Future of work in the era of AI: how technology strategy shapes daily job roles

Purpose This study aims to explore the impact of organizational technology strategies, particularly in the context of artificial intelligence (AI), on employees’ daily job activities. It also looks at the extent of the transformation and the role of leadership, supportive of innovation and cultural change, in reinforcing the transformation. Design/methodology/approach The researcher adopted a quantitative research design based on the survey data collected from employees in various industries in Pakistan. The researcher used structural equation modeling to analyze the relationships among technology strategies, organizational facilitators and the transformation of job roles. Findings The research shows that organizations that implement AI and automation alongside digitized processes and advanced data analysis capabilities will experience fundamental changes in their employees’ work functions, skills and job duties. The implementation of digital strategies enhances operational efficiency, but their impact extends beyond this benefit, as they completely transform how work is executed. The presence of an innovation-supportive culture together with strong leadership commitment creates an enhanced effect. The combination of encouragement of organizational experimentation and active leadership support for technological change results in more visible and positive changes in job responsibilities. Practical implications The research findings demonstrate that organizations need to combine technology investments with operational changes to achieve successful digital transformation outcomes. Organizations must establish supportive cultures together with proactive leadership to assist employees throughout the process of organizational change. Organizations need to develop their employees’ skills and build adaptable workforces while maintaining open communication to implement meaningful job role changes that last over time. Originality/value The research contributes to the future of work literature by examining how workers change their job functions at the individual-employee level rather than observing outcomes at the organizational level. The research describes how organizations use technology strategies and organizational enablers to create distinct work environments for the AI age by integrating Job Demands–Resources and Socio-Technical Systems perspectives.