Artificial intelligence is transforming industries worldwide, but how is it affecting employment in Durham Region? As automation expands into various sectors, many workers – especially students and young professionals – face a shifting job market.
AI-driven technology is altering industries such as retail, manufacturing and customer service, which traditionally provide many part-time and entry-level jobs. While AI threatens certain roles, it also creates new career paths, leaving many wondering: Is AI an opportunity or a disruption?
Dr. Isabel Pedersen, a professor at Ontario Tech University and director of the Decimal Lab and Digital Life Institute, studies AI ethics, algorithmic culture and emergent media. She emphasized that AI’s impact is widespread. “Every single field in every single sector is adopting and adapting to AI differently; it is comparable to internet technology,” she said.
Automation in retail, for example, has replaced many cashier jobs with self-checkouts, while manufacturing facilities are increasingly using robotics. Customer service roles are also shifting, with AI chatbots handling inquiries that were once managed by human employees.
Dr. Kate Cassidy, an assistant professor at Brock University specializing in workplace communication and technological advancements, highlighted some of the biggest transformations. “Freely available generative AI tools are easy to use for writing, research, planning and content creation,” she said. “While more complex uses are emerging, the most immediate impact is on roles in admin, marketing, HR, communications, project management and operations – jobs where written output or planning is central to the job,” she said. These industries are experiencing not just job losses but fundamental changes in how work is performed.
For students relying on part-time work, AI poses unique challenges. Automated ordering systems in fast food, AI-driven inventory management in retail and robotic automation in warehouses all reduce the need for entry-level workers.
Dr. Pedersen acknowledged that automation has already displaced some workers.
“There had been some job displacement for some of those fields (…) job transformations are also happening.”
However, she added that AI can be both “a disrupter and a generator of jobs and future employment.”
Jacob Emmanuel, a police foundations student at Durham College, expressed concerns about how AI might impact law enforcement roles in the future. “We use a lot of technology in policing already, but if AI starts making decisions for us, that could be dangerous. People still need to be involved in judgment calls.”
Pankhuri Malhotra, a forensic psychology student at Ontario Tech University, sees potential benefits and risks. “AI can help with data analysis in criminal cases, but it shouldn’t replace the human element in forensic investigations. Bias in AI is a real problem, and we need people who can interpret results critically.”
While AI replaces some roles, it also introduces new career paths. Dr. Pedersen suggested that ethical assessment of AI use could be an emerging profession. “A new job role should be for young people to be trained in ethical assessment of the use of these technologies in work.”
Dr. Cassidy reinforced this, stating that the most valuable employees will be those who understand when to use AI and when to apply human insight.
Dr. Michelle Chen, an assistant professor at Brock University researching social media’s influence on civic engagement, emphasized the importance of foundational skills in an AI-driven workforce.
“Domain knowledge and foundational skills have become even more important (…) generative AI is proven to be really good at helping people who already have a certain skill set,” she said.
With companies increasingly relying on AI to streamline operations, ethical concerns arise. Dr. Chen warns about balancing efficiency with job security. “There needs to be a balance between efficiency and not eroding some of the well-being and satisfaction and also skills of the consumers,” she said.
She also pointed out that consumer backlash occurs when businesses prioritize automation over people. “Companies are using generative AI to show that they are keeping up with the times but we see a lot of backlash from consumers because they see it as job displacement.”
Dr. Cassidy agrees that human oversight remains crucial. “Some organizations might mistakenly believe Generative AI can replace people but that will rarely be the right move. Humans want to be seen and heard by other humans. Skills like evaluating AI output, adapting it to context and adding empathy and interpersonal nuance will still be important,” she said.
Looking ahead, adaptability is key. Dr. Pedersen stresses that AI literacy is now an essential skill. “AI literacy has emerged from digital literacy … every university is starting to develop and deploy AI literacy.”
Dr. Chen encourages students to advocate for themselves in this evolving landscape.
“Students would have to learn how to adapt to these changes, learn how to use generative AI (…) and the advocacy part comes in knowing what you generally enjoy,” she said.
Emmanuel believes that education will play a crucial role. “It’s important for students to learn about AI early so we can use it in our fields instead of being replaced by it,” he said.
Ultimately, AI is reshaping the job market in Durham Region, but those who embrace flexibility and new skills can find opportunities in this transformation. “AI is here to stay,” Malhotra said. “So we need to focus on how we can work alongside it, not against it.”