Machines Outshine their Human Masters at AOL
AOL’s decision to reorganize results in a major layoff. According to the reports, many employees are on the verge of termination at worst or, at least for roll modification. The numbers are not small for those who have anticipated their positions in this major cut-off at AOL, as many organizations have verified that they are being approached by the resumes of many AOL execs.
The major reason of this organizational shrinking is shifting of the Ad business to machines. Many of the employees working at high posts in the organization are already expecting a drastic role modification.
Interestingly, 40 percent of the company functioning is already programmatic. And if the software keeps doing the business for AOL, many more employees will be kicked out mainly for the ‘machines’ sake’ in the name of another reorganization.
This is never unexpected from the major organizations because the main focus is always better performance and efficiency – a race which is being won mostly by machines. A similar change took place in the same company in the last year when, according to the Huffington Post, about 2500 employees were slaughtered.
Machines however never run without human beings and that we see in AOL as the task of hiring new professionals has badly jerked the revenue in charge in this mass media company.
Further, the role merging is being done on large scale. The organization is in a way trying to amalgamate all its parts – systematically organized teams worked in its previous setup – into one central whole under the leadership of its current CEO Bob Lord. Similarly, Jim Norton, global head of media sales will be in-charge of sales and brands while Don Kennedy, president of AOL advertiser platforms will be leading programmatic.
A relevant person told the blogger Kara Swisher of Re/ code, that the main goal is to build a sales force that is appropriate and workable with new services i.e, videos where large investment is being made.
“There’s a need for a more well-rounded ad sales expert in the market. It’s a re-crafting of the job rather than an elimination of the job. Understanding the data and the analytics behind the data and the algorithms is a really important selling point,” Lord expressed in an interview with Investor’s Business Daily.
Well this is not surprising. Where does the debate that “machines are paralyzing men” stand now? You to decide!
Featured Image: [Blutgruppe/Corbis]