Generative AI for Competitive HR Strategies: Substitution or Empowerment?

Dear readers, welcome to our #weekly #newsletter , provided by Turtle's AI ! As #ArtificialIntelligence (#AI ) continues to transform the #workplace , how can we ensure it #empowers rather than #replaces human #workers ? This week's newsletter explores the debate around AI in #HumanResources #HR ). We'll look at how new technologies like #generativeAI can automate #routine #tasks , allowing #employees to focus on more strategic, creative work. Join us - and please consider following our newsletter - as we discuss reshaping mindsets and roles to create a more engaging, productive workplace in the AI era.

As the tides of technology roll in, they bring with them a new wave of possibilities, opportunities, and challenges. The same tide that once brought us the Industrial Revolution, the Internet, mobile technology, and data analytics, is now bringing us Artificial Intelligence (AI), and with it, a new era of potential transformations in the workplace. In the realm of Human Resources (HR), the debate is intensifying: does AI signify a substitution or an empowerment for HR professionals?

AI: Friend or Foe?

To answer this question, it's crucial to contextualize AI within the broader schema of management and organization theories. The Technological Determinism theory, for instance, posits that technology shapes society and impacts all forms of cultural and social organization. Put simply, technology is the driver of change. However, the Social Construction of Technology (SCOT) argues that humans and societies play a significant role in shaping technologies and their use. In the context of AI, this would mean that its impact on jobs and the workplace is not predetermined but can be shaped by human action.

In the HR realm, AI's potential for automation is undeniable. According to a study by McKinsey, about half of work activities globally could theoretically be automated using currently demonstrated technologies. However, this doesn't necessarily mean that half of all jobs will be replaced. Rather, it implies that specific tasks within jobs could be automated, freeing up time for human workers to focus on other, higher-value tasks.

Recent developments have shown that the fear of AI causing mass unemployment is not as imminent as some have predicted. An article just published in Business Insider, titled "ChatGPT isn't good enough to take jobs and is unlikely to cause mass layoffs", discusses how AI tools, even as sophisticated as ChatGPT, don't easily replace human jobs. The reality is that AI technology, however impressive, is not good enough to handle most jobs yet without human intervention. Besides, many companies are finding that integrating AI into their workforce is more challenging than initially thought, further emphasizing the role of human action in shaping the technology and its impact.

A Paradigm Shift: From Substitution to Empowerment

This brings us to the crux of the matter: instead of focusing on job elimination, we should be looking at job expansion. What else could employees be doing to advance the mission? AI, and particularly generative AI, has the potential to be a powerful tool in augmenting human capabilities, rather than replacing them.

Generative AI, which leverages machine learning to generate new data that resembles the input data, can automate routine and mundane tasks, freeing up employees to focus on strategic and creative tasks that add more value to their organizations. This is in line with the Resource-Based View (RBV) theory, which emphasizes the strategic application of a firm's resources. According to RBV, firms can gain a competitive advantage by identifying valuable, rare and inimitable resources and using them effectively.

At Turtle's AI , we would recommend that people — managers and employees at every level — upskill and reskill first and foremost with generative AI, and work to understand how generative AI can be leveraged in their particular role or function.

In fact, the right trend seems to be that AI is used to enhance human capabilities, rather than replace them outright. The aforementioned Business Insider article cites the example of the law firm Allen & Overy, which hasn't replaced a single person with its AI tool, Harvey. The AI is used to assist with tasks, not to take over entire roles. This example further underscores the potential of AI as a tool for empowerment in the workplace.

A New Era of Work: Redefining Roles and Reprioritizing Resources

Let's consider a few examples. In recruitment, a generative AI tool could sift through thousands of resumes, quickly identifying the most suitable candidates based on the job requirements. This would free up recruiters to spend more time on interviewing and candidate engagement — activities which require a human touch.

In employee development, instead of spending hours creating personalized learning plans, HR managers could use generative AI to create personalized learning paths based on each employee's skills, interests, and career goals. This would allow HR managers to focus more on strategic planning and employee engagement, fostering a culture of learning and growth within the organization.

From an employee standpoint, the time saved from automated tasks could be reallocated to learning new skills, participating in strategic projects, or engaging in innovative activities. This not only leads to better job satisfaction but also fosters a culture of continuous learning and innovation.

However, this shift towards generative AI requires a change in mindset. It requires viewing AI not as a threat, but as a tool for empowerment. It requires understanding that, while roles may be redefined, the trend towards job expansion and new technologies can help small and medium businesses (SMBs) compete with bigger businesses.

It's true that the biggest companies may focus on job elimination via AI due to shareholder pressure and, let's face it, greed. However, this is not a foregone conclusion. The Social Construction of Technology theory reminds us that we have a role in shaping how AI is used. By focusing on empowerment rather than substitution, we can use AI to create a more engaging and productive workplace.

As we navigate this new era of work, it's important to maintain a balanced perspective. While some fear the potential of AI to cause job losses, others, like venture capitalist Sarah Guo , argue that "the demise of industries due to AI is just not going to be a thing". Guo's statement highlights the idea that AI's role in the future of work may be less about job elimination and more about job transformation.

Now, we pass the baton to you. How do you think generative AI can redefine roles and reprioritize resources in your organization? How can we collectively shape the use of AI to create a better future of work? We invite you to join us in this open discussion. The future isn't set in stone, but together, we can shape it.