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This study focuses on entry-level professionals in knowledge work (ELPs) and highlights how ELPs reshape their work in response to the adoption and integration of GenAI in the workplace. Drawing on the theoretical lens of job crafting and building on insights from a qualitative study in consultancy, this research shows how ELPs use GenAI to proactively (re)craft their work tasks and relationships. Moreover, the study identifies a third behavioral dimension of job crafting that is becoming particularly salient in light of GenAI\u2019s novel capabilities: signal crafting, which reflects ELPs\u2019 use of GenAI to shape others\u2019 perceptions of the distinctiveness and value of ELPs\u2019 work. Further, the paper sheds light on the consequences arising from ELPs\u2019 job crafting behaviors. This study contributes to the literature on (Gen)AI and knowledge work by providing a nuanced understanding of GenAI and its implications for ELPs, their work and career prospects.<\/jats:p>","DOI":"10.1007\/s12599-025-00959-x","type":"journal-article","created":{"date-parts":[[2025,8,6]],"date-time":"2025-08-06T11:12:30Z","timestamp":1754478750000},"page":"595-613","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":7,"title":["Generation AI: Job Crafting by Entry-Level Professionals in the Age of Generative AI"],"prefix":"10.1007","volume":"67","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2777-7157","authenticated-orcid":false,"given":"Anne-Sophie","family":"Mayer","sequence":"first","affiliation":[]},{"ORCID":"https:\/\/orcid.org\/0000-0003-1549-6072","authenticated-orcid":false,"given":"Reza M.","family":"Baygi","sequence":"additional","affiliation":[]},{"given":"Reinout","family":"Buwalda","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2025,8,6]]},"reference":[{"issue":"3","key":"959_CR1","first-page":"349","volume":"20","author":"CL Aasheim","year":"2009","unstructured":"Aasheim CL, Li L, Williams S (2009) Knowledge and skill requirements for entry-level information technology workers: a comparison of industry and academia. 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