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Feature BY Emily McCrary-Ruiz-Esparza | September 24, 2026

The Identity Crisis Disrupting the HR Department

A new poll suggests that HR leaders are having an identity crisis, if not an existential one. The 2027 State of People Strategy report from Lattice, the people-management software company, found that 55% of HR leaders globally say they’re considering changing careers. In the U.S., the figure is a bit higher, at 58%. HR teams are shrinking in size but growing in complexity, and it’s driving many HR leaders to burnout. The never-ending cycle of changes brought on by new technologies—AI, in particular—as well as the department’s growing responsibilities and economic instability, have taken their toll. Arguably, no other department has undergone such a dramatic evolution in so little time. The evolution from administrator to strategic player took place in less than a decade and has presented new opportunities for specialization as well as business contribution, but it’s also driven many to exhaustion. Thirty-five percent of HR leaders say the department operates in a perpetual state of crisis.In the past year alone, HR leaders have rolled out AI tools, absorbed new compliance requirements, and been asked to redesign work itself, all without significantly growing their teams. Thanks to all the ways AI is automating and accelerating the daily work of HR, many predict (or at least worry) that HR departments will ultimately shrink in size. Yet there’s no apparent worry that they will shrink in influence. Instead of adding more jobs, HR leaders are simply creating different ones to shoulder growing responsibilities. Today’s HR departments are filled with technologists, data analysts, and lawyers, transforming what the function looks like from the inside. As the HR department has expanded its influence, it has also expanded its role diversity. About ten years ago, tech workers entered HR the department to handle the growing number of digital tools and apps. Then came the analysts who would handle the growing lakes of data collected by those tools. A few years later, attorneys popped up, many of them in the function’s senior-most role. Maral Kazanjian had spent a career in the general counsel’s office before moving into the chief people officer role, first at WeWork and later at Moody’s, where she is today. Kazanjian told From Day One  that she felt she had effectively been moonlighting as an HR professional from her seat as an attorney since employment matters routinely landed on her desk.The shape of the department is entirely different than it was just a handful of years ago, and hardly recognizable against its 20th-century self. In early 2024, Deloitte heralded the arrival “boundaryless HR,” in which the HR team moves from center of excellence to a function embedded in every team across the organization, “cocreated and integrated with the people, business, and community it serves.” While the influence of the HR department and its chief executive is certainly widening, its component roles are changing. As influence stretches outward, the department finds itself in need of a greater variety of skills, so new team members are moving in. Claire Borelli, the CHRO of the retirement services provider TIAA, said during a fireside chat at From Day One’s Philadelphia conference this week that the operationalization of AI is finally giving HR pride of place. “I’ve been in the HR function a really, really long time, and I’ve always felt like, no matter what, we were laggards,” she said. HR was always tasked with reacting to circumstances—Covid, the Great Resignation, return to office—rather than leading the business through them. Now, however, “I feel as though we’re the leader,” Borelli said. “At the end of the day, [AI] is not a technology play, it’s a human-capital play, and I know my CEO is looking to me to understand and help drive the new ways of working.”As HR industry analyst Josh Bersin told From Day One, “the function is changing across every domain.” HR as a Center of InnovationNew arrivals to the HR department “highlight a broader transformation,” said ​​Amani Gharib, director of HR research and advisory services at McLean & Company. “They signal a shift toward HR serving as a hub for innovation, using technology and analytics not just to manage workforce processes, but to anticipate workforce needs, drive engagement, and create measurable business outcomes.” Gharib noted the addition of roles like HR business managers, who fill a kind of chief-of-staff role, HR technology strategists, and project managers.During a From Day One webinar in December, Marvie Wright, the VP of learning and development at Qualfon, described two new roles on her team. An project manager to help with the growing work load, and programmers to handle new AI developments. “The possibilities are endless and my company is excited to invest in those areas because we know this is leading to a more enhanced future.”It’s very likely that AI-specific roles will appear more frequently. Bersin explained that HR will likely need a chief AI leader to handle the techAI strategy, and