When we read last week that Salesforce cut 4,000 roles because AI now handles half their customer service, it stopped us in our tracks. For many of us running businesses here in Australia, that headline feels less like progress and more like a gut punch. The fear is real: what does it mean for the people we’ve built teams with? For jobs on the Sunshine Coast, or the long-serving staff in Brisbane offices? Let’s be honest, it’s tough to watch big companies use AI in ways that feel ruthless.
When “Innovation” Feels Like a Threat to Everything You’ve Built
Here’s the thing. We’re taught to see innovation as opportunity. But sometimes it just feels like loss. Loss of people. Loss of security. And maybe, loss of the sense of control we have over our own businesses. If Salesforce can automate 4,000 roles, what does that mean for small and mid-sized companies with fewer safety nets?
We’ve all poured years into building workplaces where trust, loyalty, and service matter. Watching AI come in and replace something so human—like a caring voice on the end of a call—can feel like innovation has skipped over the heart of the business. That’s hard to sit with.
Here’s What Surprised Us About AI Adoption
The truth about AI? It’s not all scary. In fact, how AI actually shows up in most businesses looks quite different to the headlines. Yes, 73% of companies say they now use AI in some form. That sounds huge. But when we look closer, much of this use is small, quiet, and practical. Automating expense reports. Redacting sensitive details. Making rostering a little less painful. Not replacing whole departments overnight.
What surprised us most is how adoption works like compound interest. Small steps—investigating how documents are reviewed, or how customer emails are tagged—stack up. They don’t shock the system. They give people time to move with the change instead of being swept under by it.
The conversation no one’s having
Here’s what’s rarely said out loud: AI is not just a tech decision. It’s a values decision. Do we chase every cost saving? Or do we slow down, and look at where AI can free people to do more human-centred work? That balance matters. Because the bigger risk isn’t just losing jobs—it’s losing the culture and relationships that make our businesses worth running in the first place.
The Reality Check
AI is not plug-and-play magic. We learned this the hard way. Rollouts stall. Staff worry their knowledge is being devalued. Data privacy questions crop up—do we know where customer info is stored? Is it in Australia, or offshore? How do we prevent details from being shared with the wrong person? These are not small questions, and pretending otherwise just deepens mistrust.
Practical guardrails help. Data loss prevention tools. Clear permission levels. Setting systems so personal records can be redacted before an AI system touches them. These choices protect both your people and your customers. And they build trust that change will be handled with care—not speed at all costs.
What We’ve Learned
Every business that has found a healthy way forward with AI did the same thing—started small. No grand launches. No shiny press releases. Just: one use case. Test it. Gather staff input. Evaluate. Try again. Over time that builds both confidence and capability. But more importantly, it keeps staff in the conversation. Change is something they’re part of, not something done to them.
Real Wins, Real Businesses
We’ve seen it quietly transform operations here too. A mid-sized accounting firm on the Sunshine Coast used AI to reduce the time spent reconciling accounts—from three days a month to a few hours. No jobs lost. Staff actually reported feeling more valued, because clients now get proactive calls instead of late emails. Another QLD tourism business started using AI to optimise bookings. Instead of cutting staff, they reinvested the saved hours into crafting personal experiences for international visitors.
The upside is real when used with care. More human work. Not less.
Practical Steps That Don’t Feel Overwhelming
So, where could you start without threatening the soul of your business? A few steps we’ve seen work:
- Look at one process that drains energy—payroll, scheduling, or inbox clutter.
- Ask your frontline team what frustrates them most about workflows.
- Test one AI tool with clear guardrails around data.
- Celebrate small wins as they come, publicly and generously.
This way, AI doesn’t arrive as a wave out of nowhere. It builds slowly, like tide coming in—steady and less scary.
Now, you might be wondering if Salesforce’s story is a glimpse into your own future. Here’s our take: it doesn’t have to be. Big tech companies make decisions at scales and speeds most local businesses don’t need to copy. We can choose a different story. One where AI strengthens relationships, rather than erases them. One where cultural values guide the rollout, not spreadsheets alone.
This is a big conversation. And it’s okay if you’re not ready for all the answers yet. When you are, we’re here for an honest chat about what AI could mean for your business — the good, the challenging, and everything in between. Let’s talk when you’re ready.