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Prior literature has warned about unintended side effects of AI, but experiments on effort reduction when working with AI \u2013 which could threaten performance \u2013 reported mixed results. GenAI\u2019s rapid adoption combined with its specific characteristics make it critical and timely to clarify how GenAI influences knowledge workers\u2019 effort in professional settings. The qualitative study draws on 21 interviews with knowledge workers who frequently use GenAI for work. A directed content analysis, guided by expectancy theory and social loafing frameworks, revealed that most interviewees do not simply reduce effort, but rather strategically reallocate or even increase effort. They continuously learn to steer GenAI, viewing themselves as process administrators. The traditional group-based mechanisms of reduced effort or diffused responsibility do not seem to be directly transferable to human\u2013GenAI dyads in professional settings. By revealing that GenAI reshapes the factors that influence effort rather than simply eroding motivation, providing a multifaceted view of effort investment beyond mere reduction, and highlighting the interplay between human relationships and GenAI-facilitated work, this research advances the discourse on human-(Gen)AI dynamics and the unintended consequences of (Gen)AI. Recognizing these shifts when setting policies and expectations enables organizations to benefit from GenAI\u2019s potential while mitigating potential risks to performance.<\/jats:p>","DOI":"10.1007\/s12599-025-00960-4","type":"journal-article","created":{"date-parts":[[2025,8,6]],"date-time":"2025-08-06T11:12:40Z","timestamp":1754478760000},"page":"615-635","update-policy":"https:\/\/doi.org\/10.1007\/springer_crossmark_policy","source":"Crossref","is-referenced-by-count":3,"title":["From Effort Reduction to Effort Management: An Expectancy Theory Perspective on Professionals\u2019 Work Practices with Generative AI"],"prefix":"10.1007","volume":"67","author":[{"given":"Lucas","family":"Memmert","sequence":"first","affiliation":[]},{"given":"Daria","family":"Soroko","sequence":"additional","affiliation":[]},{"given":"Eva","family":"Bittner","sequence":"additional","affiliation":[]}],"member":"297","published-online":{"date-parts":[[2025,8,6]]},"reference":[{"issue":"7","key":"960_CR1","doi-asserted-by":"publisher","first-page":"902","DOI":"10.1177\/0018720818781192","volume":"60","author":"DH Cymek","year":"2018","unstructured":"Cymek DH (2018) Redundant automation monitoring: four eyes don\u2019t see more than two, if everyone turns a blind eye. 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