As artificial intelligence, automation and shifting demographics redefine the nature of work, Africa faces a future filled with both promise and peril. Nicholas Mudasia, chief human resource, public affairs and communications officer for Coca-Cola CBL, unpacks how the continent adapts today will determine whether it becomes a global powerhouse or a cautionary tale.
Africa is witnessing unprecedented silent changes with significant implications for the future of work. Global technological innovation is reshaping working practices in previously unimagined ways.
Key African markets like Kenya continue to witness growth in unemployment from 2.8 percent in 2013 to 5.7 percent in 2024, according to a report by the World Bank. This unemployment rate is projected to grow between 12 percent to 20 percent within the next five years.
A lack of strategic employment frameworks continues to expose the continent to a barrage of socio-political risks, if the Gen Z uprising is a reflective mirror. Turbulent business environments, changing political landscapes, heightened tax regimes, shrinking disposal incomes, the impact of globalisation, skewed local and international debt obligations amid an agile Gen Z and well-informed Gen Alpha continue to exacerbate the situation.
The changes, if not well integrated, will have far reaching geopolitical implications. This is despite Africa being poised to become the global powerhouse by 2035 due to its projected population growth, availability of key minerals, an agile 19-year median age population and availability of land.
This silent revolution shaping the future of work across key African markets like Kenya, South Africa and Nigeria should be a key concern for African leaders. Key investments in artificial intelligence and robotics have taken place and numerous AI prototype solutions have been localised to meet the needs of each country or the region.
Tip of the iceberg
The accelerated rollout of artificial intelligence technologies will have far reaching implications on the continent, including rendering the majority of traditional roles obsolete and wiping out a significant portion of government taxes.
The displacement of digital solutions and the adoption of AI-powered solutions across various markets and industries is only the tip of the iceberg of what the future holds.
By 2030 numerous jobs such as fuel attendants, cashiers, waiters, personal assistants, receptionists, bank tellers, data entry clerks, translators, among others, will be wiped out, further rendering traditional employee outsourcing models irrelevant.
The rapid growth of artificial intelligence is creating entirely new job roles, such as smart home designers, human-machine managers, data detectives, cybersecurity specialists and AI business development managers, among others. However, one highly competent employee in these emerging roles could potentially replace 10 to 100 traditional roles, highlighting both the opportunity and disruption AI brings to the workforce.
Business leaders and HR practitioners need to establish business transformation divisions to govern this eminent transition across industries. We have witnessed silent digital transformation with the roll out of digital applications like DigiFarm, M-Shamba and drone technologies in agriculture.
Collaboration paramount
Online platforms like Alibaba, Amazon, Jumia, and various supermarkets’ shopping apps have redefined the route-to-market approaches. The use of e-commerce marketing platforms like Instagram, X and TikTok have changed the marketing landscape. E-commerce platforms like Nairobi Drinks, Dial-a-Drink, Chupa Chap and My Agizo are shrinking traditional sales jobs. The launch of home beer brewing machines, automated real time brewers’ outlets like Brew Bistro, the roll out of beer alcohol technologies like PourMyBeer and Planet Yoghurt self-service centres in Kenya affirms the reality is already with us.
Digitisation of government services through e-citizen and automated tax payment/collection will wipe out at least 40 percent of traditional jobs.
To aid seamless transition to this new unprecedented reality, it is paramount that private and public sector players must collaborate in establishing regulatory frameworks to govern this transition at country and regional level. A fundamental review of the education system and syllabus must be prioritised.
Investment in the Stem education system is a must for bridging emerging workplace skills gaps. Individuals and organisations must unlearn, relearn, reskill and harness new competency mix required for the future of work. Industry players must collaborate to establish and co-invest in AI/robotics centres of excellence across Africa in addition to establishing global exchange programmes to aid this transition.
Organisations should establish proper business transformation departments to oversee this transition at company level among other key investments including investments in the internet of things and big data.
