ChatGPT, from OpenAI, shows the power of AI to take on tasks traditionally associated with “knowledge work.” But the future won’t just involve tasks shifting from humans to machines. When technology enables more people to complete a task, with help from a machine, the result is typically entirely new systems with new business models and jobs and workflows. AI will be no different: To truly unlock the potential of ChatGPT, the world will need new and different kinds of organizations.
Late last month, OpenAI released ChatGPT, a new AI tool that can tell stories and write code. It has the potential to take over certain roles traditionally held by humans, such as copywriting, answering customer service inquiries, writing news reports, and creating legal documents. As AI continues to improve, more and more current jobs will be threatened by automation. But AI presents opportunities as well and will create new jobs and different kinds of organizations. The question isn’t whether AI will be good enough to take on more cognitive tasks but rather how we’ll adapt. Nobel prize winner Daniel Kahneman is the world’s leading expert in human judgment and spent a lifetime documenting its shortcomings. Yes, AI may have flaws, but human reasoning is deeply flawed, too. Therefore, “Clearly AI is going to win,” Kahneman remarked in 2021. “How people adjust is a fascinating problem.”