Objective
The GenLab project explores the relationship between technology, creativity and work in the context of emerging forms of labour mediated, augmented and captured by “generative artificial intelligence” (gen-AI) technologies. In recent years, gen-AI has found application across the service industries, where it partially automates the production of media content, social interactions, or language. AI can not exist without human labour, but who “generates” what in the relation between humans and gen-AI? The project investigates the ways workers perceive their creativity in the encounter with gen-AI, how they perceive the collective nature of their labour, the role of automation in capturing their activities, and how they find meaning in work. To this end, it merges a critical technology lens with a labour analysis that centres workers’ agency and uniquely situated knowledge of gen-AI. The project introduces the concept of “generative labour”, which is founded on the idea that the generation of novelty distinguishes human labour, as well as on the view that all labour is inherently creative, challenging existing separations between manual, relational, and intellectual work to embrace an expansive definition of creativity. The concept of “generative labour” will be tested against 4 case studies across the division of labour in core EU economic sites that cut across the service industry, such as fashion, IT, contact service, and aviation, representing a geographical, economic, and occupational diversity of cases. The project represents the first comprehensive empirical research on the lived experiences of “generative” workers; methodologically, it experiments with an innovative strategy to study the materiality of technology through workers’ uniquely situated knowledge; theoretically, it aspires to rethink the interpretative categories for the study of the relationship between technology, creativity and work in the context of the new forms of work of the digital era.
Fields of science (EuroSciVoc)
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Keywords
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Project’s keywords as indicated by the project coordinator. Not to be confused with the EuroSciVoc taxonomy (Fields of science)
Programme(s)
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
Multi-annual funding programmes that define the EU’s priorities for research and innovation.
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HORIZON.1.1 - European Research Council (ERC)
MAIN PROGRAMME
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Topic(s)
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Calls for proposals are divided into topics. A topic defines a specific subject or area for which applicants can submit proposals. The description of a topic comprises its specific scope and the expected impact of the funded project.
Funding Scheme
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
Funding scheme (or “Type of Action”) inside a programme with common features. It specifies: the scope of what is funded; the reimbursement rate; specific evaluation criteria to qualify for funding; and the use of simplified forms of costs like lump sums.
HORIZON-ERC - HORIZON ERC Grants
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Call for proposal
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
Procedure for inviting applicants to submit project proposals, with the aim of receiving EU funding.
(opens in new window) ERC-2025-ADG
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Net EU financial contribution. The sum of money that the participant receives, deducted by the EU contribution to its linked third party. It considers the distribution of the EU financial contribution between direct beneficiaries of the project and other types of participants, like third-party participants.
40126 Bologna
Italy
The total costs incurred by this organisation to participate in the project, including direct and indirect costs. This amount is a subset of the overall project budget.