maybe even a chief HR data leader to handle data and compliance. The industry analysts at Korn Ferry forecast that the new AI manager roles may be filled by entry-level workers—an encouraging prediction for those worried about AI wiping out too many early career roles.As the role of CHRO becomes more and more complicated, Bersin said that some HR departments are exploring the establishment of more chief HR operations leaders and chief learning officers, while others are assigning other HR leaders to help other teams redesign their work around AI.As for who is filling new roles–HR practitioners or those outside the department—that’s an issue for each company to explore based on its resources, said McLean & Company’s Gharib. While some HR teams are actively training themselves for new roles, specifically in tech, others are hiring from other functions for access to specialized skills.“HR business partners are not fully ready for these new responsibilities,” according to Bersin, “and all the new AI and data systems are unfamiliar territory. This creates a massive need for upskilling.”Some companies are expanding the function through internal mergers, like Moderna, which combined HR and IT departments in 2025. While a move this bold remains very rare, McLean & Company predicts in its 2026 HR Trends report that HR and IT will ultimately be stronger together.HR as a Strategic Workforce PlannerIn late 2025, the Economist reported that while HR has taken over the business world, AI could ultimately shrink it. Given the ways AI is automating the work of HR teams, it’s not an unreasonable prediction, and it has many practitioners worried about their future job prospects. While academics have observed dents made in tech and customer service roles thanks to AI,  human resources hasn’t made that list, at least not yet. If it continues to shift its weight into tech roles, one wonders if that could change. Thirty-nine percent of HR leaders report feeling undervalued in 2026, per Lattice’s survey.Gallup’s leadership and culture researcher Vibhas Ratanjee wrote for Forbes that HR leaders needn’t build empires, but networks instead. Given its new diversity of job functions, that network may form naturally.It’s not completely out of the ordinary for HR practitioners to have pretty deep tech skills–HR information systems jobs have been around for five years or more, for example–so it’s not as if HR teams aren’t capable of filling the new roles themselves. Yet, industry analyst Josh Bersin said, the department is increasingly attracting people from outside the function.“I think the days of ‘HR doing HR’ are slowly going away,” Bersin said. “Now it’s about ‘HR building and integrating tools that do HR,’ and that’s an entirely new and exciting type of role.”How Schools Are Preparing Students for the New HR DepartmentUniversity programs are responding to the new variety of skills needed in the HR discipline. Christopher To, an assistant professor of HR management at Rutgers University, is teaching a new class on AI in HR. The course builds basic skills, like how large language models are built and how they work. They’ll be looking for case studies to explore. “Go on Google. Ask AI. You’ll get a deep research report on how AI is being used in a particular context–recruiting, training, what have you,” he said. “What’s much more useful is learning how to identify new ways to use AI in HR. He aid that it’s actually product-management skills–like identifying problems, designing and executing solutions, and then managing stakeholders–which believes will equip students to come up with new use cases once they join the HR field.  This fall, Cornell University’s industrial and labor relations school is adding a graduate-level course on AI in HR, taught by a newly minted computer science PhD. His undergraduate degree? HR. It’s the first time the school has hired someone without an HR background to teach in the department. “He’s got an HR heart and soul to him,” said Chris Collins, professor of HR studies and director of the master’s program.As a director of the program, Collins has spent years talking to employers about what they want from HR grads, and lately, they want data-savvy new hires. Twenty-five years ago, he said, quantitative skills really weren’t on anyone’s wish list. But what hasn’t changed across decades is that employers want smart people who can learn, and learn quickly.One skill that Collins is keen for his students to develop is influence. “How do you be courageous?” he said. “How do you stand up when everyone else wants to do something that’s not right or isn’t right for employees? How do you have a stronger voice? How do you really make your case?” Emily McCrary-Ruiz-Esparza is an independent journalist and From Day One contributing editor who writes about business and the world of work. Her work has appeared in the Economist, the BBC, The Washington Post, Inc., and Business Insider, among others. She is the recipient of a Virginia Press Association award for business and financial journalism. She is the host of How to Be Anything, the podcast about people with unusual jobs.(Photo by Bulat Silvia/iStock)

