Future of Business: Reid Hoffman on Managing Technological Change and Innovation

is one of the most prominent and recognizable voices in Silicon Valley, and after predicting some of the biggest trends that have shaped our world in the last 25 years, he is sharing his thoughts on the future of artificial intelligence. In this interview with HBR Editor in Chief, Hoffman shares his approach to managing technological change and innovation, explains why he thinks generative AI won’t destroy jobs, and imagines how these new tools will transform our world.

REID HOFFMAN: I would change the metaphor slightly. I mean, I always … like driving down the middle of the road, and you get hit by cars going both directions, although it might be actually an appropriate metaphor in this circumstance, but it’s more foundational. It’s the question of, look, if you are being a leader, you are being … and this is one of the things I think is really healthy and great about American society, is that business leaders are leaders.

REID HOFFMAN: So, it goes all the way back to why do we have … the centers of human progress have been the creation of villages and cities, and that’s a result of technology, agriculture. We go, “Okay, this is technology. This is technology. We’re speaking through technology.” All of these things change the pattern of how we live, how we do business, how we create products and services, how we market them, deliver them, how we do financial analysis, how media communicate, all of it.

REID HOFFMAN: Well, we always have some serious issues with deepfakes and so forth. We’re in political season. There’s obviously the set of things that are happening there. I think that one has to be careful about that kind of stuff.

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