Welcome to the Research and Insights section, which gives an overview of some of our ongoing and forthcoming research projects, along with some background information.
What position do Swiss companies hold in the realm of sustainability—is it perceived as a curse, a blessing, or merely an empty term? The matter is set to impact all businesses imminently. Starting from January 2023, larger Swiss firms have been mandated to disclose sustainability reports. This requirement extends to detailing the practices of their suppliers and service providers, who are, in turn, compelled to adopt more sustainable measures through procurement processes. Additional mandates for small and medium-sized enterprises (SMEs) are already emerging.
From November 2023 to mid-January 2024, we conducted a survey as a foundation for further research and to support the industry, involving 306 companies from the broader Airport Zurich area. These companies represent a cross-section of the business community, including small (51%), medium-sized (34%), and large enterprises (15%). The sectors these companies operate in include services (53%), construction (13%), industry (13%), trade (8%), and others (13%).
It was noteworthy that sustainability is considered important by nearly all participants, with many actively implementing measures to enhance sustainability within their organizations, surpassing existing legal mandates. A diverse array of examples of their sustainability initiatives was showcased. Furthermore, there was a significant identification of both current and future demands for support, ranging from basic information on sustainability requirements to technical assistance in product enhancement and the development of circular production concepts.
The proliferation of artificial intelligence (AI) tools has transformed numerous aspects of daily life, yet their impact on critical thinking remains underexplored. This study investigates the relationship between AI tool usage and critical thinking skills, focusing on cognitive offloading as a mediating factor. Utilising a mixed-methods approach, we conducted surveys and in-depth interviews with 666 participants across diverse age groups and educational backgrounds. Quantitative data were analysed using ANOVA and correlation analysis, while qualitative insights were obtained through thematic analysis of interview transcripts. The findings reveal a significant negative correlation between frequent AI tool usage and critical thinking abilities, mediated by increased cognitive offloading. Younger participants exhibited higher dependency on AI tools and lower critical thinking scores compared to older participants. Furthermore, higher educational attainment was associated with better critical thinking skills, regardless of AI usage. These results highlight the potential cognitive costs of AI tool reliance, emphasizing the need for educational strategies that promote critical engagement with AI technologies. This study contributes to the growing discourse on AI’s cognitive implications, offering practical recommendations for mitigating its adverse effects on critical thinking. Our findings underscore the importance of fostering critical thinking in an AI-driven world, making this research essential reading for educators, policymakers, and technologists.
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This study investigates the evolving role of artificial intelligence (AI) in consumer decision-making, particularly in comparison to traditional human influencers. As consumer trust in social media influencers has declined, largely due to concerns about the financial motivations behind endorsements, AI tools such as ChatGPT have emerged as perceived neutral intermediaries. The research aims to understand whether AI systems can replace human influencers in shaping purchasing decisions and, if so, in which sectors. A mixed-methods approach was employed, involving a quantitative survey of 478 participants with prior experience using both AI tools and interacting with social media influencers, complemented by 15 semi-structured interviews. The results reveal that AI is favored over human influencers in product categories where objectivity and precision are critical, such as electronics and sporting goods, while human influencers remain influential in emotionally-driven sectors like fashion and beauty. These findings suggest that the future of marketing will show a reduced need for human social media influencers and may involve a hybrid model where AI systems dominate data-driven recommendations and human influencers continue to foster emotional engagement. This shift has important implications for brands as they adapt to changing consumer trust dynamics.
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This study aims to compare the effect of using artificial intelligence and neural networks in business education with conventional teaching methods. The article used two versions of the Watson-Glaser Critical Thinking Appraisal (WGCTA) test to assess thinking abilities and the Communication Skills Attitude Scale (CSAS) to analyze students’ attitudes toward communication skills and their confidence in using them. The participants in the study, students from a UK Business School were split into experimental and control groups (N = 204). The experimental group was trained for six months using artificial intelligence through AI-powered interactive online courses, while the control group used traditional teaching methods. The results of the study showed that the use of artificial intelligence had no statistically significant effect on students’ cognitive and communication skills (p > 0.05). The students had fairly developed cognitive and communication abilities before and after the research, which may be related to the quality of their previous education and individual characteristics. The content of this article may be of interest to educators, scientists, artificial intelligence and neural network specialists, and educational and research organizations discussing the safety of implementing AI in education.
