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Introducing AI in the workplace isn't just about technology – it’s about understanding the people using it. In a new study published in Management Science, researchers tested how salespeople at a large pharmaceutical firm performed under different implementations of the same AI tool. One control group worked as usual. A second group received a standard version of the tool. A third group got an AI implementation integrated into their work routine tailored to their psychological profile – their preferred way of working.

The results were clear: salespeople using the AI tool adapted to their work style booked on average 40 percent more meetings with doctors and other decision-makers. Those using the standard version without customization booked 20 percent fewer meetings.

"That AI can support people at work is nothing new. But what’s often overlooked is that people are different. When you ignore that, the technology can do more harm than good," says Sebastian Krakowski, researcher at the House of Innovation, Stockholm School of Economics.

Sales dropped – when AI didn't fit the user

The sales numbers tell the same story. Salespeople using the personalized AI system sold on average 16 percent more, and the increase grew over time. In contrast, sales fell by 20 percent for those using the standard version. Because the study included a control group, researchers could clearly isolate the effects of different AI implementations.

The study highlights the importance of understanding “cognitive style” – a person’s way of thinking, making decisions, and structuring work. Integrating that understanding into how technology is used is crucial for success.

"It’s time to rethink. Instead of asking people to adapt to AI, we should adapt AI to people. That’s what we call human-centered AI," says Sebastian Krakowski.

Strong support for personalized technology

The findings offer empirical support for the idea of human-centered artificial intelligence, where technology supports – rather than controls – the user. They also show that poorly adapted tools can not only fail but actually be counterproductive.

This is especially relevant at a time when AI is being introduced across many industries. For companies and organizations, successful AI implementation is not just about choosing the right tool – it’s about understanding the people who will use it.

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About the study

Authors: Sebastian Krakowski (Stockholm School of Economics), Darek Haftor (Uppsala University), Johannes Luger (University of Zurich), Natallia Pashkevich (Södertörn University), Sebastian Raisch (University of Geneva)

Source: 

For more information, please contact:

Sebastian Krakowski
House of Innovation, Stockholm School of Economics
Email: sebastian.krakowski@hhs.se
Phone: ‭+46-70-587 06 12‬

About the Stockholm School of Economics

The Stockholm School of Economics is rated as a top business school in the Nordic and Baltic countries and enjoys a strong international reputation. World-class research forms the foundation of our educational offering, which includes bachelor, master, PhD, MBA, and Executive Education programs. Our programs are developed in close cooperation with the business and research communities, providing graduates substantial potential to attain leading positions in companies and other organizations. 

The School is accredited by EQUIS, certifying that all of its principal activities – teaching as well as research – maintain the highest international standards. The Stockholm School of Economics is also the only Swedish member institution of CEMS and PIM, which are collaborations between top business schools worldwide, contributing to the level of quality for which our school is known. 

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