Why Companies That Choose AI Augmentation Over Automation May Win in the Long Run

by Jan-Emmanuel De Neve, Jeffrey T. Hancock and Kate Niederhoffer

April 15, 2026

HBR Staff/Pexels

Summary.

CEOs are facing a strategic fork in the road when it comes to AI. Are they primarily seeking to improve the bottom line through automation and headcount reduction? Or is their ultimate goal to grow the top line in innovative ways through augmentation?

Jan-Emmanuel De Neve is Professor of Economics and Behavioural Science at the University of Oxford, where he also directs the Wellbeing Research Centre. De Neve co-authored the main textbook on wellbeing science, is an editor of the World Happiness Report, and much of his recent research is compiled in Why Workplace Wellbeing Matters: The Science Behind Employee Happiness and Organizational Performance (HBR, 2025).

Jeffrey T. Hancock is the Harry and Norman Chandler Professor of Communication at Stanford University. He is also the Founding Director of the Stanford Social Media Lab and Director of the Cyber Policy Center at Stanford. His research focuses on psychological aspects of technology use, including AI and social media.

Kate Niederhoffer is Chief Scientist at BetterUp and a social psychologist. Her research explores the role of AI in workplace adoption, human development, and interpersonal communication.

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Why Companies That Choose AI Augmentation Over Automation May Win in the Long Run

Summary.

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