Before you mention that AI tool that's been helping you at work, consider how your colleagues might respond. In this podcast, Professors Richard Larrick and Jack Soll, along with PhD candidate Jessica Reif from Duke University’s Fuqua School of Business, discuss their research into how artificial intelligence tools are reshaping workplace dynamics. Their findings highlight a key paradox: while generative AI can boost performance, using it often makes workers appear less competent, less diligent, and even lazier in the eyes of others.

Drawing on a series of experiments, the researchers show that people who use AI for work are judged more harshly than those who seek help from a colleague or even use other software tools. This “social evaluation penalty” can lead to lower hiring prospects, negative perceptions of job fit, and cause employees to hide their AI use altogether.

But the penalty isn’t universal. The bias disappears when evaluators are frequent AI users. And when a task clearly benefits from AI (e.g., writing or coding), users face fewer reputational risks. The research also reveals that this judgment bias persists across gender, age, and job types — suggesting its effects are widespread.

The research offers insights for both managers and MBA students: creating a culture that normalizes and openly discusses AI use may be critical to unlocking its benefits. Managers must lead by example, openly using generative AI tools to signal that their organization is a safe space for AI innovation and experimentation.

Duke Fuqua Insights features digestible conversations with our faculty about the most impactful research from their careers, including studies they teach in Fuqua classes. New episodes every other week in season.

For more from Duke Fuqua, visit us on LinkedIn, Instagram, Facebook, Bluesky, and the Duke Fuqua Insights newsletter.