Forget tariffs—AI is the business shift leaders should prepare for
Talk of tariffs is once again dominating the headlines, sparking concerns about supply chains and potential policy changes. Many business leaders are closely monitoring global markets as they navigate these challenges.
However, while tariffs deserve attention, I believe the far greater disruption is already here, and it's moving much faster—artificial intelligence (AI). It's embedded in workflows, marketing strategies, logistics networks, and customer experiences. And for many businesses, the impact will be more profound than any trade policy adjustment.
THE QUIET WORKFORCE REVOLUTION
A 2023 report from McKinsey highlights a staggering potential: Generative AI could automate activities that account for 29% of total hours worked across the U.S. economy by 2030, up from their previous estimate of 21%. In some sectors, particularly those involving knowledge work, the figure could be even higher.
Meanwhile, a report by Goldman Sachs suggests that as many as 300 million full-time jobs globally could be affected by generative AI adoption.
This change isn't some distant problem—it's happening now. Industries such as customer service, legal, marketing, and finance are already experiencing shifts in required roles and skills.
THE SKILL OF THE FUTURE ISN'T CODING—IT'S PROMPTING
The ability to guide AI effectively, through smart and strategic prompting, will become one of the most sought-after skills in business. A prompt engineer with the right expertise can accelerate marketing campaigns, optimize content creation, streamline product development, and support strategic decision-making—all while dramatically cutting costs and timelines.
The professionals who learn how to fluently 'speak' AI will be the ones driving innovation and who will far surpass those who merely know how to use traditional software.
The companies investing in AI are already gaining tangible benefits. In fact, PwC's Global AI Study estimates that AI could contribute up to $15.7 trillion to the global economy by 2030, largely driven by productivity boosts and automation. Meanwhile, Statista anticipates that the global AI market will grow from $184 billion in 2024 to over $826 billion by 2030, reflecting AI's rapid integration into business and consumer markets.
And according to Deloitte's 2024 State of Generative AI in the Enterprise report, 79% of early adopters expect AI to drive substantial transformation within their organizations in just three years, with nearly half already achieving high value from current initiatives.
Consider these practical applications:
Businesses using AI-driven automation have reported up to a 68% decrease in staffing needs during peak seasons.
20% to 50% fewer forecasting errors and up to 65% fewer lost sales have been achieved through predictive AI in supply.
81% of enterprises say AI and automation investments have positively impacted IT employee productivity.
With 71% of consumers preferring ads targeted to their interests and shopping habits, and 3 out of 4 consumers wishing to see fewer but more personalized ads, the need for hyper-relevant messaging has never been stronger. AI-driven personalization is one of the few ways brands can deliver these experiences at scale, thereby improving customer engagement while optimizing marketing efficiency.
WHY MANY COMPANIES WILL STILL MISS THE MOMENT
Despite the clear upside, I see a surprising number of companies still treating AI as a side project rather than a core strategy. Part of the hesitation seems to stem from uncertainty: Will AI eliminate jobs? Will it replace creative thinking?
The answer, in my view, is that AI won't replace people—it will replace people who don't use AI.
Organizations that proactively train their teams to integrate AI into daily operations will find themselves miles ahead. Those that wait, whether due to fear, bureaucracy or inertia, risk falling permanently behind.
THREE MOVES LEADERS SHOULD MAKE TODAY
1. Invest In AI Literacy Across Teams
It's essential that all team members—not just those in IT—understand how to use AI tools safely and effectively. Everyone from marketing to HR to operations should be on board.
2. Redesign Roles Around Human-AI Collaboration
Instead of fearing automation, redesign roles to focus on what humans do best: strategy, creativity, empathy, and complex problem-solving. AI should become the assistant.
3. Build A Flexible AI Strategy
Understand that no single tool will address all challenges. Develop frameworks that allow for experimentation and adaptability by deploying various AI solutions where they can add the most value.
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