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While Generation Z youth look for their first job opportunities, companies are turning their investments to AI and technology that promised to ease work may be eliminating entry points in the market.
The Brazilian job market is undergoing a radical transformation. A survey conducted by McKinsey & Company revealed that 42% of graduates born between 1997 and 2012 believe that AI has already reduced their job prospects. The scenario is even more concerning when observing companies’ preferences.
According to the World Economic Forum’s study “The Future of Work,” 58% of companies expect to recruit employees with new skills, and 48% plan to transition employees from declining roles to growth roles. The message is clear: organizations prefer to train those already on board or invest in technology rather than giving chances to incoming youth.
The numbers are alarming. International studies indicate that about 40% of companies believe that, in the next five years, replacing basic positions with artificial intelligence will become common practice. Approximately 39% of executives have already admitted to having reduced or cut entry-level positions to increase efficiency through the use of technology.
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The situation becomes even more complex when business leaders reveal their true intentions. About 20% of business leaders believe that all or most tasks performed by entry-level employees can be replaced by artificial intelligence. For these executives, investing in technology is a way to ensure productivity without facing the high costs of human training.
At-Risk Professions: Who Is in the Crosshairs of Automation
Replacement has already begun and has a clear target. Among the jobs facing decline are those of postal service clerks, bank tellers, data entry operators, administrative assistants and executive secretaries, accounting assistants, and transportation attendants.
It is precisely these roles that traditionally served as gateways for young professionals. Positions that allowed for learning, gaining experience, and building a career are now being eliminated or drastically reduced.
Technology advances in areas considered basic. Repetitive tasks, data analysis, customer service, and even simple text production can now be performed by automated systems. What used to be work for interns or assistants is now the function of algorithms that work 24 hours a day, without breaks or salaries.
Goldman Sachs studies estimate that artificial intelligence could replace the equivalent of 300 million full-time jobs worldwide. In Brazil, 37% of workers’ skills are expected to change in the next five years, shifting to areas such as artificial intelligence, Big Data, and critical thinking.
The Brazilian Market Accelerates AI Adoption
Brazilian companies are not falling behind in this technological race. According to PwC’s Global AI Jobs Barometer 2025, in Brazil, the number of job openings requiring knowledge in artificial intelligence jumped from 19,000 in 2021 to 73,000 in 2024.
However, this movement does not benefit those starting out. According to a survey, nine out of ten companies in Brazil plan to enhance their technology skills. However, Brazilian companies prefer to hire “ready” professionals rather than training them.
Experts warn of the problem. According to Hugo Tadeu, director of Fundação Dom Cabral, the human management area in Brazil needs urgent updating. Companies prefer to lay off and hire qualified professionals when the solution should be to qualify the existing workforce.
For the second quarter of 2025, 48% of Brazilian companies intend to increase their workforce. Among sectors with the highest expectations, Information Technology leads with 39%. But there is a problem: these positions require experience and advanced knowledge that most Generation Z youth do not yet possess.
The Silent Response of Youth Born Between 1997 and 2012, Generation Z
In light of this challenging scenario, young people are responding pragmatically. A Glassdoor survey confirms this trend: 70% of Generation Z youth report that the presence of AI in the workplace has made them rethink their job security.
The reaction is not one of panic, but of strategic adaptation. Students and recent graduates are seeking areas where technology cannot yet completely replace humans. Professions that require creativity, empathy, critical thinking, and direct human contact have become more appealing.
Some testimonies illustrate this change. A recent graduate stated: “I want a job that a robot cannot take from me. I am thinking of moving to the industrial sector, especially construction.” Another, more receptive to artificial intelligence, shared: “I am considering the healthcare field. It’s hard to imagine a world where medicine doesn’t need humanity.”
As digital natives, many Generation Z members are already integrating AI tools into their work. A report from LinkedIn and Microsoft revealed that 85% are bringing AI tools like ChatGPT into the workplace. This shows that, despite the challenges, this generation is willing to learn and use technology to their advantage.
The Necessary Balance Between Humans and Machines
Experts argue that the solution lies not in choosing between people or technology, but in finding the balance between both. BSI CEO Susan Taylor Martin stated that “AI represents a huge opportunity for businesses worldwide,” but emphasized that “it is people who drive progress.”
Martin also highlighted the urgent need to think long-term. According to her, investment in technology must be accompanied by policies aimed at training and the well-being of workers. Otherwise, the risk is to create a generation excluded from the job market.
Companies need to rethink their strategies. Technology should be used to enhance people’s work, not to completely replace them. This requires training programs, encouragement of creativity, and openness to new ways of working.
The World Economic Forum predicts the creation of 170 million new jobs by 2030, which represents 14% of the total current jobs. This growth is expected to be offset by the replacement of 92 million of the current jobs. The net result is positive, but the transition will be painful for those who are unqualified.
Skills That Will Make the Difference
To survive and thrive in this new market, Generation Z needs to develop specific competencies. The most in-demand skills include analytical thinking (69%), resilience, flexibility, and agility (67%), leadership and social influence (61%), creative thinking (57%), and technological literacy (51%).
Knowledge in artificial intelligence has ceased to be a differentiator to become essential. However, it is not enough to simply know how to use the tools. It is necessary to understand how they work, when to apply them, and how to combine them with irreplaceable human skills.
Two-thirds of managers say they would not hire someone without AI skills, and 71% say they would prefer a less experienced candidate with AI skills over a more experienced one without those skills. The message is clear: those who do not adapt will fall behind.
On the other hand, the capabilities that distinguish humans from machines—such as creativity, empathy, critical thinking, and teamwork—are more valued than ever. The combination of these “human” skills with technological proficiency is the competitive differential of the future.
A Future Still Under Construction
The relationship between Generation Z and the job market is still being shaped. The advancement of artificial intelligence is inevitable, but that does not mean the end of opportunities. It may mark the beginning of a new era, where humans and machines work side by side, each with their role.
The challenge is great, but not insurmountable. Companies need to take on their social responsibility and invest in the training of young professionals. Governments should create public policies that encourage training and protect transitioning workers. And Generation Z youth need to stay updated, flexible, and willing to learn continuously.
The tension between generations intensifies in a scenario where artificial intelligence threatens to replace exactly the entry-level jobs that Generation Z already struggles to secure. But history shows that every technological revolution, no matter how disruptive, eventually creates new opportunities for those who know how to adapt.
The future of work is not written. It will depend on the choices that companies, governments, and workers make today. Generation Z could be the first to grow in a truly hybrid economy, where collaboration between humans and machines defines success. Or it could be the generation most harmed by a poorly managed transition. The answer is in everyone’s hands.
And what do you think about this transformation in the job market? Are companies right to prioritize technology, or should they invest more in young professionals? Will Generation Z be able to adapt in time, or will they face a “job apocalypse”? Leave your opinion in the comments.
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