Can Gen AI Make Jobs More People-Centric? A Perspective on the Future of Work

As generative AI continues to evolve, it’s not just reshaping our work; it's challenging us to reconsider what it means to be human in the workplace. Over the last 20 months, my role as the leader of a B2B digital communication agency has been profoundly shaped by generative AI. This technology, which has swiftly integrated into our processes and workflows, serves as a constant reminder of the importance of fostering human empathy and connection—qualities that remain uniquely human and irreplaceable by any machine.

But as we look to the future, the big question is: Can generative AI make jobs more people-centric? I firmly believe the answer is yes—it can and will.

The Productivity Paradox: Machines and Humans in Harmony

Generative AI has the potential to automate up to 30% of business activities across occupations by 2030, according to a McKinsey report. This significant shift could initially seem like a threat to the traditional workforce. However, I see it as an unprecedented opportunity to redefine the very nature of work.

I imagine a world where the mundane is automated, leaving us free to focus on the work that truly matters—the creative, the collaborative, and the strategic. As machines become better at being machines, it’s time for us to excel at being human.

The Human Advantage: EQ and Cognitive Skills as Differentiators

In this new landscape, the real differentiators won't be technical skills alone but higher cognitive abilities and emotional intelligence (EQ). These are the skills that machines cannot replicate—skills like critical thinking, problem-solving, and the ability to connect with others on a deep, emotional level.

Research from the majority of the top consultancy firms underscores this shift, showing that as AI takes over more routine tasks, the demand for cognitive and social-emotional skills will only grow. In my own company, we've embraced this shift by fundamentally changing our processes. We've created an environment where creativity and collaboration are not just encouraged but are essential. The result? A more dynamic, fun, and innovative culture where the best ideas win, regardless of where they come from.

One of the most amazing results of challenging all processes and being open to new ways of doing old things is that our production unit has transformed into a center of excellence, delivering value we could only dream about just one year ago. Also, the experts at our firm are now black-belt superninjas—value for effort is up tremendously. Yet, I believe this is a window of opportunity, as the new normal is delivering much more for less effort!

Embracing Change: The Challenges Ahead

This transition is not without its challenges. The biggest risk lies in the complacency of white-collar workers who resist change or fail to stay curious. In this rapidly evolving landscape, I believe it's up or out. Companies and leaders who aren't bold enough to confront these shifts head-on will inevitably fall behind and risk becoming obsolete. Therefore, upskilling and reskilling are no longer optional—they are essential for all white-collar workers in leading companies. At my company, we’ve taken steps to overhaul our processes to prepare for this massive shift. While we’re still learning and adapting, these efforts have helped us become more engaged and resilient as we navigate the challenges ahead.

Building the Future Together

Together, we’re not just building a future; we’re responsible for pushing beyond the ordinary and creating significant positive impacts. Generative AI presents an unprecedented opportunity to make jobs more people-centric, fostering environments where humans can thrive in ways that were previously unimaginable.

But this journey is not one we should undertake alone. I encourage you to share your insights, challenge my thought process, and engage in this dialogue. No one knows exactly what the future will hold, but by collaborating and sharing our hypotheses, we can navigate this transformative period with confidence and purpose.

In closing, humans have spent decades trying to understand computers, but now, as they begin to understand us, it’s our turn to excel at being human—and to build amazing companies that shape a fantastic and inclusive future for the next generation.

Author Bio: I’m Gabriel Ghavami, founder of GO MO Group. Working with ChatGPT-4, I’m exploring how technology can enhance human-centric work, blending traditional marketing with AI to develop thoughtful strategies in B2B digital marketing.

Contact : [email protected]

Sources of Inspiration: I’m inspired by the intersection of technology and human connection, the continuous learning required in today’s world, and insights from industry leaders. The McKinsey report on generative AI has also significantly shaped my perspective on the future of work.