As with all technological advancement, automation can create seismic shifts in productivity, but only if successfully embedded and realized.

Research shows ongoing concern about the potential impacts of automation and technology on job security – for example, almost half of global workers (44%) in this year’s Ipsos Global Trends study were concerned AI would have a negative impact on their work.

To overcome these concerns, and reinforce the positive impact of automation, it’s crucial for retailers to take an empathetic approach to change – winning hearts and minds rather than simply marketing the benefits. Automation must be delivered in a broader culture of transparent communication and involvement: Communicate plans openly, seeking employee input on how to manage the transition – information and involvement are significant predictors of change success.

Once areas where automation will impact existing roles are identified, proactive investment in re-skilling is critical. Employees who will be most impacted often show lower appreciation of the need to re-skill. As automation takes over repetitive tasks, redesign roles to focus on higher-level responsibilities that require human skills, such as customer interaction, problem-solving, and decision-making. This shift can be included in an organization’s Employee Value Proposition, ensuring success through automation is seen as a positive ‘pull’ factor for future talent.

By taking an employee-centric approach, retailers can empower their workforce to thrive alongside automation, ensuring job satisfaction and organizational success. Firms like Ipsos offer efficient approaches to support this journey, activating key dimensions of employee experience such as pride, advocacy, satisfaction, motivation and belonging.