OPINION: We’re Not All Going to Lose Our Jobs to AI
Written by: Anthony Ferrier (Managing Director, Choir Digital)
A few years ago, I went through a superhero movie phase, enthusiastically watching multiple franchises, but over time my interest faded.
What changed? The stakes of these movies became increasingly inflated to the point of being ridiculous / incoherent. Stories progressed from saving a city, to saving a country, to saving the planet, and eventually the entire universe. As the stakes escalated, more characters were introduced to justify the inflated narrative and dramatic impact (always at the last-second). With the escalation undermining credibility and interest, I moved on.
I believe a similar dynamic is emerging in the AI landscape today.
The initial message from tech leaders was that AI would disrupt established business models and impact a range of white-collar roles. Over time, this message has expanded to encompass radical disruption to virtually every role, sector, economy, and aspect of society. These narratives are often delivered by executives who excel at articulating a compelling / horrifying vision of the future.
Major consulting firms and research organisations frequently validate and amplify these claims, often with vested / aligned interests. To be fair, I lead a small AI / Digital consultancy, and we benefit from the impact of AI.
Non-technology business leaders also playing an important role in perpetuating this narrative.
In challenging economic conditions, organisations frequently face difficult workforce decisions. Framing workforce reductions as AI-driven transformation, rather than purely performance-driven restructuring, positions a negative short-term action into a positive forward-looking strategic investment. So who wouldn’t push that narrative out there?
At the same time, we are witnessing unprecedented levels of investment in AI infrastructure and capabilities.
Technology companies and investors are committing substantial capital in anticipation of this radical disruption. Based on the historic investment levels, no less than disrupting every aspect of our lives is needed to justify the investment.
However, history shows that technological hype cycles rarely unfold smoothly; early optimism is often followed by a period where investment, expectations, and commercial reality need to realign.
As a strategy consultant who has spent many years working alongside technology-driven organisations, I have observed multiple cycles of innovation where leaders confidently asserted “this time it’s different.” While technology has consistently driven meaningful progress, the pace and scale of disruption often unfold slower and to less broad impact than initial narratives suggest.
It is important to be clear: AI is having a substantial impact on the economy and workforce.
From the Industrial Revolution to the introduction of personal computers and ATMs, each wave of innovation has generated similar fears and speculation. In practice, these technologies reshaped work and value creation, rather than eliminating it entirely.
Organisations adapted. New roles emerged. Productivity improved. Economic output expanded.
More recently, the global response to COVID-19 demonstrated the adaptability of businesses and individuals. Virtually overnight, organisations adopted digital tools, remote working models, and new approaches to maintain continuity and create value under unprecedented constraints. This adaptability illustrates a fundamental truth: while technology changes how work is performed, people and organisations evolve alongside it.
I believe AI will follow a similar impact than technology disruption than in the past.
There will be disruption, and there will be adjustment. Some roles will change significantly or disappear, but new roles will emerge. Businesses will integrate AI to enhance efficiency, decision-making, and customer experience. New products and revenue sources will be created, which will continue to drive employment, I expect enhanced by AI-driven tools. The most likely outcome is evolution rather than wholesale replacement of the workforce.
In my view, elements of the current AI narrative are being amplified to justify significant investment, historically high PE’s and position organisations as leaders in a transformative technological era. While AI represents a genuine step forward in capability, the more extreme predictions of universal job displacement are likely overstated, at least in my opinion.
As the saying goes, ‘the future is here, it’s just unevenly distributed.”
Society has repeatedly demonstrated its ability to adapt to technological change. Businesses, workers, and institutions adjust, learn, and evolve. AI will accelerate this process, but it will not fundamentally alter our capacity to respond.
Change is coming. But as individuals and as a society, I believe we will navigate it, as we always have.
If you’d like to talk about the impact of AI on your organisation and / or workforce, give us a call. We’d love to explore the impact that you can create in this changing environment.
Cheers
Anthony