AI Will Do 90% of Our Jobs — And That’s a Good Thing

Swagat Choudhury, Mars Wrigley | DELIVER Europe 2025

Introduction: Fear, Curiosity, and the Future of Work

In a refreshing and human keynote at DELIVER Europe 2025, Swagat Choudhury, Global Digital Commerce Director at Mars Wrigley, tackled a question many professionals are asking: Will AI take our jobs?

His answer? Yes — and it’s a good thing.

With wit, insight, and real-world application, Swagat explored how AI is transforming the nature of work — not just by making teams more productive, but by giving people their time and creativity back.

Breaking the Routine: Why We Need Help

Swagat opened with a familiar scene: you stare at your presentation slide for minutes, unsure how to start. You know what you want to say — but not how. That’s where AI steps in. Tools like ChatGPT and Napkin.ai aren’t replacing your ideas — they’re amplifying them.

He urged attendees to let go of guilt around using tools that help us work better, faster, and with more joy. “We’ll keep the 10% of work we love,” he said. “AI will do the rest.”

Digital Commerce Is Growing — But Teams Aren’t

Digital commerce now represents 10–20% of business, up from just a few percent years ago. But as Swagat pointed out, “headcount doesn’t grow proportionally.”

This imbalance creates a challenge: how do teams scale without scaling burnout?

His solution: reframe AI as a teammate — not a threat.

Swagat’s “Before Coffee vs. Over Coffee” AI Framework

To help teams identify where AI can support them, Swagat introduced a simple framework:

• Before coffee: Tasks that can be fully automated — alerts, stock checks, content formatting

• Over coffee: Work that benefits from AI-boosted insight but still needs a human touch — strategy, review, refinement

By identifying these zones, teams can focus human energy where it matters most.

Five Ways AI Is Transforming Digital Execution

Swagat walked through five pillars of digital commerce, and how AI supports each one:

1. Availability – AI-driven stock analytics and predictive out-of-stock alerts

2. Findability – Conversational search, voice commerce, and algorithm-friendly content

3. Likeability – Automated product copy, AI-enhanced visuals, and rapid campaign tweaks

4. Actionability – Agentic AI for self-improving execution and rapid scaling

5. Efficiency – Time-saving tools for writing, summarising, whiteboarding, and planning

From Agentic AI to Alexa: What’s Changing in Consumer Behaviour

AI is not just shifting how businesses operate — it’s reshaping how consumers engage.

• Search is now conversational

• Shopping is now voice-activated

• Decision-making is becoming more contextual and fluid

Swagat’s advice? Prepare for a world where customers interact with AI before they ever see your brand.

AI Tools That Power Personal Effectiveness

For individuals, Swagat recommends:

• ChatGPT – for unblocking content and getting a creative push

• Napkin.ai – for visualising concepts and brainstorming

• Zoom/Teams summaries – for recapping meetings you never had time to document

• Microsoft Viva Insights – for reclaiming time in your workweek

These tools aren’t fancy extras — they’re foundational to a more balanced, creative, and energised way of working.

Conclusion: Keep the 10% That Makes You Human

Swagat closed with a message of hope — not fear.

Yes, AI will likely do 90% of what we currently call “work.” But that leaves 10% of the most strategic, creative, emotionally intelligent work to us.

It leaves space for the things that matter: big ideas, meaningful conversations, and even a walk with your dog.

“AI gives us time back. And that’s the most powerful tool of all.”