Philip Morris Finds Core Human Skills Are Non-Replicable in AI Optimizations
Philip Morris International (PMI) is continuing its dive into AI business impact with a new study.
This follows last year's white paper, “Human Cognition: The Next Frontier?”, which argued that nurturing cognitive capacity will be essential as AI continues to automate routine tasks and augment knowledge work.
This new report, conducted in partnership with The Wall Street Journal's commercial sales organization, WSJ Intelligence, surveyed more than 2,500 business professionals across the U.S., U.K., Italy, South Africa and Brazil, finding that human skills are vital and non-replicable, especially in an AI world where empathy and critical thinking will remain as workplace advantages.
Over the next three years, PMI predicts that the human skills expected to experience the highest growth in corporate importance are creative empathy and adaptability.
Particularly as organizations aim to scale AI efforts, a focus on human intuition, ethical judgment and critical thinking will be table stakes. Of those surveyed, 62% said that when AI and human insights conflict, human intuition should be the final authority for creative and strategic decisions.
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Any new efficiency advantages garnered through AI should be put to good use. Seven in 10 survey takers said they are using their newfound free time to reinvest in high-value, strategic work.
However, there's still work to be done. While 83% reported using AI for research and to synthesize information weekly, only 57% have a complete or high level of trust in the technology's output.
This could be due to its potential impact on critical thinking, the attribute that's highest at risk of being eroded by an overreliance on AI, according to survey takers.
Still, members of the workforce — especially high-level executives — are taking steps to stay up to date on the newest AI advancements. The report found that C-suite executives are twice as likely (33%) as entry-level staff (15%) to have advanced levels of proficiency in AI.
“At PMI, we believe that as AI becomes more embedded in businesses, leaders have a responsibility to ensure it strengthens — not weakens — the human capabilities that drive sound judgment, creativity, empathy and responsible decision-making,” Moira Gilchrist, PMI chief global communications officer, said in a statement. “This research reinforces our view that human cognition is a strategic resource, and one that companies must protect and develop as they shape the future of work.”
