Reading · Role map

Not replacing roles —
taking the repetitive halfFive kinds of role, split line by line

Every one of the five tables below has two columns, and the right-hand one is the point of this page. What a machine can take is easy to list. What has to stay with a person is the part that decides whether any of this works.

Roles covered

5

Tests that draw the line

4

Left with people

4 things

Headcount reduction promised

None

The tests first

The line isn't drawn by seniority — it's drawn by these four

Within one role, some things a machine does more consistently than a person, and some things should never be handed to it. The split has nothing to do with who is senior or well paid. If any one of these four fails, that task stays with a person.
01

Does it have one correct answer?

Specifications, stock, warranty periods, order status — those answers are looked up, and a machine is steadier at it than a person and never forgets. Anything requiring a judgement call, reading a room, or knowing how far to push has no single correct answer, and a machine will simply produce one for you.

02

Is a mistake reversible?

An image can be re-run. A quote that has been sent cannot be recalled. Where the cost is irreversible, the final action has to be a person's — not because the machine judges badly, but because there is no second attempt.

03

Does someone have to sign for it?

External commitments, legal exposure, concessions to a customer — the signature has to belong to someone who can answer for it. That isn't a technical question, and a better model doesn't change the answer.

04

Is the volume large enough?

Something that happens three times a month costs more to specify than it saves. Handing a task over is only worth it if it recurs every week — repetition is the only economics on this line.

The four together say one thing: what a machine takes is the part that's lookup-able, repeatable, unsigned, and happening every week. The rest isn't beyond it — it's that you wouldn't trust the output.

Five roles

Line by line: what goes, what stays

These five aren't the limit of what can be built — they're the five where the approach is settled enough to state the delivery boundary precisely. Every right-hand column is what stays with people, and it's written more carefully than the left, because it's the argument of this page.

Customer support

Taken by the machine

  • Specifications, stock, shipping and warranty — anything with a lookup answer
  • Order status and standard after-sales flows
  • Replies in every language, with terminology held consistent
  • First response around the clock, so nothing sits overnight

Left with people

  • Complaints and anyone who is upset
  • Negotiations involving a concession or compensation
  • Taking over when the machine can't answer — and it has to know that it can't
  • Reviewing transcripts periodically and adding what was missing to the knowledge base

The key design decision: when it can't find an answer it escalates and never improvises. A support bot that invents answers is worse than none.

Content and SEO

Taken by the machine

  • Keyword research and topic scheduling
  • First drafts in your brand's voice rather than generic filler
  • Every language in sync, against one glossary
  • Structured data, internal links and AI-crawler discovery files generated with it

Left with people

  • Deciding the direction and the content strategy
  • Final review: fact-checking, professional judgement, legal risk
  • Adding what a machine can't produce — first-hand experience, real cases, what's actually happening in your industry

The realistic ratio: a long-form article goes from 8 hours to 16 minutes, of which 15 minutes is human final review. What disappears is the first draft, not the checking — and those 15 minutes shouldn't be cut.

Visual assets

Taken by the machine

  • Batch background removal, scene replacement and consistent lighting
  • Hero, detail and social sizes exported in one pass
  • Style held to your visual standard so a batch doesn't drift
  • Short-form video source material produced at volume

Left with people

  • Setting the visual standard — a machine executes one, it can't decide one
  • Physical photography: materials, real usage settings, models
  • Selecting from each batch, and sending back what doesn't pass

Control is the hard part of this category, which is why the work is organised as a choice between tiers rather than one method.

Sales development

Taken by the machine

  • Finding prospects at volume and assembling background on them
  • Scoring and ranking leads so time goes to the right ones
  • Personalised first contact rather than a broadcast template
  • Follow-up cadence, so nothing is forgotten

Left with people

  • The actual sales conversation and the negotiation
  • Deciding the price and the concession
  • The relationship — that can't be handed to a machine

The goal isn't “AI sells for you”. It's that salespeople only handle qualified leads, with the filtering in front of that given away.

Back office

Taken by the machine

  • Expense document extraction and pre-checking against policy
  • CV screening and structuring
  • Approvals routed automatically by rule
  • Key contract clauses extracted and compared
  • Policy questions answered, so new starters stop asking colleagues

Left with people

  • Every approval that requires a signature and accountability
  • Discretion on exceptions
  • Setting the rules themselves

This category has the highest data-sensitivity of the five — salaries, contracts, identity documents — which usually makes self-hosting non-negotiable.

The half that stays

What the person actually ends up doing

Collect the right-hand columns of all five tables and there are only four things — and they happen to be the four nobody had time for.

