Bucking the Trend of AI Shrinkage

Written by Peter Luck, Managing Director, ROCC

We are living through a transformative time in how organisations operate. Artificial intelligence (AI) has burst onto the scene in a big way, reshaping how services are delivered and the way labour markets function. 

It’s been fascinating to see how companies have responded to this new reality. While there are undoubtedly many benefits to AI adoption, there is one area of concern I have: jobs. 

From what I have seen, some organisations have used AI as an excuse to cut corners, slowing recruitment and reducing staff. 

Recent research from King’s College London supports this view, revealing evidence that the adoption of generative AI is already affecting the UK jobs market in unintended ways. 

Between 2021 and 2025, firms with workforces highly exposed to AI capabilities saw total employment fall by around 4.5%, with junior positions dropping fastest and hiring intentions declining sharply in technical roles such as software engineering and data analysis. This has made entry-level opportunities scarcer and reshaped workforce profiles across sectors.

Unfortunately, the housing sector isn’t immune to this, and these findings should give us all something to think about in the profession. Especially the impact this shift to AI is having on young people, who are the future of our workforce. 

At ROCC, we are determined to champion a different approach that’s rooted in human potential, meaningful careers and community impact. We are keen to buck the trend of AI shrinkage and support staff.

Sure, we will continue to be at the forefront of AI adoption in our team and AI enhancements in our products, but I believe it’s critical to continue investing in people.

Our market-leading software is only part of the story. Behind every successful installation, every data insight and every satisfied tenant is a team of people applying their skills and judgment to make a real difference in people’s lives.

That’s why this year, we have recruited technical talent at an unprecedented rate. While other organisations are pulling back, we are creating opportunities across the board to improve outcomes for the clients and communities we serve.

We recognise that the ethical and sustainable integration of AI doesn’t happen by shrinking teams; it happens by enabling them. We see AI as a partner, not a replacement.

Like I’ve already said, this isn’t me saying that AI is a bad thing. It’s amazing if used responsibly. At ROCC, we will continue to use it to make our solutions more efficient and intelligent, taking the strain out of the repetitive tasks and routine processes that social housing providers face. 

In doing so, this helps our clients to solve complex problems and spend more time engaging with tenants and doing the jobs that matter most. When used correctly, AI can be a significant tool in delivering success.

However, our people-centric approach is part of our DNA, and we don’t want to lose that.

Looking ahead

I am proud that ROCC is still actively recruiting across all disciplines, even with the growing use of AI in our products and processes. At a time when some companies are automating roles out of existence, we’re automating tasks to free up human capacity. We’re not just adopting AI, we’re doing so responsibly and with an unwavering focus on our staff.

The workplace of tomorrow is emerging today, but this future won’t thrive if we lose sight of what makes organisations resilient: our people. I just hope other organisations out there share our values and vision.