TRANSITION MANAGEMENT USING ARTIFICIAL INTELLIGENCE IN THE WORKFORCE ENTERTAINMENT

Abstract

This research objectives were 1) to study the transition management using artificial intelligence in the workforce entertainment, 2) to analyze the impacts of transition management using artificial intelligence in the workforce entertainment, and 3) to propose guidelines for transition management using artificial intelligence for the workforce entertainment. This was qualitative research. Key informants included government officials, entertainment owners, workforces entertainment, and academics in public administration, totaling 24 people, selected using purposive selection. The research instrument was a semi-structured interview. Data was analyzed using content analysis.

The research results found that: 1) The transition management using artificial intelligence in the workforce entertainment showed that artificial intelligence could replace labor in technical tasks but had limitations in interaction and emotions. High investment costs were an obstacle for small businesses. Large businesses had high acceptance, while small businesses had low acceptance. Older workers were fearful and resistant, while younger workers were more accepting. Currently, Thailand lacked laws or policies to support this transition, 2) Impacts of transition management using artificial intelligence in the workforce entertainment: economic impacts showed that business owners could reduce labor costs by 40-60% per month, but unskilled workers were severely affected. From a social perspective, unemployment or reduced income had a ripple effect on families and communities. From a labor perspective, the labor market was shifting from quantity to quality, giving rise to new technology-related professions, and 3) Guidelines for the transition management using artificial intelligence in the workforce entertainment were divided into three levels: at the workforce level, skills in technology and social skills should be developed, at the employer level, artificial intelligence should be used in a balanced manner and workforce training should be provided, at the public policy level, the government should establish supporting legislation, developed workforce skills, provided compensation systems, supported small businesses, and created mechanisms for participation from all sectors.