Authors : Nguyen Vu Hieu Thao; Dr. Luu Thi Thanh Mai

Volume/Issue : Volume 10 - 2025, Issue 10 - October

Google Scholar : https://tinyurl.com/3hym7cnv

Scribd : https://tinyurl.com/uavfmst2

DOI : https://doi.org/10.38124/ijisrt/25oct658

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Abstract : In the context of Industry 4.0, artificial intelligence (AI) is transforming not only business operations but also the way employees perceive work, motivation, and value creation. While AI-driven technologies have enabled automation, efficiency, and data-driven decision-making, they also raise concerns about job insecurity, digital stress, and the erosion of intrinsic motivation. This study explores how employee motivation can be optimized within AI-augmented work environments through a qualitative case study at MH Raroma – a digital creative enterprise specializing in manga and webtoon production in Vietnam. Using in-depth interviews and focus group discussions with 20 participants (artists, editors, and managers), the research identifies five major determinants of motivation in the AI era: (1) AI integration and work redesign, (2) leadership and organizational culture, (3) compensation and recognition systems, (4) digital skills and professional growth, and (5) psychological well-being under technological stress. The findings reveal that AI adoption simultaneously enhances and threatens motivation — it increases productivity and autonomy but also generates anxiety and burnout when not managed properly. The study contributes to the literature by conceptualizing the notion of “Work Motivation Optimization” as a dynamic balance between human needs and technological transformation. Practical implications are proposed for managers to foster a human-centered digital culture, align AI implementation with intrinsic motivators, and design sustainable motivation frameworks for creative and knowledge-intensive industries.

Keywords : Employee Motivation, Artificial Intelligence (AI), Digital Transformation, Human Resource Management, Creative Industry, Vietnam, Work Engagement.

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