The robots are among us. It’s been a while, you say … He
Although for many years, it can be seen hinged arms
cut, weld, shoe the plates of the cars in the car factories. There
robotics and digital does not new, but what is new is their
arrival strides in areas that concern us in the first
Chief: agribusiness, retail, agriculture,
personal services …
distribution, new technologies are currently talking to them in
the logistics sector. We mention in the “investigation” of this
magazine page, investments of major retailers in their warehouse
to automate the “supply chain”, the setting pallet
loading trucks …
the irruption of digital applications and advanced technologies will
not limit, obviously, in this field of activity. They are everywhere and
they challenge both our habits and lifestyles.
How far will they go? Without lapsing into a futurology and prospectivisme
unbridled, we can now say that they will in future
near, an impact on the labor market and the way we work.
is not only sophisticated automation. Already, there is
the development of humanoid robots, especially in trade where some androids
animate sales or assist customers with their shopping … Thus,
a hypermarket in the Paris region, the entertainment robot Pepper (1.20 m
height) is hosting talks with customers … It is even capable of
accompany them on their journey and guide them according to their demands. he
may also appeal to staff when needed. Design
French but now developed by a Japanese company, Pepper
installed in several hundred stores and institutions of the country
rising Sun. It sells more than 1000 every month!
reflexes of the past
Alain Goudey *, Professor of
Marketing NEOMA Business School, spoke with the FGTA-FO, the
Dejan Terglav request, to develop a 10-year vision of the impact of
and digital technologies on society, individuals and organizations.
According to him, the stakes are huge: 100% of knowledge
Technology 2008 correspond only 1% of knowledge
technology we have in 2050! This knowledge now doubles every
13 months and the pace is accelerating to reach a doubling of
technological knowledge every 12 hours by 2020! …
Goudey, the greatest difficulty in this context is the capacity to
regularly adapt to innovations, novelty and especially not
act with traditional reflexes of the past. Indeed, the world is changing with
the influx of objects connected to the Internet (Internet of Things, including the
expected number of 2020 between 30 and 200 billion according to
estimates), the robotics, automation by Intelligence
Artificial predominance of predictive algorithms, the
digitalization of society, etc.
Today curiously resemble those imagined by science fiction
50s or 60. With their human form animated vision sensors,
functional members, and especially a “brain” complex – a
CPU with data processing capabilities allow to talk
“Artificial intelligence” – they are able to interact with
humans, to dialogue, to understand expectations, to make
personalized recommendations, but also to play, sing, dance, etc.
Today, in addition to their
industrial and commercial applications, robots are also capable
assist elderly or disabled, they can apply the
fertilizer and remove weeds in the fields, picking fruit and
vegetables … They can carry objects in the various services of
business or hospital, carrying heavy loads, repair machines,
to stockpile inventories, etc. They will soon be able to
retrieve packages and load commands in trucks, cleaning offices,
shops or schools during the night …
Robots invest all
sectors of the economy and everyday life. They are already more than one
million to operate worldwide and global sales (estimated at 400,000
from 2018) are steadily rising (between 10 and 20% per year) while
their capacities are growing at an even greater pace. Kobian, a robot
“humanoid” is able to express seven human emotions, including
surprise, delight, sadness and disgust …
predict that before the end of this century, it will be possible to connect the
human brain and that of robots and allow instantaneous transfers
knowledge. The same is expected in a few decades they will be
equipped with a true conscience and feelings …
futurists have often deceived, and we’re not there! Not
digital in our lives
Robots are an expression
“Visible”, but far from symptomatic, news
technologies that upset already, and will revolutionize our
daily in the coming years.
Digital, internet, we
use daily as part of our work in the fields
especially communication, but also our leisure, and more generally in
life in society. They are now present in all sectors of our
personal and professional activities.
Already, it is possible
written by … speak. Voice recognition software is enough
efficient to allow write texts simply setting out.
Not to mention those who correct the faults, or which translate automatically
… Or text apps like “Siri” Apple, capable of
vocally respond to all kinds of personal questions or culture
general and which is enriched as and when it is used. But he
This is a first stage in the development of artificial intelligence,
called ANI limited artificial intelligence.
Will – probably – soon
other stages: the so-called strong artificial intelligence, materialized
by computers with the same capabilities as humans, capable
to leverage their own experiences in a variety of areas. And
later, at the end of this century about a “superintelligence”
exceeding that of the man from afar.
This is not so surprising that,
when you know that the famous Moore’s Law, dating back to 1965 and uncontradicted
date, postulates that the computational power of computers doubles every 18
month, while the size of components is reduced by half in the
same time. Ultimately, futurists imagine the human connection
and machine, a world where the human being is no longer an entity
organic, but bionics.
Futurists are often mistaken, and we’re not there! Not again.
robots instead of employees?
Everything could be very beautiful in
the best of worlds, if the exponential development of these technologies
not question the very foundations of the organization of society.
Because the robots are able
write articles, to replace security guards, receptionists,
Stores sellers, they fly planes, drive cars,
construct buildings, will even soon to make clones
for themselves … In the next few years, robots fill shelves
supermarkets, whose funds will be fully automated, robots
lead tractors, will harvest and harvest, and well
other human activities currently fulfilled.
For now, the robots are
essentially tools in the service of men, to simplify or
secure their tasks, making them less painful and more productive More …
gradually, they will take the place of employees, and not just for
the so-called jobs “junior” They also will position
in the decision-making centers. (Do not forget that today more than 50%
stock exchange and money market operations are carried out by operators
virtual, called High Frequency Trading ).
