Knowledge workers are experiencing an unprecedented identity crisis as artificial intelligence transforms the workforce, according to a new analysis by Gary Grossman from Edelman. The shift goes beyond simple job displacement to challenge fundamental questions of human purpose and self-worth.
Grossman describes what he calls “The Great Displacement,” citing the example of a 42-year-old software engineer who lost his six-figure coding job to AI algorithms. After applying for over 800 positions unsuccessfully, the engineer now works for DoorDash and lives in a trailer. A landscape photographer told Grossman that AI now handles everything from trip planning to image generation, leaving only nature workshops as a viable revenue stream.
This represents a “cognitive migration” away from tasks machines now perform well toward redefinition of uniquely human value. Historical precedent exists for such shifts. Agricultural societies transitioned to industrial work, which later evolved into knowledge-based careers. Each transformation reshaped not just economics but identity and social status.
Research published in Harvard Business Review found that while AI tools increase productivity, workers report feeling less motivated and more bored when transitioning to non-AI tasks. The overreliance potentially diminishes creative thinking and problem-solving skills essential for personal growth.
Grossman suggests the solution lies not in competing with machines on intelligence but in rediscovering uniquely human capacities like empathy, ethical judgment, and artistic creation. He advocates for proactive preparation rather than waiting for changes to become obvious. The future belongs to those who deepen their understanding of fundamental human value rather than resist technological advancement.