OCM Is a Game-changer for AI
Generative AI (Gen AI) has emerged not just as a powerful tool, but as a systemic disruptor across organizations. For seasoned Organizational Change Management (OCM) practitioners, this isn't just another technology rollout—it represents a unique opportunity to redefine the value OCM brings to the table. We met with Amber Conley, a Professor and Organizational Development Expert, to understand how OCM can be a game-changer in an increasingly AI-dominated world.
Traditionally, OCM has approached change with a defined focus: implementing a new tool, relocating an office, or integrating a new system. The process often involves identifying stakeholders, assessing impacts, building communication strategies, and designing training programs. While effective, this approach can become limiting when applied to Gen AI. Viewing Gen AI as merely a functional or departmental change—say, enhancing marketing workflows—misses the broader, organization-wide implications.
What is ‘Gen AI’?
Gen AI, short for Generative Artificial Intelligence, refers to AI systems designed to generate content—such as text, images, audio, video, or even code—based on the patterns and data they’ve been trained on. These systems can create new, original content rather than just analyzing or classifying existing data.
The flip: from functional to systemic thinking
When we approach Gen AI with a traditional OCM mindset, we risk optimizing within silos. For example, a marketing team might leverage Gen AI to generate faster, higher-quality content. But this functional success creates ripple effects. Legal teams must now adapt to an increased volume of content reviews. Sales teams might need to align their outreach strategies with this accelerated content pipeline. Product development could seize the opportunity to iterate faster based on real-time insights.
These interdependencies—the seams between functions—are where true transformation happens. Effective OCM practitioners must shift their lens from isolated impacts to systemic connections, recognizing how one change sets off a chain reaction across the organization.
How can OCM practitioners prepare for Gen AI?
Many organizations still view OCM as a tactical function—something brought in to manage training or create communication plans after decisions are made. But Gen AI demands that OCMers have a more strategic seat at the table. To be successful in a Gen AI world, OCM consultants should consider:
Adopting a holistic view: Whether internal or external consultants, OCM practitioners must advocate for a broader view of change, articulating how Gen AI affects not just one team, but the entire organizational ecosystem. Move beyond functional impacts and look at organizational dynamics, interdependencies, and behavioral shifts. If OCM consultants don’t already understand organizational dynamics, they should gain an understanding of the business innerworkings to diagnose the Gen AI cross-functional impacts.
Deepening Organizational Development (OD) skills: Change Management practitioners become a double threat when they have OCM and OD skills, especially with the systemic change that Gen AI will bring. Having a strong OD foundation equips practitioners to identify dysfunctional aspects of workflow, procedures, structures and systems, and realign them to fit current business realities/goals in the context of the systemic change that Gen AI will bring.
Demonstrating Gen AI in action: Executives often grasp the power of Gen AI when they see it in action. A live demonstration—such as showing how marketing content can be generated, refined, and published in seconds—can open eyes to downstream effects. By mapping these impacts across legal, sales, and product teams, OCM practitioners can make a compelling case for a systemic approach.
Advising on enhanced governance models: Leadership teams often operate in silos—each focused on their own agendas. While they may engage in polite discussions, true shared accountability is often lacking. The rise of Gen AI demands a shift in this dynamic. Leadership teams must adopt a more integrated approach, embracing shared accountability. For instance, if Marketing releases subpar AI-generated content, does the responsibility lie with Marketing, Legal, or Product Development? Change management experts can play a crucial role in navigating this transformation by offering insights and consulting on strategic governance models that foster collaboration and accountability.
Preparing for the future
For OCM practitioners looking to stay ahead, NOW is the time to invest in skills that bridge OCM and OD. Understanding organizational design, team dynamics, system-level change management, and advanced governance models will be critical in navigating the complex web of impacts brought on by Gen AI.
Gen AI isn’t just another tool—it’s a catalyst for reimagining how organizations operate. And OCM practitioners have a unique opportunity to guide this transformation, moving from tactical execution to strategic leadership. The question is: Are we ready to seize it?
Contact ChangeStaffing to learn more about how OCM is a game-changer for this Gen AI environment!
Thank you to Amber Conley for her thought leadership and for collaborating with us on this blog.
Written by Kylette Harrison