In the United States, 60% of
jobs are linked to information processing. In this country, more than one
million office workers have been replaced by online services from 2001
and 2010. Today, a large number of graduate employees is threatened by
technological progress. Widespread automation of most
sectors will affect all jobs, whether manual or
intellectuals. For leaders, this is a godsend: the robot does
not complain, he does not get tired, no claim is a kind of slave
… that pays as the day you buy it!
Alain Goudey notes that there
now a clean break between the productivity gains associated with
the use of new technologies and rising living standards. (For
turnover given, Facebook needs 10 times less people
that Veolia.) The Roland Berger study (February 2015) and provides for
productivity gains of around 30 billion euros in France by
In 2020, with a possible automation 47% of jobs and a rise
3 million more unemployed! The Stanford University imagine
that’s up to 75% that jobs are automated …
Working conditions change, the relationship to work well. A new
organization of work and human relations will develop,
inexorably, smooth or sometimes by force, and much more
faster than many think. Unfortunately, our society is not
prepared. Because it is built on the value of work and that nothing is
provided, to date, to replace it.
Of course, there are voices saying that it
must consider not only the short-term effects of replacing
workers by machines as an induced effect occurs over time:
the company using the machine saves money, which is injected into
the economy, either through lower prices or by increasing wages
the remaining employees, or by taxes paid by the company making
profits. All that money stimulates demand from other companies, which
they can therefore hire more employees.
According to Alain Goudey, this avalanche of
Technology is both a source of concerns and opportunities. By
example, generated productivity gains allow to consider
relocate production facilities in our country while remaining competitive
(so to recreate part of the job). Moreover, these new technologies
will generate new needs, new questions, new
approaches and thus new jobs. The main question remains
if the balance of posts between possible destruction and creation will be possible
favorable or not, the issue is far from settled.
At the conference he
given to the FGTA-FO September 22, 2015, Alain insisted Goudey
the need to adapt, to think of staying human and to be as
open as possible to reinvent organizations, processes and modes
operation of the company. To do this, according to him, it is necessary
to inform the widest possible individuals on technologies and
their impacts. Organizations of all types must operate their
digital transformation accompanying with stakeholders including
training on these issues. Finally, it is essential to renew our
education system to inculcate a real culture of digital (beyond the
school code issue) to teach our children to evolve in this
complex universe mingling opportunities and concerns but whose pins
Traditional clearly disappear one after another.
It is high time to
awareness and to put in place, both at union level and at
businesses, training that will allow everyone to get
pace with new technologies and move towards the professions that
take into account.
* Alain Goudey is associate professor of marketing at NEOMA Business School. He is also a founding partner of the sound communication agency and musical design AtooMedia and its subsidiary, the sales space soundman Mediavea.
Graduated in 2001 TELECOM Ecole de Management (formerly INT Management) and a Masters in Management Science, he obtained a doctorate in management science at the University Paris-Dauphine in 2007. Co-author of Marketing Sensory Point of Sale, 4 th edition, Dunod, Paris, he published in France and abroad in scientific journals such as Research in Marketing, Marketing Decisions, International Journal of Research in Marketing, Journal of Retailing and Consumer Services, International Journal of Retail and Distribution Management, Management & amp; Future or Advances in Consumer Research Proceedings, but is also regularly sought by the media such as Harvard Business Review, Strategies, 01 Business, CB News, LSA, France 3, France Inter, France Culture, 60 Million Consumers, RTL, Brain & amp; Psycho, etc. For more information: http://alain.goudey.eu
Finally he regularly conducts conferences (TEDx, CMIT, Microsoft Dynamics, Carrefour, PSA, etc.) or MS in executive training, MBA or on behalf of major companies: Orange, IBM, Caisse des Dépôts Group, etc. .
Federal on new technologies
New technologies and
changes they generate, gathered under the name “revolution
digital or digital “will disrupt our way of life, of
communications, create new business models and revolutionize
work organization. It is vital for our trade union organization
seize all matters relating to this great upheaval.
Faced with the risk of social destruction
and deskilling related to robotics in its sectors, FGTA-FO
already established a working group within the federation to
to anticipate and support employees whose jobs will be affected in
future years: the future may already be at our door. There
Federation also actively participates in the work of the confederation.
Employment, training, the “uberisation” of work,
freelance status, the sustainability of wage labor, the private life balance – life
Professional including the right to disconnect, redistributing
value added and other themes will not yet defined in the
coming years to be dealt with by our union.
The economic world and
Finance says ready for the revolution! The FGTA-FO does leave
not behind, it will accompany the change and continue to wear
synonymous claims social progress so that employees are not
Goudey is associate professor of marketing at NEOMA Business School. It is
also a founding partner of the sound communication and design agency
AtooMedia music and its subsidiary, the soundman Mediavea of retail space.
Graduated in 2001 TELECOM School
Management (formerly INT Management) and a Masters in Management, he
obtains a doctorate in management science at the Paris-Dauphine University
2007. Co-author of the Sensory Marketing Point of Sale, 4 th
edition, Dunod, Paris, he published in France and internationally in magazines
Scientists such as Research in Marketing, Decisions
Marketing, International Journal of Research in Marketing, Journal of Retailing
and Consumer Services, International Journal of Retail and Distribution
Management, Management & amp; Or future Advances in Consumer Research
Proceedings, but is also regularly sought by the media such as
Harvard Business Review, Strategy, Business 01, CB News, LSA, France 3,
France Inter, France Culture, 60 Million Consumers, RTL, Brain & amp;
Psycho, etc. For more information: http://alain.goudey.eu
He regularly conducts conferences (TEDx, CMIT, Microsoft Dynamics,
Carrefour, PSA, etc.) or MS in executive training, MBA or on
account large companies: Orange, IBM, Caisse des Dépôts Group, etc.