How Human Call Center Agents Perceive Generative AI Chatbots: A Threat or Ally Through the Lens of the JD–R Model?

Generative AI (GenAI) agents with advanced natural language processing, strong context awareness, and emotional intelligence capabilities are increasingly transforming business operations. In customer service—particularly within inbound call centers—GenAI chatbots have emerged as a promising alternative communication channel, enabling highly scalable and flexible handling of customer demand. This study examines how human call center agents perceive the integration of GenAI chatbots, investigating whether these systems are viewed as supportive allies or perceived threats. Guided by the Job Demands–Resources (JD-R) Model, the research explores both positive impacts—such as workload reduction, enhanced efficiency, and improved service quality—and negative impacts, including fears of job displacement, diminished role significance, and reduced involvement in critical tasks. Using an empirical approach, the study aims to provide actionable insights into balancing technological innovation with workforce well-being. The findings contribute to the broader discourse on the organizational and strategic implications of adopting GenAI chatbots in customer service environments.