Presentation (CTI)

OBJECTIVES: To investigate factors determining individual acceptance and sustained engagement with Generative AI (GenAI) tools among medical writing professionals in German market access consulting, focusing on professional identity considerations within the German regulatory framework.
METHODS: Semi-structured interviews with 10 participants explored technology acceptance patterns six months post-GenAI implementation in a German market access consulting organization where GenAI tools were mandated for daily use. The study applied established Technology Acceptance Model (TAM) and professional identity theory frameworks, incorporating healthcare-specific factors including regulatory compliance, workflow compatibility, and autonomy preservation. Inductive thematic analysis following Braun and Clarke's six-phase framework systematically identified acceptance determinants and professional identity evolution patterns.
RESULTS: Preliminary findings from three completed interviews within this ongoing study reveal complex acceptance patterns extending beyond traditional technology acceptance constructs. Observed behaviors included high perceived usefulness for routine documentation tasks, with participants reporting 30-40% time savings in draft preparation. However, acceptance was mediated by professional identity preservation needs. Two distinct identity threat dimensions emerged from participant accounts: perceived threats to professional recognition (expert status) and autonomous judgment capabilities. Participants expressed concerns about skill degradation, with one stating "the risk of becoming a GenAI operator rather than strategic advisor." German regulatory requirements (GDPR, EU AI Act) emerged as critical contextual factors. Successful adopters developed "hybrid workflows" combining AI efficiency with human oversight and reframed their professional roles as "information architects."
CONCLUSIONS: GenAI implementation can create professional frustrations and dissociation, but when integrated successfully, transforms day-to-day work with positive effects on productivity and job satisfaction. Critical success factors include clear regulatory guidance, identity-preserving role redefinition, and hybrid workflow development. Understanding these implementation factors is essential for healthcare organizations adopting AI technologies in regulated environments.