When AI 'knocks on the door' of careers: Keep your identity or get swept away?

The growing penetration of artificial intelligence (AI) into industries forces us to ask: What is professional identity, and what does it mean in the digital age?

Redefining your professional identity in the age of AI

For centuries, professional identity has been what defined people in society. “I am a doctor”, “I am an engineer”, “I am a journalist” – seemingly simple answers that contain experience, expertise and pride. But when AI can write articles, diagnose diseases, and plan media campaigns in seconds, can that professional identity still retain its exclusivity?

Using AI in work and study is becoming more and more popular. Photo: AI

A recent qualitative study of 20 public relations (PR) professionals in Ho Chi Minh City shows that instead of being threatened, many are redefining their professional identity in the AI ​​era. AI does not replace them, but becomes an "invisible colleague" that contributes to speeding up work and increasing productivity, but still leaves the "creative soul" to humans.

Many of the study’s participants said that the use of AI has made them rethink their roles at work. Instead of simply producing content on demand, they are increasingly taking control of strategy, shaping messages and connecting other parts of the business. One described themselves as “organizers of the conversation between the brand and the public” – with AI as a supporting tool and them as the leader.

AI can help with planning, data collection, and idea generation, but the decision-making is still human. One study participant shared, “AI can make dozens of suggestions, but it’s how I choose, connect, and implement them that creates the right strategy.” This statement is not just about work, but also about how they affirm their professional qualities in the technology era.

When creativity no longer starts from zero

Contrary to the fear that “AI will kill creativity,” many in the study saw it as an opportunity to accelerate creativity and provide more multi-dimensional feedback. Some said they used ChatGPT as a discussion partner not to create complete content, but to open up perspectives. In this way, creativity is not lost, but is triggered by data, but shaped by human intuition and emotion.

During the interviews, three typical types emerged: those who actively integrate AI as part of their new identity; those who cautiously use AI in parts; and those who approach it cautiously. What is remarkable is that all three groups share one thing in common: they do not want to lose control. The power to decide the content, how to deliver the message, and to act as a liaison between people is the “human” part that cannot be delegated to a machine.

In fact, what confuses many people is not just the technology, but the feeling that they are no longer the "professional" as before. When AI is faster and better at some operations, professionals are forced to return to the original question: what makes my unique value?

Professional identity, therefore, is no longer defined by a single skill or a fixed job title. It is shaped by how we adapt, choose, and respond to change.

A Microsoft and LinkedIn Work Trend Index 2024 report found that 52% of workers are reluctant to admit using AI for their most important tasks, and 30% worry that AI could replace their roles in the future. This shows that while embracing technology is an irreversible trend, maintaining professional identity is a journey of self-reflection and awareness.

Work, therefore, is not only a means of survival, but also a part of the journey of becoming. As technology becomes more and more involved, what makes the difference is no longer "how many tools", but understanding people, professional intuition, and love for the job.

Steve Jobs, former CEO of Apple, once said: "The only way to do great work is to love what you do. If you haven't found work you love yet, keep looking. Don't give up."

And perhaps, in the age of AI, instead of asking each other "What do you do?", a more valuable question is: "Who are you becoming through your work?".

Source: https://thanhnien.vn/khi-ai-go-cua-nghe-nghiep-giu-ban-sac-hay-bi-cuon-theo-1852505050847416.htm