Transformation in the automotive sector: the management challenges of AI and the digital revolution

Digital transformation in the automotive industry is driving significant change in business models, in customer expectations and in organisations and their workforces. As technology is rapidly progressing, organisations are confronted with massive changes, which are particularly affecting the way in which employees work and the conditions under which they do so. This case considers the rapid digitisation of industry and its consequences for human resource management, specifically in light of the use of artificial intelligence (AI). As a management sciences topic, this case study directs the learner to the automotive sector specifically and its use of AI. Given the significant demands on industry to adopt emerging technologies to remain competitive in today’s global economy, how should the workplace and job design evolve?