ChatGPT between opportunities and challenges: an empirical study in Italy

Abstract

Purpose

This study investigates the user’s perspective regarding opportunities, challenges and implications related to artificial intelligence technologies such as ChatGPT in several contexts, such as education and healthcare. In detail, the aim was to understand user’ perceptions of the relationship between ChatGPT and sustainability and their views about how companies can contribute to achieving well-being.

Design/methodology/approach

To reach the research aim, the study adopts an explorative inductive design, carried out through a qualitative approach and grounded in 34 in-depth consumer interviews.

Findings

The interviewees perceive ChatGPT as a helpful tool that simplifies activities and reduces time and human errors. However, risks associated with using this tool have been identified, such as the reliability of the information provided, the need for more privacy for the requested personal data and the lack of empathy and human interaction. AI tools can support businesses and governments in creating and promoting sustainable strategies and reducing waste. Furthermore, the study shows how these tools can improve the community's well-being by disseminating knowledge and information, supporting workers and generating less stress.

Originality/value

The paper describes the users' perspective on the opportunities of ChatGPT in promoting sustainable development and well-being, providing suggestions for future research.

Citation

Pasca, M.G. and Arcese, G. (2024), "ChatGPT between opportunities and challenges: an empirical study in Italy", The TQM Journal, Vol. ahead-of-print No. ahead-of-print. https://doi.org/10.1108/TQM-08-2023-0268