Set the standard

Decide what “done right” means

A machine executes a standard, it doesn't set one. Set it wrong and it will do the wrong thing very efficiently, at volume.

Handle exceptions

Everything outside the rules

A process covers 85% of cases. The remaining 15% is all difficult. That's where people's time should go.

Carry accountability

The person who signs

External commitments, legal exposure, concessions to a customer — never a machine's decision to make.

Design the process

How this should work at all

The most overlooked one. Whoever understands the business best should decide the process itself — that can't be outsourced, and shouldn't be.

Which is why the return on this shouldn't be counted as headcount saved. It should be counted as whether those four things have ever been done properly. In most companies the answer is no — not from unwillingness, but because the other half filled the day.

Where to start

Pick the most repetitive one, not the hardest one

Starting all five at once is the most common way this fails. The real first move is singular: pick one, run it two months, and let the logs choose the second.

Look for the backlog

No survey needed. Look at where tasks pile up, who is catching up after hours, and what customers chase most. Backlog is where repetition is, and it surfaces on its own.

Run one for two months

Two months is enough for the run log to speak: how often it ran, how often it was wrong, how often a person stepped in, and where the saved time went. With that, the second choice doesn't need a meeting.

Don't start all five

Five lines at once means five problems at once with nobody able to tell which layer failed — and nothing usable in the first month, which exhausts the budget's patience before the work does.

The inverse of these three is on common mistakes; to start from one specific task, see a single workflow module.

Questions

The four we get asked most about roles

All four affect whether you open this conversation internally at all, so they're answered directly.
01If we follow this map, should we be cutting headcount?+

This map moves actions, not people. A role has never consisted of one thing — take it apart and what can be handed over is the few actions that repeat, while complaints, exceptions, judgement calls and external commitments are all still there, and those are precisely the parts that consume people. So the step from this map to “how many people can we cut” is a broken inference. What genuinely changes is the composition of everyone's time: most of the day used to go on moving things and waiting, and afterwards most of it goes on judgement and exceptions. Whether that should change your headcount depends on where your volume is going, which isn't a question this system answers — in most cases we've seen, the same people absorbed more work. We also advise against writing “remove N people” into a project's objectives: that objective can't be stated openly, and an objective that can't be stated openly is quietly resisted during rollout. Nobody cooperates with something built to replace them. The reverse works far better — put the tool in people's hands and let them use it on the part of their own job they hate most.

02What if our staff resist it?+

Resistance usually isn't about effort. It's about two fears: will it make decisions for me, and will it be used to measure me. Neither is answered by reassurance — it's answered by how the thing is delivered, and our approach is to put it in people's hands rather than install it above their heads. Delivery includes training aimed at business staff, and what it teaches isn't how to operate a system: it's how to hand over the repetitive parts of their own work — reworking copy in bulk, tidying spreadsheets, drafting replies, aligning terminology and translations. Things they already do daily, where the time saved shows up the same day. Templates, wording and parameters are made changeable by them, tuned to their own habits, without waiting for a development queue; and the first person who gets a result out of it goes and shows everyone else, which beats any amount of top-down push. There's also a fixed rule about sequencing: what goes live first is always the part that saves them time, with monitoring and reporting coming later, and the entry point sits inside a tool they already use so nobody has to log into anything new. Finally, the right-hand columns above should be explained before launch — people who know their half is untouched behave completely differently. Once someone realises this is their tool and it makes their own work lighter, they stop needing to be persuaded and start asking you for more of it.

03Our roles aren't in these five. What then?+

These five are simply where the approach is most settled and the delivery boundary can be described precisely — not the limit of what can be built. The test was never the job title, it's the shape of the task: a clear trigger, a process you can describe, a clear output. Manufacturing, wholesale, export trade, engineering, clinics, law firms, training providers — we apply the same test. Where nothing matches a full line, starting with a single module and one specific task works.

04Should we hire someone who understands AI first?+

No, and hiring first usually gets the order backwards. What you actually need is someone who understands the business, can describe the process, and has the authority to change it — someone who can answer “why is this step done this way” and “who approves an exception”. The technical side is delivered by us, with training for your existing technical people at handover; it's all built from open standard components, so any engineer familiar with that class of tooling can continue.

Next

Apply this table to your own roles

A diagnostic walks your actual process and applies the four tests item by item: what could be handed over now, what has to stay with people, and which one is worth doing first — including “this category shouldn't be automated” where that's the answer. The findings are yours either way, and the fee is credited in full.