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Contemporary Marketing Management

People: Consumers, Clients, Citizens

Journal Articles

When Hard Skills Collapse: Human and Artificial Resources in the Age of AI

As generative AI automates coding and technical execution, markets reveal a deeper shift: the collapse of hard skills as ultimate value. In the age of intelligent automation, human resources regain centrality through critical thinking, judgment, and the capacity to give direction to power.

By CMMJ Editorial Staff — Feb 26, 2026