Univrsity Of Tehran Press Journal of Information Technology Management 2980-7972 17 Special Issue on Strategic, Organizational, and Social Issues of Digital Transformation in Organizations 2025 02 01 Enhancing Generative AI Usage for Employees: Key Drivers and Barriers 24 54 100696 10.22059/jitm.2025.100696 EN Ishraf Zaoui Head of the Research Chair in Digital Innovation & AI, Associate Professor in Marketing, Inseec BBA Lyon, France. Yousra Hallem Associate Professor in Marketing, Inseec BBA Lyon, France. Imed Ben Nasr Associate Professor, Excelia Business School, CERIIM, France. Sonia Bougatfa Assistant Professor in Marketing, Inseec BBA Bordeaux, France. Journal Article 2025 02 16 This study examines the use of AI tools within work environments, particularly Generative AI (Gen-AI). Its objective is to comprehend the factors affecting employees' adoption and utilization of such tools. The research applies the Technology, Organization, and Environment (TOE) framework to pinpoint potential factors and formulate hypotheses regarding their influence on employees' Gen-AI usage frequency. A quantitative research approach was conducted among a sample of 316 American employees. Results suggest that employees' perceived Gen-AI intelligence and warmth positively impact their usage through the mediation of performance expectancy. Effort expectancy only mediates the relationship between perceived Gen-AI intelligence and Gen-AI employee usage. Findings also show that the perceived severity of Gen-AI has a negative influence on employees’ usage and that an organization's absorptive capacity of Gen-AI does not influence employees’ usage. Critical drivers for Gen-AI utilization encompass technological proficiency, peer influence, and regulatory backing. These outcomes underscore the significance of nurturing a corporate culture that encourages innovation and adherence to regulations to successfully integrate Gen-AI in workplaces. https://jitm.ut.ac.ir/article_100696_9f9f5db67a174696dd6848a9e511b84d.pdf