For months now, the headlines have been relentless: AI will replace white collar jobs within three to five years, AI will eliminate accountants, AI will eliminate knowledge work, AI will automate entire departments.

In professional services especially, the anxiety is palpable: if machines can reconcile, draft, summarise and analyse in seconds, what’s left for humans?

But what if we’re asking the wrong question? Given the pace and manner at which this shift currently unfolds in front of our eyes, a different interpretation of this transition can be made: what if AI isn’t replacing humans but allows humans to redefine what work is meant to be? It happened to us before, it's the sheer magnitude of the earthquake that has us wondering.

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