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AI In The Workplace: The Hidden Cost Of Greater Productivity

For several years, the dominant message in the U.S. tech and business environment has been that AI will not replace employees but make them more effective. Executives and technology advocates often present AI as a practical assistant that helps lawyers, consultants, writers, and analysts complete tasks faster and with fewer errors.

A New Paradigm In Work And Technology

This technological optimism suggests that while some white-collar positions may fade away, most professionals will benefit from AI-driven efficiency. The promise is that with AI’s support, workers can achieve more in less time, thereby redefining productivity. However, emerging research reveals a less rosy picture.

Research Reveals The Burnout Dilemma

A recent study published in Harvard Business Review challenges this optimistic view. Conducted by researchers from UC Berkeley over eight months at a 200-person tech firm, the study found that as employees embraced AI, they inadvertently expanded their workloads. Without direct pressure from management, many employees started taking on more assignments, extending their work into lunch breaks and evenings.

Enhanced Capabilities, Escalated Demands

One engineer involved in the study summarized the experience bluntly: “You expect AI to reduce your workload, but you end up working the same hours or even more.” Similar remarks appear across professional forums, where workers describe rising expectations and growing stress levels, even when measurable productivity gains remain moderate.

The High Price Of Increased Productivity

Earlier studies have already hinted that AI tools do not always shorten task duration despite improving output quality. What makes the newer research notable is that it confirms employees do become more capable, but the additional capacity often translates into expanded responsibilities instead of free time. The result can be fatigue and blurred work-life boundaries rather than relief.

The broader takeaway is that AI may not automatically solve overwork. Without clear limits and thoughtful management, greater efficiency can quietly turn into higher expectations. For organizations, the real challenge is no longer just adopting AI tools, but deciding how the extra productivity should actually be used.

Greek Retail Powerhouse Expands Into Six Strategic International Markets

Greek retail titan Jumbo has announced an ambitious expansion strategy that positions the company to extend its international footprint beyond its established strongholds in Cyprus and Southeast Europe. In a strategic agreement with the Balfin Group, the retailer is set to penetrate six new markets, including Ukraine, Georgia, Armenia, Azerbaijan, Kazakhstan, and Uzbekistan.

Strategic Global Expansion

The agreement builds on the existing cooperation between Jumbo and Balfin Group, which previously supported the retailer’s expansion into markets including Albania, Kosovo, Bosnia and Herzegovina, Montenegro and Moldova. According to the company, the next phase of expansion will include a greater degree of local operational management across the new markets.

Enhanced Logistics And Supply Chain Capabilities

To support the expanded international network, Balfin Group is also developing a new central logistics hub in China. The facility is expected to strengthen sourcing, warehousing, transportation and distribution operations across the Caucasus region, Central Asia and Ukraine. Previously, Jumbo relied primarily on logistics infrastructure based in Greece to support franchise operations across Southeast Europe.

Sustainable Growth And Robust Financial Foundation

Alongside its franchise expansion strategy, Jumbo continues focusing on organic growth across existing markets. The retailer currently operates 89 physical stores, including 53 in Greece, six in Cyprus, 10 in Bulgaria and 20 in Romania, in addition to its e-commerce operations. A new store in Baia Mare is expected to open by the end of October.

Jumbo also operates 46 franchise stores across seven countries, including Albania, Kosovo, Serbia, North Macedonia, Bosnia and Herzegovina, Montenegro and Israel. According to the company, its expansion strategy continues to be supported by strong liquidity levels and the absence of bank borrowing.

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