Reclaiming work design in the age of automation: a call to human-centric strategy

Purpose This paper revisits work design theory in light of rapid advancements in workplace automation, arguing that traditional models are no longer sufficient for addressing the complexities introduced by digital automation technologies (DAT). This paper aims to reposition work design as a central strategic concern for organizations navigating technological change. Design/methodology/approach This paper adopts a narrative review, drawing from contemporary academic literature and recent empirical studies, to offer reflective commentary grounded in current research. Findings Despite increasing attention to automation’s impact on job displacement, there remains a limited focus on how work design can respond to negative outcomes and promote employee engagement, innovation and retention. Originality/value This paper offers a timely call to action for human resources leaders and work design researchers. It urges a shift away from purely technical implementations of automation towards more human-centred, strategically designed work environments. The piece contributes original value by framing work design as both a challenge and an opportunity in the digital economy.