The Identity Crisis Disrupting the HR Department
Feature BY Lisa Lacy | August 25, 2026

Back-to-School Season Meets the AI Shopping Agent

The back-to-school shopping list is getting an AI assistant.With a projected $43.3 billion in K-12 back-to-school spending up for grabs this year, retailers are watching closely as AI agents begin to influence how shoppers discover and ultimately buy products.From finding the right supplies to comparing products, AI shopping agents are taking on more of the work during this season’s back-to-school marketing campaigns. Jason Alan Snyder, chief AI officer at AI startup SuperTruth, called back-to-school a “particularly good use case” for AI shopping because “the list is fixed, the time window is fixed and the task is not about taste—it’s about coordination.”The Rise of AI Shopping AgentsAccording to Adobe’s research, 86% of consumers use AI while shopping, which marks a huge behavior change from just two years ago.“It’s really indicative of everything that consumers are dealing with and then all of a sudden, the AI assistant being able to be a personal shopper for them,” said Vivek Pandya, director of insights at Adobe.A recent Adobe report highlighted AI’s increasing value in commerce. As of July 2026, traffic to U.S. retail sites from AI sources was up 62% year over year. What’s more, AI visitors converted at a 60% higher rate and had a 14% higher engagement rate than other shoppers. Consumers using AI tools also spent 59% more time on retailers’ sites, were 33% less likely to bounce and added items to their carts at a 28% higher rate.The potential is not lost on retailers. Retail analyst Bruce Winder, who recently attended a Prime and grocery analyst event in Seattle, shared back-to-school use cases from Amazon, which include: sharing photos of supply lists so Alexa for Shopping can identify items and add them to shoppers’ carts. Consumers can also set budgets and price alerts and enable auto-buy functionality when an item drops to a specified threshold.And consumers appear willing to give retailer AI a try. According to Amazon, Alexa for Shopping, which was formerly known as Rufus, “helped over 300 million customers in 2025.” But it’s not easy to make apples-to-apples comparisons.In a February 2026 earnings call, David Guggina, president and CEO of Walmart U.S., said roughly half of Walmart’s app users have used its AI assistant, Sparky. However, the retailer bundles app usage figures within its broader customer base: In a March 2026 regulatory filing, the retailer said, “Each week, we serve approximately 280 million customers who visit more than 10,900 stores in 19 countries and through our numerous eCommerce websites and mobile applications.”Nevertheless, analysts agree shoppers are more likely to start with third-party AI platforms like ChatGPT, Gemini and Claude, which have 900 million weekly users, 1 billion monthly users and a reported 20 million users in 2025, respectively.“The smarter retailer move isn’t to force shoppers into some kind of branded AI tool,” said Snyder of SuperTruth. “It’s to make sure that their product data, pricing and inventory shows up inside of general AI tools people already use.”AI as a Back-to-School Shopping AssistantResearch from the National Retail Federation (NRF) found 61% of back-to-school shoppers in 2026 are using these tools to find “the best prices and discounts and ask for recommendations and ideas.”Pandya agreed. “We’re finding that it is helpful for research comparison shopping, getting a sense of what’s available, like broader details around what they are looking for, product-wise,” he said. This price checking functionality is significant, as the NRF said 78% of shoppers expect to see higher prices on back-to-school items this season.“As affordability remains a significant concern for many shoppers, they are using AI agents to compare prices, promotions, specifications and other attributes to lower overall costs,” Winder said. “They may also ask AI agents to recommend specific life hacks to save money as well for the back-to-school season.”Abby Lovett, founder of AI agency CTP Visibility Advisors, noted most parents don’t want to skimp on the back-to-school experience for their kids, but the total cost of supplies is “jaw-dropping.” The NRF forecast families with kids in elementary through high school will spend an average of $863.86 in 2026.