20.500.12556/ReVIS-12242 Modern Slavery in the Gig Economy: Analysing the Exploitation of Gig and Freelance Workers through AI-Driven Communication Strategies and Automated Surveillance Sodobno suženjstvo v gig ekonomiji: Analiza izkoriščanja gig in samostojnih delavcev s komunikacijskimi strategijami, ki jih poganja umetna inteligenca in avtomatiziranim nadzorom Purpose: In modern corporate slavery, especially in Gig and freelance there is a significant gap concerning the critical analysis of AI-driven communication technologies and automated surveillance instruments in continued exploitation. This article aims to explore how modern communication and AI technologies contribute to modern slavery within the gig economy by focusing on understanding the mechanisms through which AI-driven communication systems and automated surveillance techniques impact the autonomy, earnings, and rights of gig and freelance workers. Study design/methodology/approach: Through qualitative research, this article responds to how AI-driven communication and automated surveillance practices aggravate or mitigate the exploitation of gig and freelance workers. The authors interviewed twenty-two gig and freelance workers and six managers who employed gig and freelance employees. Moreover, Foucault's Theory of Surveillance (Panopticism), Labour Process Theory (LPT), and Technological Mediation Theory (TMT) helped to understand the crossroad between technological control, economic exploitation, and moderated communication. Findings: The results demonstrated that AI-powered communication systems improve efficiency and task distribution. However, they concurrently create power imbalances. Besides, this encourages continuous monitoring and algorithmic control, which creates employee dissatisfaction and marginalization. Originality/value: This research reinforces the discourse on labor practices within the digital economy by emphasizing the convergence of AI and modern slavery. On the other hand, it offers organizations insights into ethical AI usage for transparent communication practices in corporate slavery. Namen: V sodobnem korporativnem suženjstvu, zlasti pri delu na gig in samostojnih podjetjih, obstaja precejšnja vrzel glede kritične analize komunikacijskih tehnologij, ki jih poganja umetna inteligenca, in avtomatiziranih nadzornih instrumentov v nenehnem izkoriščanju. Namen tega članka je raziskati, kako sodobne komunikacijske tehnologije in tehnologije umetne inteligence prispevajo k sodobnemu suženjstvu znotraj ekonomije gig, s poudarkom na razumevanju mehanizmov, prek katerih komunikacijski sistemi, ki jih poganja umetna inteligenca, in tehnike avtomatiziranega nadzora vplivajo na avtonomijo, zaslužke in pravice delavcev na gig in samostojnih podjetjih. Zasnova/metodologija/pristop študije: S kvalitativno raziskavo ta članek odgovarja na to, kako komunikacija, ki jo poganja umetna inteligenca, in avtomatizirane nadzorne prakse poslabšajo ali blažijo izkoriščanje delavcev na gig in samostojnih podjetjih. Avtorji so intervjuvali dvaindvajset delavcev na gig in samostojnih podjetjih ter šest menedžerjev, ki so zaposlovali delavce na gig in samostojne podjetnike. Poleg tega so Foucaultova teorija nadzora (panopticizem), teorija delovnega procesa (LPT) in teorija tehnološke mediacije (TMT) pomagale razumeti stičišče med tehnološkim nadzorom, ekonomskim izkoriščanjem in moderirano komunikacijo. Ugotovitve: Rezultati so pokazali, da komunikacijski sistemi, ki jih poganja umetna inteligenca, izboljšujejo učinkovitost in porazdelitev nalog. Vendar hkrati ustvarjajo neravnovesja moči. Poleg tega to spodbuja nenehno spremljanje in algoritemski nadzor, kar ustvarja nezadovoljstvo in marginalizacijo zaposlenih. Izvirnost/vrednost: Ta raziskava krepi diskurz o delovnih praksah znotraj digitalnega gospodarstva s poudarkom na konvergenci umetne inteligence in sodobnega suženjstva. Po drugi strani pa organizacijam ponuja vpogled v etično uporabo umetne inteligence za transparentne komunikacijske prakse v korporativnem suženjstvu. modern corporate slavery gig economy freelance communication AI true false false Angleški jezik Slovenski jezik Članek v reviji 2025-09-19 13:36:24 2025-09-19 13:36:24 2025-10-01 14:30:36 0000-00-00 00:00:00 0 0 0 No. 1 Vol. 14 2025 0000-00-00 Zaloznikova Objavljeno NiDoloceno 0000-00-00 0000-00-00 2025-06-25 2232-5107 2232-5697 https://doi.org/10.53615/2232-5697.14.221-235 https://toknowpress.net/submission/index.php/ijmkl/article/download/203/136 1 df395694-954c-11f0-9bb7-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=14306 RAZ_Gabelaia_Ioseb_0.pdf RAZ_Gabelaia_Ioseb_0.pdf 1 A4991FED43C131FD636D8B4CA4BDAC85 6df3781a702294855d6e5fc87d7352a01204e262803d4713e2bcbee9eb3babbb 1d23f89f-954d-11f0-9bb7-001a4af901a5 https://revis.openscience.si/Dokument.php?lang=slv&id=14307 Mednarodna fakulteta za družbene in poslovne študije 0 0 0