AI is undoubtedly the buzzword on everybody’s lips, especially with the government’s recent announcement of the AI Opportunities Action Plan – its strategy for developing AI in the UK.
Behind the hype and headlines, it’s increasingly clear that those who embrace the technology are putting themselves in a strong position for the future, whilst those with their heads in the sand run the very real risk of being left behind.
For instance, the successful integration of AI into digital frontline workplaces can provide employees with a multitude of benefits, yet many organisations are struggling to find their feet when it comes to implementing these new technologies. So, how can AI be leveraged for the frontline workforce across sectors such as retail, hospitality, healthcare and logistics for the benefit of all?
How is AI changing perceptions of job security among workers?
There’s no question that AI has sparked concern across the workforce. In fact, research suggests that up to 75% of employees are worried that AI could replace their roles. This is especially prevalent among desk-based workers, where automation has already made an obvious impact.
But for frontline workers – those in customer-facing, hands-on roles – the conversation has been different. Until recently, the assumption has been that AI wouldn’t reach those jobs in the same way. In reality, that’s no longer the case, and AI is starting to play a much bigger part in supporting frontline employees by helping to drive efficiencies and solve long-standing operational challenges.
Frontline workers haven’t traditionally benefited from digital transformation. Why is this, and how will the implementation of AI be different?
In the past, there has often been a disconnect between corporate strategy and life at the coalface and, despite all the emphasis on digital transformation, frontline teams often feel left behind. Indeed, many businesses have invested heavily in technology for back-office functions, but those benefits don’t always extend to frontline environments.
As a result, frontline workers can feel overlooked and under-supported, causing productivity to suffer and customer experience takes a hit. AI offers a way to close that gap, but only if it’s applied in the right way.
For example, AI can be used to handle administrative tasks which helps to unburden managers, and allows them to have a greater focus on their frontline staff. By automating routine tasks, managers are able to dedicate more time to developing their teams, fostering a culture among workers of continuous improvement and high performance. Additionally, AI has the ability to turn insights directly into action items. By leveraging workforce management data, AI can identify and implement tailored action items for staff on shift, improving both the efficiency and optimisation of workflows.
Currently, one of the most talked about applications is using AI to boost customer-facing communication tools. AI-powered chatbots are already commonplace and are used to field common queries and route more complex issues to the right person, reducing friction and improving service.
How can this help businesses understand workers and customers better?
One of the most powerful tools AI offers is conversational intelligence. It’s the ability to analyse natural language – what people say in surveys, chats or comments – and detect sentiment in real time.
Imagine a large retailer deploying a new scanner at checkout. With AI, managers can immediately access frontline feedback about how it’s being received. If something’s not working, it can be fixed quickly before it becomes a bigger issue.
The same applies to customer feedback. If a customer leaves a negative review complaining about the cleanliness of a store, AI can turn that into an actionable task for the current shift within seconds. This kind of instant response loop helps ensure a better customer experience while also empowering frontline teams to take action and prioritise tasks.
How can AI be used to improve employee wellbeing?
This is an extremely important use case because productivity gains are only part of the story. AI also supports a better frontline experience, which helps with engagement and retention. For example, predictive scheduling can anticipate peak times and match staffing levels accordingly, reducing stress and promoting a healthier work-life balance.
AI can also help streamline communication, filter out the noise and prioritise messages so workers aren’t overwhelmed. On top of that, real-time support tools can help employees troubleshoot issues on the spot or find answers without waiting for managerial input.
In practical terms, these capabilities can contribute towards a more positive, productive environment for the people who are often under the most day-to-day pressure.
Should frontline employees be worried about being replaced?
It’s a fair concern, but AI will not replace frontline workers. It is about augmentation rather than eradication. The tasks most suited to AI are the ones people don’t enjoy doing: repetitive admin, basic data input and low-level triage, among others. By handing these off to technology, employees can focus on what they do best, which is their capacity for empathy, critical thinking, creativity and problem-solving.
In the long run, this will help evolve frontline roles rather than eliminate them. It’s also an opportunity for upskilling and reskilling. New jobs will emerge around managing AI systems, interpreting data or supporting digital processes, and businesses are increasingly investing in training to help employees make that transition. By treating AI as a tool to empower rather than replace, businesses can build a stronger, more resilient workforce and create a better experience for everyone.
Mark Williams is an experienced leader in the retail space with an extensive career, including 14 years at Shell (Retail) where he was responsible for retail's 'Global Frontline Digital Transformation' and executing frontline enablement strategies. He is now Managing Director EMEA at WorkJam, the world leader in digital frontline workplaces.
Mark has a proven track record of delivery against newly created roles, translating an enterprise vision into reality. As an experienced leader, he creates and develops high performing teams that deliver "real" commercial value.