"The internet did transform work — but not the way 1998 thought..." argues the Wall Street Journal. "The internet slipped inside almost every job and rewired how work got done."
So while the number of single-task jobs like travel agent dropped, most jobs "are bundles of judgment, coordination and hands-on work," and instead the internet brought "the quiet transformation of nearly every job in the economy... Today, just 10% of workers make minimal use of the internet on the job — roles like butcher and carpet installer."
[T]he bigger story has been additive. In 1998, few could conceive of social media — let alone 65,000 social-media managers — and 200,000 information-security analysts would have sounded absurd when data still lived on floppy disks... Marketing shifted from campaign bursts to always-on funnels and A/B testing. Clinics embedded e-prescribing and patient portals, reshaping front-office and clinical handoffs. The steps, owners and metrics shifted. Only then did the backbone scale: We went from server closets wedged next to the mop sink to data centers and cloud regions, from lone system administrators to fulfillment networks, cybersecurity and compliance.
That is where many unexpected jobs appeared. Networked machines and web-enabled software quietly transformed back offices as much as our on-screen lives. Similarly, as e-commerce took off, internet-enabled logistics rewired planning roles — logisticians, transportation and distribution managers — and unlocked a surge in last-mile work. The build-out didn't just hire coders; it hired coordinators, pickers, packers and drivers. It spawned hundreds of thousands of warehouse and delivery jobs — the largest pockets of internet-driven job growth, and yet few had them on their 1998 bingo card... Today, the share of workers in professional and managerial occupations has more than doubled since the dawn of the digital era.
So what does that tell us about AI? Our mental model often defaults to an industrial image — John Henry versus the steam drill — where jobs are one dominant task, and automation maps one-to-one: Automate the task, eliminate the job. The internet revealed a different reality: Modern roles are bundles. Technologies typically hit routine tasks first, then workflows, and only later reshape jobs, with second-order hiring around the backbone. That complexity is what made disruption slower and more subtle than anyone predicted. AI fits that pattern more than it breaks it... [LLMs] can draft briefs, summarize medical notes and answer queries. Those are tasks — important ones — but still parts of larger roles. They don't manage risk, hold accountability, reassure anxious clients or integrate messy context across teams. Expect a rebalanced division of labor: The technical layer gets faster and cheaper; the human layer shifts toward supervision, coordination, complex judgment, relationship work and exception handling.
What to expect from AI, then, is messy, uneven reshuffling in stages. Some roles will contract sharply — and those contractions will affect real people. But many occupations will be rewired in quieter ways. Productivity gains will unlock new demand and create work that didn't exist, alongside a build-out around data, safety, compliance and infrastructure.
AI is unprecedented; so was the internet. The real risk is timing: overestimating job losses, underestimating the long, quiet rewiring already under way, and overlooking the jobs created in the backbone. That was the internet's lesson. It's likely to be AI's as well.
So while the number of single-task jobs like travel agent dropped, most jobs "are bundles of judgment, coordination and hands-on work," and instead the internet brought "the quiet transformation of nearly every job in the economy... Today, just 10% of workers make minimal use of the internet on the job — roles like butcher and carpet installer."
[T]he bigger story has been additive. In 1998, few could conceive of social media — let alone 65,000 social-media managers — and 200,000 information-security analysts would have sounded absurd when data still lived on floppy disks... Marketing shifted from campaign bursts to always-on funnels and A/B testing. Clinics embedded e-prescribing and patient portals, reshaping front-office and clinical handoffs. The steps, owners and metrics shifted. Only then did the backbone scale: We went from server closets wedged next to the mop sink to data centers and cloud regions, from lone system administrators to fulfillment networks, cybersecurity and compliance.
That is where many unexpected jobs appeared. Networked machines and web-enabled software quietly transformed back offices as much as our on-screen lives. Similarly, as e-commerce took off, internet-enabled logistics rewired planning roles — logisticians, transportation and distribution managers — and unlocked a surge in last-mile work. The build-out didn't just hire coders; it hired coordinators, pickers, packers and drivers. It spawned hundreds of thousands of warehouse and delivery jobs — the largest pockets of internet-driven job growth, and yet few had them on their 1998 bingo card... Today, the share of workers in professional and managerial occupations has more than doubled since the dawn of the digital era.
So what does that tell us about AI? Our mental model often defaults to an industrial image — John Henry versus the steam drill — where jobs are one dominant task, and automation maps one-to-one: Automate the task, eliminate the job. The internet revealed a different reality: Modern roles are bundles. Technologies typically hit routine tasks first, then workflows, and only later reshape jobs, with second-order hiring around the backbone. That complexity is what made disruption slower and more subtle than anyone predicted. AI fits that pattern more than it breaks it... [LLMs] can draft briefs, summarize medical notes and answer queries. Those are tasks — important ones — but still parts of larger roles. They don't manage risk, hold accountability, reassure anxious clients or integrate messy context across teams. Expect a rebalanced division of labor: The technical layer gets faster and cheaper; the human layer shifts toward supervision, coordination, complex judgment, relationship work and exception handling.
What to expect from AI, then, is messy, uneven reshuffling in stages. Some roles will contract sharply — and those contractions will affect real people. But many occupations will be rewired in quieter ways. Productivity gains will unlock new demand and create work that didn't exist, alongside a build-out around data, safety, compliance and infrastructure.
AI is unprecedented; so was the internet. The real risk is timing: overestimating job losses, underestimating the long, quiet rewiring already under way, and overlooking the jobs created in the backbone. That was the internet's lesson. It's likely to be AI's as well.
Read more of this story at Slashdot.
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