AI tools are profoundly changing creative work. That is one of the main conclusions from research by organisational scientists Ella Hafermalz, Marleen Huysman and Jana Retkowsky. In a new publication, they show how AI accelerates and enriches the creative process while at the same time putting it under pressure.

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• Beyond Fruit Baskets and Step Challenges: Lessons From Elite Sport on Bodies, Data, and Work

  What are bodily data, how are they different from data more broadly, and what should organizations be doing with them? Lorna Downie (AI@Work research group) offers a fascinating insight into bodies, data, and work in the world of elite sport and outlines the implications of her observations for organizations and data researchers.

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• How do you make FemTech responsible?

  FemTech has become an indispensable part of the everyday lives of millions of women. But how safe, accurate, and fair are these AI-driven tools? And who bears responsibility when things go wrong? Researchers Tamara Thuis and Maria Carmen Punzi, supported by SIDN Fonds, explore the ethical implications of FemTech and how algorithms in fertility apps can be designed and used responsibly.

  Find out more in the blog post

• More Data Isn’t Always Better: Lessons from Elite Sport

  Track your steps, sleep better, reduce stress — wearables and health apps promise it all. Companies offer these tools, hoping for healthier, more productive teams. But can a Fitbit fix burnout? Without the right support from managers to address work-related issues, employees often struggle to make the most of these tools.

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• Platform Ecosystems: what we need to know about the bottlenecks

  Platform ecosystems are becoming increasingly important in today’s business landscape. How can platform firms or tool developers influence market power? How can regulations prevent potential harm to consumers? JJoey van Angeren, Milan Miric, and Hakan Özalp discuss these questions in their paper, published in the Academy of Management Perspectives journal.

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• Uniting for Success: Keys to Large-Scale Collaboration

  How do organizations collaborate on large-scale projects, when their goals differ? Jochem Hummel, Hans Berends, and Philipp Tuertscher explore this in their blog post.

  
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• Crowdwork and the Inclusion of Marginalized Workers

  Micro-task crowdsourcing platforms (MTCS), such as Amazon Mechanical Turk and Clickworker, provide a crucial alternative for individuals who face exclusion from traditional employment due to personal challenges, such as chronic mental or physical health issues. According to a study by organisational scholar Anne-Sophie Mayer, these platforms offer marginalised workers more than just income.

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• Exhibition: Perspectives on Hybrid — Exploring Transformations in the World of Work

  The exhibition Perspectives on Hybrid explores a nuanced ‘lived experience’ perspective on hybrid working by presenting glimpses into where and how work happens in a hybrid context.

  The exhibition comprises 14 photos taken by employees and the research team, featuring offices, homes, and other spaces connected through different devices. Perspectives on Hybrid is based on a two-year qualitative study conducted by researchers from KIN and funded by the VU through the Hybrid Working Initiative. The project involved interviews and observations with employees from different faculties, including academic and support staff. Additionally, the researchers adopted an innovative data collection strategy, engaging participants in dynamic conversations about the different elements captured in the pictures they took.

  Explore the exhibition online 

• Ecosystem Realignment as Climate Mitigation Strategy

  How can firms transform carbon-intensive industry structures to tackle climate change? What hinders them from scaling low-carbon innovation ecosystems? A recently published research article provides new insights into these questions.

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• ChatGPT is terrific - but at what costs?

  As we speak, the hype around new AI trends is insatiable, and the use of AI-based applications is expanding across almost every industry and segment of society. Generative AI has seen significant advancements since 2022, for example in the field of text-to-image generation. Tools such as DALL·E 2, Stable Diffusion, and Midjourney have attracted considerable attention for their ability to transform human language into images, sparking debate in the artistic world. These tools offer a new way to create art “on command” without necessarily requiring a human artist in the traditional sense.

  Find out more in the blog post

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