This cross-sectional study examines how Generative AI (GenAI) is influencing employee well-being and organizational culture. This study is set in Pakistan’s e-commerce retail sector, and the analysis covers the digital transformation era in the industry. By applying the Job Demands–Resources(JD-R) theory as a primary conceptual framework, the research analyzes how GenAI functions as a critical job resource that can improve productivity & reduce stress while having potential to introduce new technical challenges and demands. 385 respondents from Pakistani retail organizations participated in this study. The findings reveal that GenAI adoption has a positive impact on both employee well-being and organizational culture. Furthermore, the study identifies Organizational Culture is a mediator with approximately 41% of the total effect of GenAI adoption on well-being transmitted through a supportive and innovation-oriented culture. These results suggest that GenAI employee outcomes is dependent on an organizational environment that encourages adaptive behavior and continuous development.

E-Commerce, Generative AI, Employee Well-Being

(1) Iram Saba
PhD Scholar, National College of Business Administration & Economics, Lahore, Punjab, Pakistan.
(2) Rubab Tariq
PhD Scholar, National College of Business Administration & Economics, Lahore, Punjab, Pakistan.
(3) Saima Hassan
Associate professor, National College of Business Administration & Economics, Lahore, Punjab, Pakistan.