Gen AI will transform 90% of jobs in the next decade - how should business leaders prepare?

According to Cognizant research, 90% of jobs will be disrupted to some extent by generative AI (GenAI) within the next 10 years. This does not mean it is replacing humans, instead GenAI is emerging as a powerful productivity tool, reshaping roles and creating new opportunities for businesses. To navigate this seismic shift, business leaders must take proactive steps to integrate AI strategically and support their workforce through the transition.

GenAI as a productivity toolbox

Jobs heavily reliant on data input and management – such as statistical assistants, administrative support and data entry workers – are particularly vulnerable to disruption as GenAI continues to advance. These positions, which have already been historically affected by other technological advancements such as automation, face further transformation as AI increasingly handles their core value-driven tasks.

However, many other professions with high exposure to GenAI are using it to enhance their work. For example, financial analysts are using GenAI to supplement their work through customised analytics. Meanwhile, senior executives are using GenAI tools to perform tasks such as market trend analysis and simulated scenario planning to support their decision making. These roles won’t necessarily disappear from the labour market. Instead, embracing GenAI will function as a new toolbox to support their work and drive-up productivity.

Traditionally, roles such as data analysts have depended heavily on technical expertise. However, GenAI is reshaping these roles, making them accessible to professionals with diverse skillsets, such as strong communication abilities and creativity, by taking on much of the data-crunching. As GenAI increasingly handles these technical tasks the demand for individuals with ‘soft’ skills - such as creativity, strategic thinking, and effective communication—will grow, as the focus shifts toward interpreting AI insights and driving human-centric strategies.

These new capabilities can also lower the barriers of entry to certain professions, in some cases allowing entry-level workers to perform at levels previously reserved for more experienced colleagues. For example, customer experience representatives can use AI-driven insights to replicate the service quality of more experienced colleagues.

Finding the balance

While it's tempting to imagine a futuristic version of the world where human labour is automated by AI in its entirety, the reality is likely to be far more nuanced. Human interaction carries an intrinsic value that technology cannot replace. Society often finds a balance between the advantages that technology brings and the desire for human connection and analogue interactions. The ideal level of automation differs significantly depending on the industry, shaped by both operational demands and consumer preferences.

For example, factories can achieve remarkable efficiency through high levels of automation and the use of robots and AI to optimise production lines. However, industries such as hospitality will rely on the human touch to deliver meaningful experiences. Each industry should ultimately find its own balance, embracing automation where it makes sense, while preserving the human element crucial to success.

Notably, even before recent advances in AI, it’s been possible to automate large elements of the modern economy, including processes in restaurants and other leisure environments. In most cases these industries have resisted full automation, driven not just by cost considerations but by the clear preference of consumers for authentic, human-centered interactions.

The role of business leaders

It would be a mistake to believe that GenAI, and AI as a whole, will not be the reason that some jobs disappear. However, the long-term impact of AI on the workforce will largely depend on the rate and scale of AI adoption by businesses, which is subject to factors like costs, regulatory intricacies, and availability of talent; all of which remain significant hurdles for many organisations.

Business leaders will need to develop a strategy that balances innovation and purpose. and get a clear picture of how AI will impact roles across their business. This involves identifying areas where AI can complement human roles to maximise value, as well as pinpointing areas where skilling and development programs need to be implemented to help their workforce navigate these new ways of working. Embracing a proactive approach to AI integration will be key to ensure this new era of productivity serves the economy, workers and society at large.

The road ahead

As GenAI continues to reshape the workforce, its impact will depend largely on how business leaders prepare. By embracing GenAI as a tool to enhance productivity, supporting workforce upskilling, and finding the right balance between automation and human interaction, business leaders can turn disruption into opportunity.