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In an era where artificial intelligence (AI) increasingly intersects with human lives, understanding the dimensions of trust in AI is pivotal. Following two studies conducted by Dr. Michael Gerlich in 2022/2023 on virtual influencers and the societal acceptance of artificial intelligence (AI), observations revealed an increased perceived trust in AI over humans. This observation has necessitated a research study to explore the motivations behind this trust. This study, conducted in the UK explores why a notable majority of participants exhibit greater trust in AI over humans. Garnering 894 responses, with 451 valid completions, the research utilized a mixed-methods approach. The questionnaire probed psychological, sociocultural, and technological aspects of trust, underpinned by Structural Equation Modeling (SEM) and correlation analysis.
Preliminary findings indicate a predominant inclination towards trusting AI, attributed to perceptions of AI’s neutrality and accuracy, akin to traditional computing systems. This trust contrasts starkly with the skepticism towards human integrity, stemming from beliefs in human self-interest and dishonesty, compounded by a distrust in media narratives. Intriguingly, a marked correlation emerges between distrust in AI and an absolute trust in human judgment, underscoring a dichotomy in trust orientation.
This study illuminates the nuanced dynamics of trust in the digital age, revealing a complex interplay between technology and human psychology. It contributes significantly to the discourse on AI integration in society, highlighting critical considerations for future AI development and policy-making.
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In an era where sustainability has emerged as a central tenet of societal values, the question of how deeply these principles penetrate consumer behavior remains pressing. The increasing prominence of sustainability in public discourse suggests a shift towards more environmentally conscious lifestyles; yet, the actual incorporation of sustainable practices into daily life, particularly when it might impinge on personal comfort, warrants thorough investigation. This research aims to elucidate the realities of consumer engagement with sustainability, thereby contributing to the broader discourse on sustainable development. It will offer insights for policymakers, businesses, and activists who seek to foster a more sustainable and conscientious consumer base.
This research aims to scrutinize the depth of commitment among consumers in Switzerland towards sustainability, evaluating the extent to which these commitments influence their purchasing decisions, lifestyle choices, and readiness to compromise on comfort. Despite the prevailing perception that sustainability holds a positive connotation and significantly impacts consumer behavior and corporate evaluations, there appears to be a discrepancy between expressed values and tangible actions. This study seeks to investigate this paradox by examining the willingness of consumers to integrate sustainability into their lives actively, potentially at the cost of personal comfort.
Employing a mixed-methods approach, the research will combine quantitative surveys to gauge consumer attitudes and self-reported behaviors with qualitative interviews to explore the motivations, perceptions, and barriers to sustainable living. This study will also assess the frequency and conditions under which consumers are prepared to forego aspects of comfort, such as reducing air travel, curbing consumption of goods like clothing and electronics, and adopting less convenient but more sustainable alternatives.
The study aims to elucidate the realities of consumer engagement with sustainability, thereby contributing to the broader discourse on sustainable development. It will offer insights for policymakers, businesses, and activists who seek to foster a more sustainable and conscientious consumer base. The findings are expected to challenge prevailing assumptions about consumer behavior, providing a nuanced understanding of the complexities involved in aligning personal convenience with sustainability goals.
This investigation stands at the confluence of marketing, behavioral sciences, and sustainability studies, offering a critical examination of the choices that define our times and shape the future of our planet.
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The Impact of Digital Transformation on Sustainable Business Practices
Background: As digital technologies rapidly evolve, their impact on sustainability within businesses becomes a critical area of investigation. This research topic explores how digital transformation can drive or hinder sustainable practices across industries. It examines the role of technologies such as artificial intelligence, blockchain, and the Internet of Things in optimizing resource use, reducing emissions, and promoting circular economy models. The study aims to identify strategies for integrating digital innovations in a way that enhances both operational efficiency and environmental stewardship.
The Role of Leadership in Fostering Organizational Sustainability
Background: Leadership plays a pivotal role in embedding sustainability into the core of organizational cultures and practices. This research topic focuses on the strategies and behaviors of leaders that contribute to the successful integration of sustainability goals into business operations. It examines the challenges leaders face in balancing economic performance with environmental and social responsibilities and how they can inspire and mobilize their organizations towards sustainable development. The study aims to outline leadership models and practices that effectively drive sustainability initiatives.
