AI and the future of work: Winners get more out of their people

Many organisations still approach AI primarily as a cost-saving initiative. Efficiency gains and workforce reduction often dominate the conversation. While efficiency certainly matters, organisations that focus exclusively on reducing costs risk missing the much larger opportunity. The more important question is what value AI can create for customers, employees and the business as a whole.

AI’s greatest potential lies not in replacing people but in enabling organisations to deploy them more effectively. Some organisations are already demonstrating what this can look like in practice. Rather than using AI-driven automation to reduce headcount, they are using it to free employees to focus on higher-value activities that strengthen customer relationships and improve business outcomes.

At the same time, AI is fundamentally changing the nature of knowledge work. Professionals suddenly have access to capabilities that were previously spread across multiple specialist roles. Research, content creation, analysis and problem-solving can all be accelerated through AI. This does not make expertise less important. On the contrary, craftsmanship, creativity, judgement and domain knowledge become even more valuable as AI expands what individuals can achieve.

Many organisations, however, remain stuck in experimentation mode. Employees test tools and discover new possibilities, but underlying workflows remain largely unchanged. To unlock meaningful value, organisations must move beyond experimentation and rethink their processes end-to-end. This requires collaboration between business experts, AI specialists, process designers and leaders who can collectively identify where value is created and how work should evolve.

The organisations making the fastest progress are often those that combine practical experimentation with clear business objectives. People learn most effectively by applying AI to real challenges rather than sitting through generic training programmes. Hands-on experience builds confidence, develops capabilities and helps teams understand where AI can genuinely improve outcomes.

Yet adoption alone is not enough. Leaders must think carefully about scale and impact. If organisations simply use AI to produce more emails, presentations and reports, they may increase activity without creating additional value. The real opportunity lies in redesigning work, reallocating time and focusing people on activities that matter most.

As AI becomes more deeply embedded in organisations, the skills that matter will also change. Technical prompting skills are useful, but critical thinking, problem definition and judgement will become increasingly important. Employees need to understand how to frame problems, challenge outputs and make informed decisions. AI should be treated as a highly capable contributor, but one whose work still requires human oversight and evaluation.

Organisations must also be mindful of unintended consequences. Automating routine tasks can leave employees handling only the most complex and emotionally demanding work. Without careful redesign, this can increase pressure on them rather than reduce it. Supporting employees to develop new capabilities and adapt to new responsibilities will therefore be essential.

Looking ahead, demand is growing for professionals who combine deep expertise with a broader understanding of systems, products, business processes and AI. Organisations increasingly need people who can connect disciplines and see the bigger picture rather than just operating within narrow specialisms.

This trend will accelerate as agentic AI matures. Organisations will increasingly deploy AI agents with specialised roles that collaborate as digital teams. These capabilities have the potential to fundamentally change how work is organised and delivered across industries.

Despite ongoing concerns about it displacing jobs, the conversation around AI is becoming more nuanced. Human capabilities such as empathy, innovation, judgement and complex decision-making remain critical. The organisations that succeed will not be those with the fewest employees. They will be the organisations that use AI to help their people create more value than ever before.

Read the article in NRC in Dutch.