Artificial intelligence as a company's internal communication media: Investigating employee's acceptance of chatbot for effective communication and sustainable business

This research investigates Kalbe Consumer Health (KCH) employees’ acceptance of AMBER, a Generative AI Chatbot implemented at KCH. KCH, a prominent pharmaceutical company with over 27 years of experience, has been recognized as the best place to work in Asia for two consecutive years by HR Asia. Despite its success, challenges persist, by the end of 2022, it has reached a 5 percent turnover rate with 70 percent departures in leadership positions. AMBER is an internal communication tool, functioning for employees to express their sentiments and opinions honestly. By fostering an environment where employees feel heard and valued, AMBER encourages proactive issue resolution within teams. Drawing on the Uses and Gratification Theory (UGT) and the Unified Theory of Acceptance and Use of Technology (UTAUT), this study employs regression analysis to analyze data from an anonymous online survey. The study contributes theoretically by integrating UGT and UTAUT into the context of chatbot utilization in internal communication. Furthermore, it offers practical insights for businesses leveraging AI in communication strategies, facilitating sustainable business practices, and aligning with Sustainable Development Goals (SDG) 16 and 8 by fostering an inclusive, transparent, and accountable culture, and enhancing employee satisfaction and performance through effective communication.