We have spent months talking to companies that have implemented AI. The reality is more nuanced than the headlines suggest.
A few months ago, a logistics company in Barcelona told us they had reduced their customer service team from 12 to 7 people after implementing a conversational agent. The other 5 were not fired: three moved to handle complex cases the agent could not resolve, and two joined the operations team.
It is a small example, but it sums up pretty well what we are seeing in the market this year.
Not destruction, but displacement
The narrative that "AI destroys jobs" is too simple. What happens is more like this: jobs consisting of repetitive, predictable tasks get automated. Those requiring judgement, context and human relationships get reinforced.
What we are seeing in Spanish companies this year:
The "botsitting" problem nobody talks about
There is something that studies do not yet capture well: the exhaustion of supervising AI. When your job shifts from doing things to reviewing what an AI does, it can be mentally more draining than it sounds.
We have seen teams where productivity dropped in the first month after implementing AI, precisely because reviewing and correcting the system's errors is tedious. Companies that do it well are those that redesign the entire workflow, not those that simply plug in the tool.
What makes you hard to replace in 2026
If we had to summarise it in one sentence: knowing what to ask is more valuable than knowing how to execute. AI executes clear instructions well. It is very bad at defining the problem, questioning the approach, or detecting when a result is technically correct but strategically wrong.
The skills commanding the highest salaries right now: critical thinking applied to AI outputs, managing mixed teams (humans + agents), and the ability to communicate and persuade — something models still do artificially.
What it means for your digital business
If you have an online business, AI is probably the most accessible productivity lever you have ever had. A team of 3 people who know how to use the tools well can operate with the capacity of a team of 8.
We do it with our clients: we automate the repetitive parts so the human team can focus on what really moves the business. If you want to explore how to apply it to yours, it is a conversation worth having.
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