AI is changing roles faster than job descriptions
Many jobs are not disappearing. They are shifting their focus.
The silent insecurity in teams
In conversations with companies, I keep hearing the same question: “Will my job be replaced by AI?” The honest answer: Probably not completely, but it will change. And faster than most job descriptions are updated.
The problem: Many employees are already working differently today than stated in their original job description. They use ChatGPT for research, have text drafts generated, and automate routine tasks. But officially, none of this is in the employment contract. This discrepancy creates uncertainty, not because AI is threatening, but because it remains unclear what is actually expected.
Three roles that are currently changing significantly
1. The HR Officer becomes the Recruiting Orchestrator
Previously: Writing job advertisements, publishing them on portals, sifting through applications.
Today: A well-configured AI system creates target group-oriented ads for seven different channels simultaneously in seconds, from TikTok to Indeed, from trainee recruitment to skilled worker search. The HR officer defines requirements, selects target groups, checks results and optimizes prompts.
Practical example: For companies in horticulture and landscaping, I have developed a specialized GPT that creates complete job advertisement packages from a company URL and a few details, optimized for every platform and target group. The HR employee goes from being a copywriter to a quality checker. They no longer invest their time in formulating, but in deciding: Which variant fits the corporate culture? Which channel reaches the target group?
The core competence is shifting: No longer “being able to formulate well”, but “understanding which approach works for which target group” and “critically evaluating AI results”.
2. The marketing employee becomes the content strategist
Previously: Writing texts, selecting images, planning posts.
Today: Image generators like Nano Banana create project visualizations in minutes. Language models deliver text drafts. The marketing employee becomes the curator and quality assurer. They decide what fits the brand, which variant is convincing, how different tools interact.
The core competence is shifting: From “producing content” to “orchestrating content and ensuring quality”.
3. The customer advisor becomes the solution architect
Previously: Explaining products, answering questions, creating offers.
Today: AI assistants take over standard inquiries. The advisor concentrates on complex cases, individual solutions and the relationship level. They use AI to create visualizations faster, play through alternatives or prepare information.
The core competence is shifting: From “retrieving knowledge” to “linking knowledge and building trust”.
New core competencies instead of tool knowledge
One mistake I often observe: Companies train their employees on specific tools. “Learn ChatGPT” or “Master Midjourney”. That falls short.
Tools are constantly changing. What is called Nano Banana today can be replaced by another model tomorrow. The actual future skills are:
Prompt design: Precisely formulate what an AI system should deliver, with context, target group and desired result.
Result evaluation: Quickly recognize whether an AI output is correct, fits the brand or needs to be reworked.
Process thinking: Understand how different AI tools interact and where human decisions are needed.
Willingness to learn: Remain open to new tools without panicking with every update.
Why clarity creates security
Teams that know how their roles are developing work more relaxed. They understand that AI is not a replacement, but a tool that takes over certain tasks so that they can concentrate on others.
This requires from executives:
Update role profiles: Not every five years, but continuously. What has changed? What is being added? What is being dropped?
Communicate expectations: Are employees allowed to use AI? Should they even? For which tasks? With what limits?
Show development paths: How can someone develop from a copywriter to a content strategist? What further education is needed?
Leadership as a translator between technology and everyday life
The biggest challenge for executives is not the technology itself. It is the translation performance: Translating abstract possibilities into concrete work processes. Taking fears seriously without reinforcing them. Showing opportunities without overwhelming.
Anyone who revises role profiles today before the change happens gains time. Anyone who waits until the discrepancy between job description and reality becomes too great has a leadership problem.
The good news: Most employees are ready for change if they understand where the journey is going.
Frequently asked questions
Will jobs really be lost due to AI? Individual activities yes, entire professions rarely. Most roles shift their focus: less routine, more control and quality assurance.
How do I recognize which tasks in my team are being changed by AI? Ask: Which tasks are repetitive? Where is a lot of time spent on initial drafts? Where could faster variants help? That’s where AI typically starts.
Do I have to master all AI tools myself? No. It is more important to understand the principles: How do I formulate requirements? How do I evaluate results? Employees can learn the specific tools.
How often should job descriptions be updated? At least annually, more often for roles that are heavily affected. More important than the document is the conversation: What has changed? What will be needed in the future?
What do I do with employees who resist AI? Often there is uncertainty behind it, not rejection. Clear expectations, practical examples and success stories help more than pressure.
Would you like to know what an AI-adapted role profile could look like for your team?
We will find out together in a free initial consultation.
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AI transformation, role profiles, future skills, AI skills, change management, personnel development, AI leadership, job descriptions, recruiting AI, AI strategy