Over the years, we have found inspiration in the classic tale of “Peter and the Wolf”, which in a contemporary context can be likened to the collision between Luddism and technology. This fable alerts us to the presumed threat posed by scientific-technical advances, personified as a cunning, strong and gluttonous wolf, which could replace workers with devices such as power looms, steam engines, computers, robots and 3D printers. However, empirical experience to date challenges this idea, as technology has often proven to boost the creation of new jobs, both in terms of quality and quantity, rather than replace them and diminish their number.

Today, the question is whether the advent of Artificial Intelligence (AI) and generative AI will foster an increase in the quality and quantity of jobs, or whether we face a latent risk, a “hinting wolf”, which could lead to a drastic decrease in the quantity and quality of available jobs, with the consequent loss of millions of jobs.

In times of uncertainty, two conflicting visions emerge. On the one hand, some rely on human adaptability to generate valuable new jobs, thereby reducing working hours and balancing labour supply and demand. On the other hand, there is a catastrophic perspective that predicts long lines of workers with obsolete skills searching for jobs in vain.

Undoubtedly, the reality is that AI is here to stay and disrupt the employment landscape in a shocking way, especially for the “working middle class”, which relies on scientific-technical and managerial skills to deliver value.

It is possible that the “application of knowledge and skills” will evolve towards jobs more focused on “analysis and implementation of complex tasks”, which will require new and yet to be defined skills and competencies. However, these skills need to be clearly delineated by companies if they are to meet the expectations of the new market.

This leads to two interconnected questions: What needs must companies address to satisfy an increasingly demanding and long-lived society? How can these societal demands be harmonised with business sustainability?

Addressing these objectives and making connections to meet this challenge, without sacrificing the balance between society and business, is a complex task that requires collaboration between business and educational institutions. It is not only important to meet expectations, but also to ensure that the quality of work is in tune with a healthy business environment. This implies not only delivering goods and services in line with societal needs, but also maintaining working conditions that meet the expectations of new professionals, as the overall balance will be essential to generate value at all levels of the organisation.