Goran Trajkovski, Ph.D. and Ashley Dugger, DBA, SHRM-CP
Throughout history, technological innovations have disrupted work practices, causing societal anxiety about job loss. Yet, as Toffler points out, technological change doesn’t just eliminate jobs; it creates new ones, reshaping labor markets in complex ways. In the face of these transitions, the roles of businesses, policymakers, and Human Resources become crucial in mediating both challenges and opportunities.
Currently, artificial intelligence (AI), especially generative AI, is a frontier causing both enthusiasm and concern. As Autor questions, will machines replace or complement human labor? To navigate this uncertain landscape, it is vital to examine these innovations through the dual lens of history and the evolving role of HR. This article seeks to explore how generative AI is shaping HR practices, all while drawing important lessons from the past about technology’s multifaceted impact on work, as highlighted by Bessen.
As technologies emerge and evolve, shaping the creation of innovative new positions across all industries, HR must take the view of technology and AI as a partner to augment their roles as collaborative business partners and finding opportunities to leverage technology to free up time for more strategic tasks rather than viewing technology as a threat or competitor.
The Balancing Act of Technological Progress
In the face of technological evolution, adaptability remains humanity’s greatest strength. A 2017 McKinsey report predicted 800 million jobs worldwide could be automated by 2030. While such figures often incite fear, a nuanced examination of history offers a balanced view. Technology has always been a double-edged sword. The transition from nomadic hunter-gatherer lifestyles to settled agricultural communities, for instance, disrupted existing modes of living but also gave rise to specialized artisans and toolmakers.
In the world of HR, consider how many HR professionals were concerned that applicant tracking systems or payroll processing software would render their positions unnecessary. Quite the opposite, the technology allowed them to better utilize their roles and additional capacity no longer spent on administrative tasks (now handled by the technology), in many cases reducing manual error correction time for payroll or seeing faster, more efficient hiring and selection processes lead to more positive time-to-hire/time-to-fill metrics in talent acquisition!
As Attewell and Rule note, automation initially targeted mundane, repetitive tasks, freeing up professionals for more complex, creative endeavors. The rise of the Internet disrupted retail jobs but also introduced digital marketing roles. A decade ago, roles like “Social Media Manager” or “E-commerce Specialist” were virtually unheard of, but today, they are critical in many organizations. Technology has created access to and demand for hybrid and remote work opportunities within the field of HR itself – particularly in areas such as talent acquisition, training and development, and virtual HR consulting practices.
As AI reshapes the workplace, HR stands at the forefront, guiding organizations through uncharted waters with strategic insight. Machine learning and AI have refueled concerns about mass job automation. Yet, as Brynjolfsson and McAfee argue, roles demanding emotional intelligence, creativity, and abstract reasoning remain difficult to automate. Companies like Amazon demonstrate this dichotomy well, employing AI for inventory management while also creating new roles in data analytics and machine learning.
HR Dive recently noted that “HR jobs are among the top 25 fastest growing positions in the U.S.” and that “human resources analytics manager holds the No. 2 spot.” Harvard Business Review predicts some of the HR jobs of the future are anticipated to be roles such as “chatbot and human facilitator,” “algorithm bias auditor,” and “work-from-home facilitator.” They also predicted roles to support the increase in global virtual meetings and trainings, such as a “VR immersion counselor.”
AI is not just another chapter in the technological evolution of work; it is a watershed moment for HR management. As Kaplan and Haenlein observe, these systems do more than just automate tasks; they reimagine the entire HR function. Generative AI, for instance, delves into the context and nuances of skills and experiences, thereby liberating HR professionals to focus on critical factors like organizational culture and team dynamics. Take the case of IBM, which uses its AI platform, Watson, to assist in talent acquisition, providing insights into the skills and experiences of potential candidates. Such AI-driven tools not only streamline the recruitment process but also ensure that the best talent is matched with the right roles, enhancing overall organizational efficiency.
AI’s potential is unlocking new avenues in employee development. As highlighted by Ideas for Leaders, it offers unprecedented customization in training programs. This level of personalization not only boosts job satisfaction but also plays a significant role in retaining talent. When it comes to performance evaluations, generative AI introduces an unparalleled objectivity by synthesizing multi-source feedback and past performance metrics, providing a comprehensive view of an employee’s contributions and growth.
As the work landscape continues to evolve, AI serves as more than just a tool for operational efficiency; it is propelling HR into an ever more strategic role. This transformation aligns seamlessly with the broader historical context, wherein technology acts as both a disruptor and a catalyst for new opportunities. Standing on the precipice of another wave of technological change, HR professionals find themselves uniquely positioned as strategic partners in charting the future course.
Goran Trajkovski, Ph.D.
Lead Academic Program Manager – Healthcare Administration and IT Management Programs
Western Governors University
[email protected]
Ashley Dugger, DBA, SHRM-CP
Associate Dean and Director-HR Management and Organizational Psychology Programs
Western Governors University
[email protected]
wgu.edu