Public shaming and stigma prevent business leaders from leveraging artificial intelligence

Do others see me as less capable or less genuine if I use artificial intelligence? Does my status suffer? Such fears, amplified by group dynamics, can strongly shape whether executive teams adopt or reject AI tools.

Natalia Vuori, assistant professor at Aalto University, conducted a study on how management teams perceive generative AI in strategic work. The results show how leadership attitudes towards AI affect both team functioning and company performance.

The study revealed that some management teams collectively developed a negative attitude towards using AI tools.

‘Within some executive teams, colleagues who experimented with AI risked being mocked or even publicly shamed by their peers. This culture discouraged the use of AI tools at the team level and made it difficult for anyone to even propose them,’ Natalia Vuori explains.

A culture of stigma and shaming 

According to Natalia Vuori, there were two main reasons behind the public shaming and stigmatization of AI use in executive teams. 

‘The first was a threat to status: seasoned leaders who had spent decades shaping strategic decisions suddenly faced the prospect of less senior colleagues using AI to generate broader and more sophisticated scenarios. To protect their sense of superiority, some responded by stigmatizing AI.’

The second reason was reputational fear. Executives worried that if it became known they were using AI to support strategic work, peers might begin to question their competence and doubt their ability to make sound decisions unaided. 

‘In this climate, using AI risked being seen not as innovation, but as weakness.’ 

Negativity affected quality of decision-making and performance

The negative attitude had tangible consequences, as according to Natalia Vuori, the results of these companies were weaker compared to peer companies. The study showed that these companies, for example, were slower to make decisions and lost market share to their competitors.

‘AI could have helped, for instance, in ideating ways to expand product offerings, but those who had a negative attitude missed this opportunity,’ Vuori says.

Conversely, the study showed that customers of companies utilizing AI tools were more satisfied, acquiring new customers was easier, and projects accelerated.

How AI can aid business leaders

What opportunities can AI offer to management executive teams as they refine their strategies? Natalia Vuori points to three key areas.

The first is environmental scanning. 

‘Instead of relying on fragmented information about regulations, markets, or standards, AI can synthesize vast amounts of data into structured insights. This broadens leaders’ perspectives and significantly accelerates the flow of information into strategic work.’ 

The second is scenario planning. ‘AI tools can quickly generate alternative scenarios, highlighting risks and opportunities that might otherwise go unnoticed.’

The third is neutral facilitation. ‘Often, a strong personality in the executive team steers discussions. AI helps break down these dynamics, reducing political debate and enabling faster progress at early decision-making stages,’ Natalia Vuori explains.

Nearly 80 interviews

The study was based on extensive qualitative data. Natalia Vuori examined the use of AI tools that produce text or images, such as ChatGPT and Microsoft Copilot, within management teams. Vuori engaged with seven management teams across three industrial and technology companies operating in Finland, the Nordic countries, and the United States, conducting 78 interviews with senior and middle management as well as board members. IT specialists were also interviewed. Additionally, Vuori observed 18 meetings focusing on company leadership and strategy.

The study’s preliminary results were presented in July at the Academy of Management Conference Proceedings, the leading global forum for leadership and organization research. There, the study received the distinction of Best Paper of the Year. 

Full text available from the author.