Impact of Artificial Intelligence Awareness on Career Competency and Job Performance

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Published: Aug 19, 2025
DOI: https://doi.org/10.24840/
Issue: Vol. 13 No. 2 (2025): (DOIs will be registered as soon as the full issue is closed)
Keywords:
career competency, artificial intelligence, job performance

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Oumeima Toumia
Higher Institute of Technological Studies of Kef, 7100, Tunisia
https://orcid.org/0000-0002-7377-6366
Muhammed Ali YETGIN
Safranbolu Türker Inanoglu Faculty of Communication, Department of New Media and Communication, Karabük University, Turkiye
https://orcid.org/0000-0002-8120-4704

Abstract

Undoubtedly, artificial intelligence is projected to replace millions of jobs in the near future. Therefore, understanding employees’ perceptions of artificial intelligence is crucial, as it can influence the direction of artificial intelligence research and development. Our study utilized online questionnaires to gather responses from employees in Tunisia’s industrial sector. We employed explanatory factor analysis, confirmatory factor analysis, path analysis, and bootstrapping. Our results revealed that career competency and job performance are positively correlated. Nevertheless, we found that job performance and artificial intelligence awareness were not statistically correlated. Furthermore, our results showed the absence of a link between artificial intelligence awareness and career competencies. Our study provides insights into employees’ perceptions of the potential benefits of artificial intelligence in improving career competencies and job performance. It also gets managers thinking about artificial intelligence's positive and negative impacts. Artificial intelligence employee awareness becomes a double-edged sword for businesses, with the potential to impact both the welfare of employees and the investment made by businesses. 

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Author Biographies

Oumeima Toumia, Higher Institute of Technological Studies of Kef, 7100, Tunisia

Oumeima Toumia earned her Ph.D. in management (business administration) from the Higher Institute of Management of Sousse. Her teaching experience was acquired through her position as an assistant from 2016 until present. She published papers in high-ranking journals and participated in known international conferences. She co-authored a book titled “Perceptions of employees of technology emerging with generative pre-trained transformer-3 inorganizations.” Her research interests include status quo, venture capital, digital transformation, artificial intelligence, firm performance, etc.

Muhammed Ali YETGIN , Safranbolu Türker Inanoglu Faculty of Communication, Department of New Media and Communication, Karabük University, Turkiye

Muhammed Ali Yetgin is an Assistant Professor at the University of Karabük which is a State University in Turkey. He earned his Bachelor of Science in computer science from the State University of New York in the USA, and master’s in business administration at Istanbul Bilgi University, and Ph.D. in Business Administration at Turkish Aeronautical Association University (Ankara). He worked in the Ministry of Interior of Turkey between 2004 and 2019 and has been working as an academician since 2019. He teaches undergraduate and graduate (master’s and Ph.D. classes) related to Business Administration. His research interests include Digitalization in businesses, the organizational structure of institutions, and technological innovations in companies.