I’ve spent over 20 years introducing new technologies into organizations, and with each wave of innovation, it’s easy to get caught up in the excitement of what new tools can do. But in the long run, it’s not the tech itself that leaves the biggest mark—it’s the cultural shifts that follow. Gadgets come and go. What sticks with us are the insights into how people work, what they value, and how they want to be treated.
So it’s been fascinating to witness the rapid rise of AI in the workplace over the past two years—and to realise that we’re entering a new era of individual power at work, even within large organisations.
Tech doesn’t change us. It reveals us.
I saw this for the first time about twenty years ago. I was working with Microsoft on mobile phones when we were shocked by people demanding to use their iPhones for work – even fellow Microsoft employees.
We called it the “consumerisation of IT”—a very nerdy name in hindsight. That title reflected how we viewed things back then: IT controlled office tech, and anything personal was for “consumers.” But what was really happening was that employees were asking for flexibility and autonomy. Mobile devices just gave them the means to get there.
AI Also Stands for Autonomy & Independence
The same dynamic is unfolding with AI. ChatGPT has taken off—reaching 400 million users in just two years—not just because the tech is powerful. It is rapidly embedding itself in the workplace because people see it as an accessible means to make themselves more efficient, more innovative, and more independent.
It’s revealing a new individual responsibility for innovation. To better understand this trend I conducted a study with the B2B marketing agency Fight or Flight and research firm NewtonX, one result of which was to give a name to this phenomenon: The Individualist Era for workplace tech. This new era is shaped by several trends.
We’re Hacking Our Own Jobs
Entrepreneurial thinking isn’t new, but it’s certainly more pervasive. More than 60% of workers feel pressure to be more efficient, and 77% are willing to experiment with new tools to do so. Innovation is no longer just the job of the company. It’s personal. And affordable AI tools are the most accessible way to hack our jobs and keep up.
We’re More Attached to Our Tech Than Our Employers
Employer-employee relationships may be fraying, but the bond with technology is tightening. Nearly three-quarters of respondents said their tools are essential for career growth—not just their current job. And more than half (54%) said they would quit if critical tools were taken away.
Even more striking, 62% said they would turn down a job if the company used outdated or legacy tech.
Our relationships with our tools can outlast any one job. Increasingly, our “workbench” is part of our personal work brand.
In 2025, the right AI tools might matter more than other perks, like gym memberships or snacks in the kitchen.
Senior Employees Are Leading the Charge
We tend to assume that younger digital natives are driving tech adoption, yet our research found that it’s actually senior leaders pushing things forward.
They understand the gray area between business goals and the need for compliance, security, and privacy—and they’re navigating it with experience and intentionality.
Our study also uncovered four emerging archetypes, ranging from boundary-pushing “High-Flyers” to savvy “Adaptables,” steady “Reliables” and team-centric “Builders” that all have different perspectives on innovation, risk and compliance.
These types exist across organisations and can help leaders better understand how tools will be adopted—or resisted—on their teams.
Leading in the Individualist Era
To lead in this new era, organisations should start with three steps:
- Assess the Individualist Effect
- Are you meeting employees’ needs for autonomy, efficiency, and continuous improvement? These motivations drive tool adoption—and success or failure in tech rollouts.
- Map the Individualists
- Understand the attitudes and motivations within your teams. Know who’s likely to chase the next new thing—and who’s going to kick the tires before anyone else.
- Embrace the Employee Brand
- Workplace tools are now part of how individuals define themselves. Technology choices signal what kind of environment you offer. Attracting and retaining workers will require aligning technology with their personal brand and ambitions.
Welcome to the Individualist Era
Just like mobile tech once revealed a desire for flexibility, today’s AI tools are revealing something even more foundational: a shift in who holds the power to innovate.
So while hype over the latest AI news may be loud, I’m counseling companies to recognize a quieter yet more powerful shift. The individual worker is rising up as a tech decision-maker, innovator, and driver. Welcome to the Individualist Era at work. Chances are, you’re already here.
