The Josh Bersin Company Finding Purpose And Identity In The New World of AI
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Jan 14, 2026 As AI transforms our jobs, what happens to our sense of self? The discussion reveals how automation could disrupt careers and challenge our identities. From commoditizing knowledge to the impact on healthcare, the shift is profound. Despite economic gains, societal angst is rising. Happiness now draws from relationships and nature, beyond work. The emphasis on purpose and identity is crucial for adaptation. Managers are urged to support employees in their reinvention journeys. Ultimately, purpose should drive success over mere profit.
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Knowledge As A Commoditized Utility
- Josh Bersin explains that bodies of knowledge will become widely available commodities much like electricity.
- This commoditization will make expert information easy to access across many domains including healthcare and software.
Surname Reminder Of Work Identity
- Bersin recounts how surnames like Smith and Miller reflect job-based identity across history.
- He uses this to show how strongly people's identities tie to their work and how threatening automation can feel.
AI Accelerates The Search For Purpose
- AI will accelerate a long-running human search for purpose and identity, not create it anew.
- This shift will influence politics, labor actions, and how societies organize work.