AI is advancing at a brisk clip. Since the launch of OpenAI’s ChatGPT in late 2022, the business world has witnessed a wave of groundbreaking Generative AI tools that can churn out human-life text, code and images in seconds. But this technology is more than a bundle of algorithms and data points. In fact, Peter Mathias Fischer, Associate Professor of marketing at HEC Paris believes it is a mirror reflecting humanity’s hopes, fears and aspirations.
Beyond the hype: who really benefits from AI?
Fischer's research reveals contradictions for businesses aiming to ensure that AI’s immense potential is harnessed equitably. As the AI arms race surges ahead, Fischer says the “honeymoon period” of unchallenged optimism is ebbing away. He warns that, with AI reshaping industries and accelerating innovation, research and teaching, some businesses might be left behind.
Thus, his research and teaching at HEC Paris focuses on the critical question of how humans perceive and interact with AI, particularly in the workplace. One critical question is whether AI empowers employees or merely widens existing inequalities. “There’s a heated debate between the democratization of AI, and the idea that only a select few will benefit,” Fischer notes. “My initial studies suggest the latter - those at the forefront will gain the most.”
Critical thinking as the new digital skill
This unequal distribution of benefits, he suggests, stems not from AI itself, but from human foibles. “Many people don’t benefit because they lack curiosity and critical-thinking skills,” he says. “To fully democratize AI, we need to educate people in a way that fosters these competencies.”
Education, he argues, is therefore the linchpin for bridging the gap between AI’s potential and its uneven adoption. Critical thinking, adaptability and openness to new technologies are going to be vital, he says, if individuals are to harness the power of AI for meaningful work and personal growth. Without this shift, Fischer warns, the gap between AI’s potential and its practical benefits will only widen.
Technology as a relationship tool, not a replacement
From global giants like Google to emerging (and now dominant) players like OpenAI, companies are in a race to harness AI. And Fischer’s research suggests a deeper layer to this revolution: the subtle yet critical role of AI in industries built on personal connections. “In some cases, AI should facilitate rather than replace human engagement,” he says.
For example, companies selling complex products like insurance often rely on human connections to build trust. “AI can act as an intermediary, getting a foot in the door for sensitive conversations in industries like banking or healthcare,” he explains. The challenge, he notes, is designing AI systems that enhance human interaction rather than erode it.
The challenge is designing AI systems that enhance human interaction rather than erode it.
Another critical area of Professor Fischer’s research tackles the role of AI in learning and education. While most current approaches center on training machines and improving models, the more crucial question is how we can use AI and machines to train ourselves and enhance our competences and skills. “We need to shift our focus from classical machine learning to learning with and from machines.”