The Future of Work: Navigating Technological Disruption and Labour Market Trends
Background: The rapid pace of technological advancement and shifting labor market dynamics pose significant challenges and opportunities for businesses. This research explores the implications of automation, artificial intelligence, remote work, and changing workforce demographics. It aims to provide strategic foresight on how companies can prepare for the future of work, including adapting to new modes of operation, fostering a culture of continuous learning, and developing strategies to attract and retain talent in a competitive landscape.
This study investigates the profound and multifaceted impacts of Artificial Intelligence (AI) and geopolitical developments on global dynamics by 2040. Utilising a Delphi process coupled with probabilistic modelling, the research constructs detailed scenarios that reveal the cascading effects of these emerging forces across economic, societal, and security domains. The findings underscore the transformative potential of AI, predicting significant shifts in employment patterns, regulatory challenges, and societal structures. Specifically, the study forecasts a high probability of AI-induced unemployment reaching 40–50%, alongside the rapid evolution of AI technologies, outpacing existing governance frameworks, which could exacerbate economic inequalities and societal fragmentation. Simultaneously, the study examines the critical role of geopolitical developments, identifying increased nationalisation, the expansion of conflicts such as the Russia–Ukraine war, and the strategic manoeuvres of major powers like China and Israel as key factors that will shape the future global landscape. The research highlights a worrying lack of preparedness among governments and societies, with a 10% probability of their being equipped to manage the complex risks posed by these developments. This low level of readiness is further complicated by the short-term orientation prevalent in Western businesses, which prioritise immediate returns over long-term strategic planning, thereby undermining the capacity to respond effectively to these global challenges. The study calls for urgent, forward-looking policies and international cooperation to address the risks and opportunities associated with AI and geopolitical shifts. It emphasises the need for proactive governance, cross-sector collaboration, and robust regulatory frameworks to ensure that the benefits of technological and geopolitical advancements are harnessed without compromising global stability or societal well-being. As the world stands on the brink of unprecedented change, the findings of this study provide a crucial roadmap for navigating the uncertainties of the future.
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This research critically examines the underlying anxieties surrounding artificial intelligence (AI) that are often concealed in public discourse, particularly in the United Kingdom. Despite an initial reluctance to acknowledge AI-related fears in focus groups, where 86% of participants claimed no significant concerns, further exploration through anonymous surveys and interviews uncovered deep anxieties about AI’s impact on job security, data privacy, and ethical governance. The research employed a mixed-methods approach, incorporating focus groups, a survey of 867 participants, and 53 semi-structured interviews to investigate these anxieties in depth. The study identifies key sources of concern, ranging from the fear of job displacement to the opacity of AI systems, particularly in relation to data handling and the control exerted by corporations and governments. The analysis reveals that anxieties are not evenly distributed across demographics but rather shaped by factors such as age, education, and occupation. These findings point to the necessity of addressing these anxieties to foster trust in AI technologies. This study highlights the need for ethical and transparent AI governance, providing critical insights for policymakers and organisations as they navigate the complex socio-technical landscape that AI presents.
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This research examines public perceptions of virtual humans across various contexts, including social media, business environments, and personal interactions. Using an experimental approach with 371 participants in the United Kingdom, this research explores how the disclosure of virtual human technology influences trust, performance perception, usage likelihood, and overall acceptance. Participants interacted with virtual humans in simulations, initially unaware of their virtual nature, and then completed surveys to capture their perceptions before and after disclosure. The results indicate that trust and acceptance are higher in social media contexts, whereas business and general settings reveal significant negative shifts post-disclosure. Trust emerged as a critical factor influencing overall acceptance, with social media interactions maintaining higher levels of trust and performance perceptions than business environments and general interactions. A qualitative analysis of open-ended responses and follow-up interviews highlights concerns about transparency, security, and the lack of human touch. Participants expressed fears about data exploitation and the ethical implications of virtual human technology, particularly in business and personal settings. This study underscores the importance of ethical guidelines and transparent protocols to enhance the adoption of virtual humans in diverse sectors. These findings offer valuable insights for developers, marketers, and policymakers to optimise virtual human integration while addressing societal apprehensions, ultimately contributing to more effective and ethical deployment of virtual human technologies.
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