“Most kids have a thing they really look forward to, e.g., a new hoodie or new kicks,” she said. “Using AI to comparison shop on prices, colorways and sizes has made me and many other parents an absolute hero.”Back-to-School Season Creeps Into SummerCost concerns reflect another behavior change from recent years: The influence of Amazon’s Prime event and other summertime sales, which resulted in $26.4 billion in online spend in June 2026. That’s starting to rival Cyber Week numbers.“We’ve just seen so much early back-to-school shopping being mapped into the Prime event,” Pandya said. “You have consumers understanding the context of the deals happening, understanding that multiple players are likely vying for their dollar and then they’re using the AI agent to help strategize around that.”Does this mean we’ll be ready for AI agents to do back-to-school shopping for us in 2027? Not quite. While there were some attempts to support this functionality in 2025, Pandya says there has been some pullback.“The consumer [feels] more comfortable in having that back and forth with the agent and then having a lot of control on what actually gets spent once they get to the site,” he added. “Or having a conversation and then maybe you step away and you come back through paid search or you come back through social and then with the intel that you had from your AI exchange, you’re purchasing with more confidence.”Where AI Shopping Falls ShortBut AI shopping does have some limitations, even when it comes to back-to-school deals. “AI is much better at narrowing things than creating taste,” Snyder said. “It’s much stronger when you know what you want and you need help finding the price or the availability and it really, really sucks at surfacing things that you love.”For Snyder, the current shift is less about AI shopping going mainstream and more about consumers getting used to AI as a starting point.“Shopping is one more place that people use AI to reduce effort, so the question is more where in the journey is AI actually helping people,” he said. So while the technical capability for AI agents to shop for us may exist, consumer demand does not. At least for certain products. “Glue sticks, printer ink, that stuff, I can’t imagine somebody wouldn’t gladly hand that to an agent,” Snyder said. “But buying is also how we express care in a lot of cases or our identity. Picking your kid’s first day of school backpack isn’t the same thing.”There is a silver lining for retailers. As routine buying gets automated, the human-facing parts of retail—like the backpack—are where brands can differentiate themselves.“The divide isn’t between AI shopping and human shopping. It’s between purchases where convenience is the whole value and where the act of choosing has emotional weight,” Snyder said.As a result, he encouraged retailers to think about where their offerings have the greatest emotional impact and what introducing AI will do “because that’s the part that’s worth the most money.”Preparing for the AI ShopperThere is a more tangible opportunity in the meantime. Brands and retailers need to make sure their offerings, including details like pricing and availability, can be found by the AI platforms consumers are using.The recent Adobe report found this is one area many sites fall short—and recommended brands focus on machine readability, or making their websites and product information easy for AI systems to understand and interpret.As Pandya put it, that means “how can they work to organize the structure across their site so that they can benefit from even being read by the machine because the LLM agent has to serve an answer back to the user very quickly, so it all needs to be structured and highlighted in a way where it can do that.”Optimizing for AI search should also include cultivating reviews on sites like Google and Amazon, as well as monitoring conversations on platforms like Reddit and YouTube.“All that is being absorbed by these agents in order to give an answer back to the user that feels very well vetted and trustworthy,” Pandya said. “That’s the opportunity for the brand to show up across all those fronts and ensure strong machine readability, so that they get visibility.”Moving forward, Pandya anticipates AI platforms will explore how to better serve their own users, which could include pre-populating shopping prompts. “That’s what we’ll be keeping an eye out for,” he said.Lisa Lacy is a writer based in Atlanta. She has covered marketing and technology for more than a decade for publications like TechCrunch, CMO.com, VentureBeat, The Wall Street Journal, Dow Jones Newswires, ClickZ and Search Engine Watch.(Photo by Nikita Burdenkov/iStock)

Back-to-School Season Meets the AI Shopping Agent

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