Technology like artificial intelligence is changing jobs and advancing industries like data centers, even as it fuels fears that the technology may eliminate many positions.
Central Ohio is emerging as a national leader in data center development, and local industry experts in data centers and AI say the technology is transforming daily operations into a "force multiplier," dramatically increasing job efficiency. Everyday workers are also implementing the technology into their workflow.
These advancements, however, coincide with global economic forecasts warning that hundreds of millions of jobs could face automation within the next decade.
Jonathan Keilholz, a senior media and content manager with the Columbus-based public relations firm MurphyEpson, helps governments and organizations distribute messages through media campaigns. In his daily work, Keilholz asks AI to suggest different ways to word phrases before selecting the best option.
Keilholz said he uses artificial intelligence with guardrails, specifically because of well-documented cases where chatbots have provided incorrect information.
“I've read case study after case study about AI being used to do a marketing campaign or some sort of media strategy and it fails because there's not that level of nuance, there's not that level of humanity and relationship,” Keilholz said.
However, Keilholz noted that many clients now expect him to use the technology. He said if a PR professional does not use AI, clients may perceive them as out of touch or too slow. Conversely, he said companies believe a PR firm risks carelessness if they rely solely on AI.
Nicole Jackson, with Powell-based Optimum Technology, helps workplaces adopt artificial intelligence to advance existing work.
“The goal for these AI systems is to be a force multiplier,” Jackson said. “So as we work alongside them, a task that would take us 'X' hours — say it's 10 — now it takes us one hour or two hours or less.”
Despite promoting its use, Jackson said she does not want to see a world where humans do not question or fact-check AI.
One of the most visible signs of this technological shift is central Ohio’s booming data center industry. The region has become a national hub, home to more than 100 large and small centers, according to the website Data Center Map.
Jim Hayes, an IT consultant for data centers in central Ohio, works with both the high-profile "hyperscale" facilities and smaller ones that occupy only a floor or two of a building, such as the data center at Nationwide Children's Hospital.
Hayes said he marvels at the advancements that are driving data center growth and the new technology that helps the rooms of servers operate.
“When I first understood what data centers were, I would not have believed the scale of what they're deploying today,“ Hayes said.
As companies like Google and Meta change the local landscape, many residents wonder what the impact will be on employment. Hayes said the regional industry likely employs hundreds to thousands of workers inside the centers and through support companies.
“Even if there's only six or eight people in the physical data center at one time, there could be a support force of another 50 that are just as critical to make sure that data center stays online,” Hayes said.
While the technology creates some roles, there is persistent worry regarding the automation of other jobs.
Goldman Sachs estimates that 300 million jobs globally are at risk of automation due to AI over the next 10 years. A study by the bank found that while tech workers are the most at risk, other sectors may also be replaced, though it noted this has not happened yet.
Jackson said she has not heard explicit conversations about using AI to automate jobs, but noted that is where the conversation is starting to go. She remains optimistic that new jobs will be created even if others are automated.
“There are entire roles that likely used to exist before computers came along,” Jackson said. “It's not that those jobs went away, it's that the job transformed once the computer came along and it's just not the same job title.”
Goldman Sachs also expressed optimism, specifically pointing to temporary construction jobs for new data centers as a driver for employment. The bank's study found the number of jobs for engineers, electricians and line workers may also increase.
Keilholz said he believes AI should suggest while humans decide. He said he wants to ensure humanity is prioritized so that the messaging Murphy Epson crafts remains genuine.
“Our clients all know that they could use this technology instead of hiring a marketing agency,” Keilholz said. “It's no secret. So, we have to make sure that we're better than that, that we bring value.”
