The Productization of People: When Identities Become Marketable

Abstract

The rapid productization of Artificial Intelligence (AI) and the growing adoption of advanced technologies in workplaces are reshaping organizational structures, employee roles, and ethical considerations globally and in Pakistan. This study examines the impact of AI productization and technological adoption in the workplace on human identification, and subsequently, the effect of human identification on human dignity within the manufacturing sector of Karachi. Grounded in Kantian ethical theory and the Diffusion of Innovation framework, the research adopts a quantitative, cross-sectional design using survey data collected from 100 manufacturing employees. Partial Least Squares Structural Equation Modeling (PLS-SEM) was employed to assess the measurement and structural models. Findings reveal that while AI productization does not have a statistically significant effect on human identification, technological adoption in the workplace significantly influences human identification. Moreover, human identification demonstrates a significant relationship with human dignity, highlighting the ethical and psychological implications of technological integration. The study contributes to the limited empirical literature in Pakistan by demonstrating that employees’ psychological identification with technology plays a critical role in shaping dignity, autonomy, and perceived workplace value. The findings offer important implications for organizational leaders, HR practitioners, and policymakers seeking to implement AI systems responsibly while safeguarding human dignity through ethical, transparent, and human-centred technological adoption strategies.