Opinion: Why We Need To Protect Women In The Workplace From the Growing Use Of Generative AI
In this op-ed, Jane Livesey (pictured), head of APJ, at technology consultancy Cognizant explains that women are more susceptible to potential job losses from generative AI and, as a result, need to be offered greater protections than men in the workplace.
Many people in the workforce are wary of the effect generative AI will have on their jobs. Banks are already using AI chatbots for process automation and handling customer service queries. Integrating quantum power and generative techniques is unlocking unprecedented applications, while smart contracts running on decentralised networks are aiming to settle complex interbank transactions. Real-time analytics of operations data will allow AI – rather than humans – to monitor risks and anomalies and initiate preventive measures across a variety of organisations, while fraud identification models will leverage biometric surveillance and quantum pattern recognition to flag threats before they occur.
According to our recent global study, 90 per cent of all jobs could be impacted by the technology over the next decade and more women than men believe generative AI will negatively impact their work in a variety of ways. Jobs that are dominated by women workers and will have high exposure scores in 10 years’ time include customer service reps (63 per cent exposure score), marketing managers (58.5 per cent), HR specialists and assistants (55 per cent), PR managers (53.8 per cent) and insurance underwriters (48.3 per cent).
These results definitely speak to global trends emerging for female workers, who could see an unbalanced share of the risk from generative AI due to the occupations they tend to predominate being greatly more disrupted by generative AI, if not eliminated altogether.
To understand this phenomenon, it’s vital to consider that historically, technology-driven revolutions have tended to displace employees in jobs traditionally categorised as blue-collar. With generative AI, however, those at highest risk of disruption or displacement perform knowledge work, also known as white-collar jobs. Ironically, women’s enormous gains in white-collar work may now make them more exposed to disruption.
Reducing the risk
There is a disproportionate disadvantage for a substantial segment of the workforce and businesses need to take action to right the balance. It will be essential to safeguard women from bearing an unfair share of the negative impacts of generative AI.
Here are three key ways in which leaders can provide women with equitable access to opportunities and economic mobility as the generative AI era takes hold:
1. Help women better understand the capabilities of generative AI through reskilling
The more we can help women understand how they can use generative AI to improve their own job performance or to help them move into a new type of occupation, the more they will embrace the new world of work brought in by generative AI. Creating programs that upskill women across the world with fundamentals and skills, and creating a community in which to safely practice skills and wield AI with purpose. Improve access to senior women leaders in the industry, ultimately creating familiarity with generative AI will breed trust in the technology.
2. Workplace support for families
Something generative AI will likely not change is the fact that women can often be the primary caregivers to family members. The workplace needs to recognise and support the job flexibility this requires. Doing so will help women better establish a career trajectory into roles that enable them to work alongside generative AI. Organisations that offer returnship programs can help upskill employees after a career break, helping them get back into their former role or a new one.
3. Put generative AI gains to good use
Today’s net zero programs redistribute profits to take care of the planet, so why can’t tomorrow’s generative AI gains be shared with employees and society? For example, investments could be made in educational programs to further support reskilling, particularly for highly exposed jobs. Organisations and their leaders that think progressively about generative AI reinvestment should clearly communicate their intent with the workforce and the world.
As generative AI becomes mainstream, there is a prime opportunity for productivity gains across social sectors to be distributed more fairly, and act as a balance wheel for society. By preparing now, businesses can ensure women (and other underrepresented workers with diverse backgrounds) have a seat at the table when generative AI is implemented. Because for the technology to achieve its lofty goals, no one can be knowingly left behind.
Jane Livesey is the head of Asia Pacific and Japan (APJ), representing Cognizant’s commercial and delivery interests in Australia, New Zealand, ASEAN, Greater China, India and Japan.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.