This qualitative, interpretivist study explores perceptions of Generative AI (GenAI) adoption among academic staff and Level 7 senior leader apprentices within a UK business school. Drawing on semi-structured interviews with sixteen participants, inductive thematic analysis revealed three interrelated themes: engagement under uncertainty, the capability gap, and the policy gap. Findings indicate that whilst participants recognise the potential utility associated with embracing GenAI, adoption is constrained by ethical sensitivity, limited application literacy, and the opacity of governance frameworks across the tripartite apprenticeship relationship. This study contributes to emergent debates on AI literacy and technological acceptance by surfacing how uncertainty is socially and structurally produced, offering practical recommendations for education providers seeking to embed GenAI both effectively and ethically.
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Lees et al. (2026) studied this question.
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