Catalyst for change or cost-saving distraction? Davos debates AI’s impact on jobs

The discussion left no stone unturned, ranging from the fundamental shifts in recruitment to the subtle but transformative ways AI is reshaping employee performance and business strategy. But it was Danielle Li, MIT’s David Sarnoff Professor of Management of Technology, who delivered the gut punch:

“It’s easier to see the things we have that will disappear than imagine the things we don’t yet have that will appear.”

Her words crystallized the unease and opportunity swirling around AI in the workplace. Yes, some roles will vanish, but new ones will emerge, powered by technology’s ability to disseminate knowledge at scale.

AI: A teacher, not a tyrant

Li shared a study that illuminated how AI could level up even novice employees. At a company using an AI-powered chat assistant, productivity among lower-skilled workers surged by 30%. The secret? AI distilled the expertise of top performers into actionable guidance available on day one.

This wasn’t just automation for its own sake. Employees trained with AI didn’t simply parrot suggestions – they absorbed the skills. Even when the system went offline, their elevated performance remained.

“What AI does is extraordinary – it captures the expertise of the best and spreads it across the workforce,” Li explained.

Rethinking recruitment

Julie Sweet, chief executive of Accenture, emphasized how AI is shaking up recruitment strategies. Accenture now hires 40% of its entry-level workforce without the equivalent of a four-year degree. Instead of fixating on formal education, the company focuses on skills-based hiring – a shift made possible by AI-powered assessments and training programs.

“Skills-based HR is the future,” Sweet declared. “We’re rewriting job descriptions to reflect what people actually need to succeed, and AI helps us do that at scale.”

This approach has unlocked a more diverse talent pool while addressing long-standing inequities in the workplace.

The growth imperative

For Carl Eschenbach, chief executive of Workday, and other panelists, the conversation wasn’t just about cost-saving efficiencies. It was about using AI as a growth engine.

“The most successful companies aren’t just looking at cost reductions,” Eschenbach said. “They’re using AI to drive growth through better customer experiences, faster time to market, and increased productivity.”

This growth mindset is critical, particularly for marketers. AI doesn’t just automate tasks; it creates opportunities to deepen customer connections, refine targeting strategies, and innovate at speed. For The Drum’s audience, this is a wake-up call: invest in AI not as a threat to creativity but as an amplifier of it.

A new leadership mandate

Still, the panel didn’t shy away from AI’s challenges. Gabriella Rosen Kellerman, chief innovation officer at BetterUp, noted that leadership plays a pivotal role in guiding employees through this technological shift. Without clear guidance, employees risk falling into what she called the “copy-and-paste trap.”

“Leaders need to cultivate AI literacy and show their teams how to co-create with these tools,” Kellerman said. “Otherwise, AI becomes a distraction rather than a driver of progress.”

Looking ahead

The panel’s conclusion was clear: AI isn’t a replacement for human ingenuity – it’s a tool to unlock it. But harnessing its potential requires a mindset shift from fear to growth, from cost-cutting to innovation.

For marketers, this means leaning into AI as both a creative and operational ally. It’s not just about what’s lost in the transition; it’s about what can be built when technology meets imagination.

As Danielle Li so aptly put it: “The future of work isn’t about holding on to what we have. It’s about using AI to create what we haven’t yet imagined.”

And for those ready to embrace this shift, the possibilities are limitless.