Navigating the New Efficiency: AI, Time, and the Modern Professional

Back in 1999, I was one of many working in the exciting world of "dot-com." Surrounded by other bright-eyed digital creatives that were scrambling to both learn on the fly as well as keep up with the advancements and discoveries of others, it was an incredible moment in time. While ultimately fleeting (over for me by 2002), one of the things I loved doing was to wax philosophical both on what was happening around us in Chicago and around the country in the industry, as well as finding others who were also exploring the connections between what and how we had previously done work with the application of this amazing new technology.

I distinctly remember reading (and still have it in front of me on my bookshelf) the book "Faster: The Acceleration of Just About Everything" by James Gleick, published in 1999. I remember being immediately struck by its concept: a thought-provoking exploration into the quickening pace of life, a phenomenon accelerated by technological advancements and the societal changes they brought with them. As I celebrate (as should we all) what is incredibly the 25th anniversary of this book in 2024, its insights into the complexities of our relationship with time have only grown more relevant.

Through a blend of anecdotes, historical analysis, and an examination of differing cultural attitudes toward time, "Faster" painted a detailed picture of a society enthralled by the pursuit of speed and efficiency. Remarkably, Gleick’s suggestion that the obsession with saving time frustratingly leads to a scenario where time is more valued and, yet feels increasingly scarce, resonates even more in today's AI-driven world.

In reference to the perception of time, Gleick uncovers the irony that, despite the advent of devices and systems aimed at saving time (now currently advanced by AI’s integration into daily life) people often find themselves more pressed for time than ever before.

He highlights the impact of this acceleration across various aspects of life, including our eating habits, work routines, and entertainment choices. The book also introduced the concept of "time sickness," a term he uses to describe the chronic state of stress and urgency brought on by the endless speed of modern existence.

In 2024, as AI continues to reshape our professional and personal landscapes, enabling tasks to be completed with unprecedented speed, Gleick’s reflections compel us to consider all over again how this relentless drive for efficiency influences our perception of time, our productivity, and our overall quality of life. "Faster" stands as a seminal reflection on the consequences of inhabiting a world where everything moves at breakneck speed, urging readers to contemplate the enduring imbalance of technological progress: that in our quest to master time through ever-faster means, we risk being outpaced by it. I still love this book...

The Legacy of "Faster" and the Paradox of Zeno

In "Faster,” Gleick invokes Zeno's Paradox as a metaphorical framework to explore the paradoxical effects of technological acceleration on our perception of time and productivity. Those who know me, know that I have a mild obsession with this concept. Zeno of Elea, an ancient Greek philosopher, was famous for his paradoxes that challenged the notion of motion and change. One of the most well-known among these is the paradox of Achilles and the Tortoise, in which Zeno argues that swift Achilles can never overtake the slowly moving tortoise if the tortoise is given a head start, because Achilles must first reach the point where the tortoise began, by which time the tortoise will have moved forward, and so on ad infinitum (does your head hurt, yet?).

Gleick cleverly uses Zeno's Paradox to draw an analogy to modern life's acceleration due to technological progress. Just as Zeno's paradox illustrates the illusion of motion through an infinite division of space, Gleick suggests that the continuous advancements in technology, designed to save us time and streamline our lives, has led us to the sensation that we have less time than ever before. This is because, with each increment of time saved, there brings an expectation to accomplish more, fill the time with more tasks, or consume more information, thus creating an endless cycle where time constantly feels insufficient despite the efficiencies gained.

Invoking Zeno's Paradox serves to highlight the irrational nature of our relationship with time in the age of technological acceleration. Despite the logical understanding that technologies like email, instant messaging, AI, and faster transportation should free up our time, the reality often feels quite the opposite. We find ourselves caught in an endless loop of attempting to catch up, much like Achilles with the tortoise, where the goal of having extra time or feeling less rushed remains perpetually out of reach.

Gleick's reference to Zeno's Paradox pushes the narrative of "Faster" by providing a philosophical lens through which to view the modern dilemma of time scarcity amidst abundance. It underscores the book's central theme: that the quest for speed and efficiency, while ostensibly aimed at mastering time, may instead lead us into a trap where time controls us.

While physics offers solutions to Zeno's Paradox, its metaphorical significance persists in modern times, especially in the context of technological and professional advancements.

The paradox illustrates a fundamental human tendency: as we increase our capacity to accomplish tasks faster, we simultaneously expand our scope of work, effectively nullifying the time saved.

AI and the Modern Professional Dilemma

The advent and expansion of AI in the business world in 2024 have further accentuated this ancient paradox. AI's promise lies in its ability to execute tasks with unprecedented speed and efficiency, potentially reducing tasks that took hours to mere minutes. However, this efficiency introduces troubling considerations around billing and productivity metrics for professionals. The traditional model of billing, particularly in consultancy and legal professions, is predicated on time spent, often measured in billable hours. The acceleration of task completion through AI challenges this model, raising questions about the value of professional services in the face of automated efficiency.

Considerations in Billing Practices

The dilemma arises when considering how to bill for services that AI significantly accelerates. If a task previously billed for 8 hours now takes 2, does this reduction benefit the client, the professional, or both? How do professionals reconcile their productivity metrics and revenue expectations in this new landscape? The initial impulse might be to increase the number of clients or tasks to fill the void left by AI's efficiency, but this approach inadvertently plunges professionals back into the very cycle of increased expectations and workload that "Faster" and Zeno's Paradox warn against.

