A recent study shows that individuals using artificial intelligence (AI) can achieve comparable work performance to traditional two-person teams. The study involved 776 Procter & Gamble experts who participated in a one-day workshop developing product ideas for various business units. Participants were divided into two groups: teams consisting of one business expert and one technical expert, and individuals working alone. Half of the teams and individuals had access to GPT-4 and GPT-4o.
Image Source Note: Image generated by AI, licensed through Midjourney.
Results showed that teams without AI outperformed individuals by 24%. However, individuals using AI saw a 37% performance boost, matching the performance of teams without AI. Furthermore, teams using AI experienced a 39% overall performance improvement, although the difference compared to individuals using AI wasn't statistically significant. AI-assisted teams excelled at generating high-quality solutions, tripling the likelihood of producing them.
The study also found that AI-assisted teams worked 12% to 16% faster and produced longer, more detailed solutions. Over 75% of the AI-generated content was retained within the groups, demonstrating AI's productivity-enhancing role in teamwork.
The findings suggest that AI technology can bridge the gap between different experts. Without AI, technical experts often focused on technical solutions, while marketing experts concentrated on market aspects. With AI support, both sides generated more comprehensive proposals. This effect was particularly noticeable among less experienced product development employees, who performed at the same level as experienced team members after using AI.
Contrary to the common assumption that technology increases stress, participants reported more positive emotions like enthusiasm and energy when using AI, while anxiety and frustration significantly decreased. Researchers recommend that companies reconsider AI, viewing it not merely as a productivity tool, but as an additional team member.
However, the study also notes limitations. The study design may have restricted AI's potential, as it was primarily used as a chatbot, excelling in rapid ideation but with solution quality partly dependent on chance and user expertise. Additionally, the one-day workshop format didn't fully reflect real-world work in complex business settings.
Key Takeaways:
🌟 Individuals using AI achieved comparable work performance to two-person teams.
📈 AI technology improved team efficiency and generated more high-quality solutions.
🤝 AI should be viewed not just as a tool, but as a team member, fostering collaboration and knowledge sharing.
