This study investigates the transformative impact of generative artificial intelligence (GenAI) on collaborative work processes, introducing a conceptualization of algorithmic roles that considers the locus of generation. GenAI can act as a driver, initiating solutions that are iteratively refined with human input, or as an advisor, providing feedback and critiques to enhance human-generated solutions. By examining how these roles influence the perceived value of outputs, this research shows that work produced with AI assistance is consistently valued higher by consumers compared to work completed without it, even when accounting for increased content generation. Furthermore, the findings demonstrate the significance of these roles, with GenAI as an advisor generally leading to greater perceived value compared to its role as a driver, particularly in functional tasks. Yet, a notable disconnect emerges between creators and consumers, as creators tend to undervalue their GenAI-augmented work through perceptions of the AI’s relative effort and AI-enabled work quality. This study contributes to the growing body of literature on human-GenAI collaboration and offers actionable insights for individuals and organizations seeking to strategically employ generative technologies to achieve desired work outcomes.
