Jobs Vs Machines - Part 1: Will bots steal our bread? (Or butter it?)

“Are machines the genie which spring from Aladdin’s Lamp of Science to supply every need and desire of man, or are they Frankenstein’s monsters which will destroy man who created them?,” asked MIT president Karl T. Compton in an article he wrote in the 1938 issue of MIT Technology Review.

Well, the notion (or rather fear) that tech advancements take away people’s jobs is not new.

Compton’s conclusion was that technological “unemployment is a myth”.

Those historical concerns about technological unemployment, particularly in 1938 and the early 1960s, are relevant even today: in the context of contemporary fears surrounding Artificial Intelligence (AI) and automation. Compton at the time argued that technological progress did not lead to overall job loss, citing the creation of new industries and expanded markets.

Google’s recent strategic shift, steering its ad division toward AI-powered sales, stands as a noteworthy milestone in seamlessly integrating AI into corporate functions. The search engine giant laid off hundreds of workers in its ad sales team. And then we saw SAP, the German software giant, joining the bandwagon of tech companies investing heavily in AI, allocating over $2 billion for the integration of AI into its business as part of a comprehensive “transformation programme”.

These incidents are sparking questions about substantial job losses amid the AI advancements.

Are these signs of an impending apocalypse, foretelling more job losses due to the rise of AI? Or does this shift signify a transformative phase, emphasising adaptation and prosperity in a dynamically evolving professional landscape? What are the overarching implications of AI on employment? Adgully seeks to unravel the answers to these pressing questions and delve deeper into the multifaceted aspects of this paradigm shift in this two-part series.

Apocalyptic? Not really

Experts are of the opinion that AI will not supplant human workforce; rather the human race is entering an era of job evolution, and transformation.

Google’s pivot to AI-powered ad sales is a bellwether for the tech industry’s broader embrace of AI, a trend that is stoking fears of job losses, opines Tarun Nazar, Co-Founder & CEO, Neokred. Yet, he adds, history suggests that AI will transform jobs rather than eliminate them en masse.

According to him, the key to mitigating job displacement lies in pre-emptive upskilling, with support from both the tech industry and government initiatives. “As AI takes over routine manual tasks, humans in their new job categories will be focused on human creativity and strategic insight will emerge. Far from an employment apocalypse, we’re entering a phase of job evolution, emphasising the irreplaceable value of human ingenuity,” he says.

Google’s transition to ad sales driven by AI is part of a larger trend of sectors incorporating AI, says Sumit, CEO and Co-founder, DashLoc.

“Even while AI can simplify procedures, worries about employment displacement still exist. Automation has a complicated effect, impacting both mundane chores and fresh prospects. The role of AI is frequently viewed as an enhancement to human capabilities rather than a complete replacement. AI development and maintenance employment could grow as technology develops. Retraining and upskilling initiatives, for example, are proactive steps that must be taken to address job displacement. The ways in which society, business, and politics react to these revolutionary shifts will determine the overall effect on employment,” he adds.

Although there is a human factor in advertising, the majority of the process is supported by automation, opines Yantra founder-CEO Vikram Bhandari. However, he adds, with AI-powered sales, Ads have become more targeted and impactful, benefiting both customers and organisations. AI technologies, by enhancing efficiency through the automation of routine tasks, are simultaneously driving a shift in the job market. According to him, the impact on the job market hinges on various factors, including the industry, specific roles involved, and how organisations navigate the technological shift. “Rather than an apocalyptic scenario, the future is likely to involve a transformation of job roles, giving rise to new roles and industries. The key lies in preparing the workforce for adaptation to the changing landscape through upskilling and reskilling,” Bhandari adds.

Google has unleashed the era of collaborative intelligence, where humans and AI will join forces to drive business growth and optimisation, says Amandeep Kaur, Founder & CEO, Phoenix TalentX Branding.

So what about the transition to AI-powered sales at Google?

According to Kaur, Google’s decision to transition its ad division to AI-powered sales is part of a broader trend where companies are increasingly leveraging AI to enhance efficiency and productivity. While automation and AI can lead to job transformations, she insists that it doesn’t necessarily mean widespread job losses in an apocalyptic way.

“It often results in the displacement of certain tasks, but new roles and opportunities also emerge. Like people will now need to upskill or reskill themselves into deep AI technology stack experts or learn to use AI in their respective fields like AI-leveraged marketing or branding or sales. If AI is powering everything then you will need people to create such products too and that is an opportunity in the market for talent. Also sometimes companies choose to downsize underutilised or underperforming roles under the garb of AI-led business model transformation; so you can’t attribute all job losses to AI,” Kaur adds.

Google’s move towards AI-driven sales in its ad division mirrors a broader trend in the tech industry, emphasizing efficiency and automation, says Kajal Malik, Co-founder and CBO, PickMyWork.

This shift, according to her, doesn’t necessarily imply a looming wave of job losses, but rather a transformation of job roles. “The future job scenario, therefore, is expected to find a harmonious balance between AI’s efficiency and the unique contributions of human creativity and management. The onus is on the tech industry to ensure ethical AI development and invest in programmes for workforce retraining. Collaborative efforts between public and private sectors, coupled with an emphasis on adaptability through lifelong learning, will be key for a sustainable workforce evolution.”

(Tomorrow, Part 2 of this report will explore the need for collaboration between the tech industry and governments, and the potential long-term consequences for employment trends)