{"id":18012,"date":"2025-12-11T18:27:02","date_gmt":"2025-12-11T16:27:02","guid":{"rendered":"https:\/\/iphs.eu\/proietsts\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\/"},"modified":"2026-04-09T13:47:41","modified_gmt":"2026-04-09T10:47:41","slug":"digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction","status":"publish","type":"proietsts","link":"https:\/\/iphs.eu\/en\/proietsts\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\/","title":{"rendered":"Digital transformation in organizations: Model of key psychological determinants in human &#8211; artificial intelligence interaction"},"content":{"rendered":"<p><strong>Project \u2116 \u041a\u041f-06-\u041d95\/6 funded under the Competition for financial support of basic research projects \u2013 2025, Scientific Research Found, Ministry of Education and Science<\/strong><\/p>\n<p>Duration of the project: 36 moths (initial data December 2025)<\/p>\n<p>Principal investigator: Prof. Ergyul Tair, D.Sc. (Psychology Department, IPHS-BAS) <\/p>\n<p>IPHS-BAS team: Assoc. Prof. Valeri Todorov, PhD, Assoc. Prof. Sezgin Bekir, PhD, Asst. Prof. Viktoriya Nedeva-Atanasova, PhD, Asst. Prof. Elena Tsankova, PhD, Asst. Prof. Tsvetelina Panchelieva, PhD, Elitsa Staneva-Britton (PhD Student), Silviya Sarafova (PhD Student), Denis Simeonov (Student)<br \/>IICT-BAS team: Prof. Kiril Simov, PhD, Kristin Dimitrova (Junior Researcher), Nikolay Peev (Junior Researcher), Stefan Marinov (Junior Researcher), Teodor Valchev (Junior Researcher)<\/p>\n<p>The project investigates human \u2013 AI interaction by focusing on the determinants that shape employee engagement in the context of rapidly advancing automatization. Project implementation is planned in three steps: 1) administration of a nationally representative survey for evaluation of employee digital readiness within the country; 2) development of AI algorithms for specific economic sectors; 3) approbation of a model for evaluation of human \u2013 AI interaction based on the Job Demands-Resources model.    <\/p>\n<p>The project\u2019s results will contribute the acquisition of new knowledge about employee attitudes towards AI, personal resources (trust in AI, digital readiness), working environment demands, and work engagement \u2013 key factors for the retention of highly qualified personnel within the country as well as for the acceleration of technological development. The nationally representative findings regarding attitudes towards AI, employee trust, AI use regulations, etc. will facilitate the detection of existing specifics within the separate economic sectors and will expand the present understanding of digital transformation and intelligent specialization of organizations within a national context. The developed linguistic models and training algorithms for application within specific sectors (e.g, administration, education, etc.) will facilitate knowledge transfer from an academic to a business context, and will foster the productivity and competitiveness of the national economy. The projects\u2019 results will outline scientifically driven guidelines for management practices directed at successful and ethical digital transformation within organizations, placing the human individual \u2013 together with their needs and potential \u2013 at the center of human \u2013 AI interaction.   <\/p>\n","protected":false},"featured_media":0,"template":"","godini":[75,93,190,145,189],"class_list":["post-18012","proietsts","type-proietsts","status-publish","hentry","godini-75","godini-2025-en","godini-190","godini-145","godini-2026-en"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.6 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Digital transformation in organizations: Model of key psychological determinants in human - artificial intelligence interaction - \u0418\u0418\u041d\u0427 - \u0418\u043d\u0441\u0442\u0438\u0442\u0443\u0442 \u0437\u0430 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435 \u043d\u0430 \u043d\u0430\u0441\u0435\u043b\u0435\u043d\u0438\u0435\u0442\u043e \u0438 \u0447\u043e\u0432\u0435\u043a\u0430 \u043a\u044a\u043c \u0411\u0410\u041d<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/iphs.eu\/en\/proietsts\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Digital transformation in organizations: Model of key psychological determinants in human - artificial intelligence interaction - \u0418\u0418\u041d\u0427 - \u0418\u043d\u0441\u0442\u0438\u0442\u0443\u0442 \u0437\u0430 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435 \u043d\u0430 \u043d\u0430\u0441\u0435\u043b\u0435\u043d\u0438\u0435\u0442\u043e \u0438 \u0447\u043e\u0432\u0435\u043a\u0430 \u043a\u044a\u043c \u0411\u0410\u041d\" \/>\n<meta property=\"og:description\" content=\"Project \u2116 \u041a\u041f-06-\u041d95\/6 funded under the Competition for financial support of basic research projects \u2013 2025, Scientific Research Found, Ministry of Education and Science Duration of the project: 36 moths [&hellip;]\" \/>\n<meta property=\"og:url\" content=\"https:\/\/iphs.eu\/en\/proietsts\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\/\" \/>\n<meta property=\"og:site_name\" content=\"\u0418\u0418\u041d\u0427 - \u0418\u043d\u0441\u0442\u0438\u0442\u0443\u0442 \u0437\u0430 \u0438\u0437\u0441\u043b\u0435\u0434\u0432\u0430\u043d\u0435 \u043d\u0430 \u043d\u0430\u0441\u0435\u043b\u0435\u043d\u0438\u0435\u0442\u043e \u0438 \u0447\u043e\u0432\u0435\u043a\u0430 \u043a\u044a\u043c \u0411\u0410\u041d\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-09T10:47:41+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/iphs.eu\\\/en\\\/proietsts\\\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\\\/\",\"url\":\"https:\\\/\\\/iphs.eu\\\/en\\\/proietsts\\\/digital-transformation-in-organizations-model-of-key-psychological-determinants-in-human-artificial-intelligence-interaction\\\/\",\"name\":\"Digital transformation in organizations: Model of key psychological determinants in human - 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