Understanding Gig Workers' Perceptions of Organizational Authenticity and Transparency Through AI Management

The rapid rise of artificial intelligence (AI) has significantly transformed the gig economy, reshaping how work is managed and executed. This study investigates gig workers' perceptions of artificial intelligence (AI)-driven managerial communication within gig applications, focusing on leader authenticity and organizational transparency. Through semi-structured interviews with 26 active gig workers, we examine how strategic messaging in gig applications influences workers' perception on leader authenticity, organizational transparency, and overall relationship with the organization. Findings reveal that while gig apps are efficient in delivering necessary information, their communication often lacks empathy and human elements, leading to mixed perceptions of trust among gig workers. Issues such as communication volume and lack of human touch can lead to dissatisfaction and safety concerns. The study highlights the critical role of strategic communication in shaping worker engagement, emphasizing the importance of friendly, professional, and transparent messaging. Furthermore, inconsistent compensation policies and limited feedback integration negatively impact perceptions of organizational transparency. The study offers theoretical and practical insights into enhancing leadership effectiveness and communication excellence in technology-driven gig work environments, advocating for authentic leadership. It underscores the importance of designing app-based communication that reflects organizational values and ethical standards, fostering a positive and transparent work environment.