In March, Google chief strategist and Wharton senior fellow Neil Hoyne hosted a fireside chat with Wharton marketing professor Stefano Puntoni at the SXSW Conference in Austin, Texas, where they talked about how generative artificial intelligence is changing the workplace and how employees feel about their value proposition. (Listen to the complete interview here.) Following are the key themes that emerged from their conversation:
1. AI Is Reshaping Work, Not Replacing It
“Gen AI adoption is really a human capital story more than a tech story.” — Stefano Puntoni
AI is often framed as a technological advancement, but Puntoni believes its real impact is in how humans adapt to it. The conversation needs to move beyond Silicon Valley and into the domains of business schools, social sciences, and workforce development to understand AI’s role in shaping the future of work.
AI is unlikely to fully replace most jobs; instead, it will redefine them. Just as photography evolved with digital tools, professions will adapt by integrating AI into workflows. Understanding which aspects of work are identity-driven versus utilitarian can help individuals navigate this shift without feeling threatened.
2. AI Needs to Be Seen as a Technological Differentiator — Not Just Branding
“When AI is everywhere and arguing to become everything, it becomes difficult to discern where it starts and ends.” — Neil Hoyne
AI, in essence, is about making predictions — whether it’s forecasting consumer behavior, generating text, or even composing music. But as AI becomes a buzzword in business, companies are increasingly using it as a branding tool rather than a true technological differentiator. Firms need to deploy AI in ways that matter to their operations.
3. It’s Humans and Machines, Not Humans vs. Machines
“The things that we are naturally pretty bad at, AI is fantastic at. And the things that AI is not architected to do, these are the things that give us more meaning and more pleasure.” — Puntoni
“The research seems to support that if people look at [a task] as a utilitarian part of the job, not necessarily part of how they identify with it, then they’re OK with that being automated, and they don’t feel as threatened.” — Hoyne
Research shows that people are comfortable automating mundane tasks but resist automation that infringes on identity-driven skills. This applies broadly, whether it’s baking, cycling, or programming. AI adoption will depend on whether people see it as a tool that enhances rather than erases their expertise.
Instead of competing with AI, people should focus on skills that AI cannot easily replicate, such as ethics, creativity, strategic thinking, accountability, and leadership. Automation may result in headcount reduction for some jobs and tasks, but there will be a greater value placed on expertise and innovation.
4. Companies Need to Recalibrate the Workforce
“If we are driving increased efficiency with technology, and the result is that it frees up more time for work outputs, I think we’ve missed a huge opportunity to recalibrate the expectations at work.” — Hoyne
“One of the most important elements around AI, which we are not talking about, is the talent pipeline.” — Puntoni
With AI automating entry-level tasks, the traditional career pipeline is at risk. Companies must find new ways to train and develop young professionals, or they may struggle to find experienced talent in the future. Leaders must rethink talent development to ensure human expertise continues to grow alongside AI.
5. AI Will Have a Broader Impact on Life Outside the Office
“Seeing gen AI as a threat is really uninspiring.” — Puntoni
The shift AI brings is not just about work efficiency but about re-evaluating our relationship with work itself. If AI frees up time, how will people reallocate it? This could lead to a societal shift where personal identity is less tied to work and more connected to hobbies, relationships, and creative pursuits.
AI is also changing education. Rather than banning AI in the classroom, institutions should teach students how to use it effectively. AI is not going away, so educators must find ways to incorporate it into learning while maintaining critical thinking and academic integrity. AI can also be a great equalizer to help students of different backgrounds, such as non-native speakers, acquire skills. (Read about Wharton’s new undergraduate concentration and MBA major in Artificial Intelligence for Business here.)
This article was partially generated by AI and edited (with additional writing) by Knowledge at Wharton staff. Read our AI policy here.