The challenge, then, is not merely to adapt to AI's efficiency but to rethink the foundations upon which professional services are valued and billed.

This necessitates a shift from billing based on time to billing based on value, where the emphasis is on the quality and impact of the service rather than the quantity of time invested. Such a model encourages innovation, rewards efficiency, and aligns the interests of the professional and the client more closely.

The Steinmetz Anecdote: A Lesson in Value

I was talking about this article last night and sharing it with my colleague Jim Blakeslee. He said it prompted him to remember the story he had heard about Charles Steinmetz at Henry Ford’s River Rouge plant. I agreed, it seemed to perfectly encapsulate this shift in thinking. When Ford's engineers were stumped by a malfunctioning generator, GE Electric’s brilliant “Wizard of Schenectady,” Charles Steinmetz was brought in. After two days of observation and analysis, he simply made a chalk mark on the generator—identifying the exact spot where adjustments were needed. The solution was simple yet effective, resolving the issue at hand.

However, the true value lay not in the act of marking the generator, but in Steinmetz's knowledge of where to place that mark. His billing of $10,000 to Henry Ford was itemized as $1 for the mark and $9,999 for knowing where to make it (and yes, Ford paid the bill).

This underscores the inherent value of expert knowledge and insight over the physical act, or the time taken.

Professionals must leverage AI not to merely do more in less time but to do ‘more better.’

AI can free professionals up from tackling routine tasks, allowing them to focus on higher-level strategic thinking, problem-solving, and personalized client services that add significant value beyond what AI alone can offer.

Rethinking the Foundations: Beyond Tactical to Strategic Value

The automation and efficiency brought about by AI in professional services offer an unprecedented opportunity to shift the focus from tactical execution to strategic and high-value activities. By automating tasks that previously consumed significant portions of a professional's time, AI allows professionals to engage more deeply in areas that require human insight, creativity, and strategic thinking. What are some of the ways through which professionals can elevate their value proposition beyond the tactical, thanks to the capabilities of AI?

Strategic Advisory Services

With routine tasks automated, professionals can devote more time to understanding their clients' broader business challenges and goals. This deep dive enables them to offer strategic advice tailored to the client's specific context, industry trends, and future opportunities. For instance, lawyers and consultants can extend their services from legal and advisory representation to strategic consulting, advising on risk management, regulatory compliance strategies, and intellectual property portfolio optimization, to name a few ideas.

Innovative Solution Development

Free from the struggles of time-intensive tasks, professionals can focus on developing innovative solutions to complex problems (i.e., time to think and be creative!). This involves leveraging their expertise to create new products, services, or methodologies that address unmet needs or emerging challenges within their industry. For example, consulting firms can develop proprietary analytics tools or frameworks that offer unique insights into market dynamics, operational efficiency, or customer behavior.

Personalized Client Engagement

AI's efficiency enables professionals to enhance their client engagement and service personalization. By having more time available, professionals can invest in building stronger, more meaningful relationships with their clients, understanding their individual preferences, and tailoring their approach accordingly. This could mean more frequent and in-depth communication, customized reporting, or hands-on guidance through complex decisions or transformations.

Thought Leadership and Content Creation

Professionals can leverage the time saved by AI to establish themselves as thought leaders in their field. This can be achieved by producing high-quality content such as articles, white papers, podcasts, or webinars that share insights, trends, and forward-thinking perspectives. Thought leadership not only adds value to the professional's community but also strengthens their brand and credibility, attracting new clients and opportunities.

Continuous Learning and Innovation

The pace of change in today's business landscape is relentless. AI's ability to handle routine tasks gives professionals the bandwidth to engage in continuous learning and skills development. Staying abreast of the latest technological advancements, regulatory changes, and industry best practices allows professionals to offer more informed, relevant, and innovative services to their clients.

Cross-Disciplinary Collaboration

The automation of tasks opens opportunities for cross-disciplinary collaboration. Professionals have the time and space to work alongside experts from different fields, offices, and countries, bringing together diverse perspectives to solve complex problems in innovative ways. For example, an architect or ESG professional can collaborate more closely with environmental scientists, engineers, and digital technologists to design sustainable and smart buildings that meet the future needs of urban development.

Conclusion

It’s important that we break the now 25-year cycle of feeling like time owns us, or that our advancements exist only to create more stress. We can turn the tables so that we can truly own our clocks. The transition from tactical task execution to strategic value creation represents a significant shift in the professional services landscape, driven by AI's evolving capabilities. By focusing on areas that leverage human insight, creativity, and strategic thinking, professionals can elevate their role, offering services that not only meet the immediate needs of their clients but also anticipate future challenges and opportunities.

This strategic shift not only aligns with the evolving expectations of clients in a digital-first world but also ensures the continued relevance and competitiveness of professionals in an AI-enhanced future. Ultimately, the goal should not be to simply do more with the time saved by AI but to achieve a higher quality of work and life, stopping the trend of "Faster" and finding new balance and opportunities in the professional landscape of the future.

The thoughts and opinions expressed herein are those of the author, and not necessarily those of KPMG US or KPMG International.