HR in the AI Era: Empowering the Workforce for the AI Revolution

In today’s rapidly evolving technological landscape, artificial intelligence (AI) is reshaping industries, businesses, and even the roles that people play within them. One of the most significant areas where AI is creating waves is in Human Resources (HR). In an exclusive conversation at the Israel Growth Conference, Keren Raphael, Head of People and Places at Intuit Israel, shared insights into how the company is embracing AI, reshaping HR practices, and fostering a “builder culture” to equip employees with the skills they need to lead the AI revolution.

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In an insightful interview with CTech, Keren Raphael highlighted how Intuit Israel is using artificial intelligence to empower its workforce. Raphael described how AI is drastically changing the way the company operates, emphasizing the leadership’s commitment to this shift. She said, “It’s an amazing opportunity to be an HR professional in such times,” comparing it to the transformative nature of the industrial revolution. This shift is being driven from both the top-down by leadership and bottom-up by employees, with HR and Learning and Development organizations acting as key partners.

To ensure employees stay ahead in the face of this AI-driven transformation, Intuit is integrating AI into employee roles through “role rubrics,” providing access to AI tools, and creating a “playground” for employees to experiment and grow. Raphael stressed that the focus is not just on experience but on mindset—specifically, a curiosity-driven, “builder” mentality. This approach ensures that employees are not only equipped with the technical skills needed but also the innovative mindset to leverage AI’s potential.

The hiring process at Intuit is evolving with this mindset shift, prioritizing skills and a “builder” mentality rather than simply looking for past experience. This progressive approach positions Intuit as a forward-thinking company, making strides in how HR interacts with AI and develops its workforce.

What Undercode Says: The Evolving Role of HR in AI-Powered Organizations

As we venture further into the AI era, it’s clear that the role of HR is not only evolving but is also becoming crucial in leading organizational change. HR professionals, like Keren Raphael, are transitioning from traditional administrative functions to becoming change leaders who shape company culture, drive innovation, and guide employees through the complexities of AI.

The emphasis on hiring for mindset rather than just experience is revolutionary. This shift is critical in a world where technology is advancing faster than traditional skillsets can keep up. In this context, HR departments are focusing on qualities such as curiosity, adaptability, and problem-solving—traits that enable employees to thrive in AI-powered environments.

Moreover, companies like Intuit are not just focusing on reskilling their employees but also on creating an ecosystem where AI is seamlessly integrated into daily workflows. By embedding AI into role definitions and providing the necessary tools for experimentation, HR is fostering a culture of continuous learning and self-empowerment. This approach goes beyond simply teaching employees how to use AI tools; it’s about creating a mindset that encourages them to innovate, build, and transform business processes through technology.

This vision of a “builder culture” is not just about AI adoption, but about empowering employees to take ownership of their roles and responsibilities in shaping the company’s future. It reflects a larger trend where businesses are recognizing the importance of fostering a collaborative, innovative environment—one where employees are not just following instructions but are actively participating in the creation of new solutions.

As AI continues to evolve, it will be crucial for HR leaders to maintain this dynamic relationship between technology and talent. The organizations that can successfully integrate AI into their core processes while ensuring their workforce is skilled, adaptable, and forward-thinking will lead the way in the future of work.

Fact Checker Results ✅

True: Intuit Israel is integrating AI into employee roles and providing access to tools for self-empowerment.
True: The company’s HR practices focus on hiring for skills and mindset rather than just experience.
True: Intuit is actively fostering a “builder” culture, encouraging curiosity and innovation in its workforce.

Prediction: AI’s Impact on HR Practices in the Coming Years 🤖

As AI continues to evolve, its integration into HR practices will likely expand further, transforming not just the tools employees use but also how they approach work itself. Companies will increasingly prioritize cognitive skills such as creativity, critical thinking, and emotional intelligence—traits that AI cannot easily replicate. HR departments will be tasked with ensuring that their employees remain adaptable and resilient in the face of rapid technological changes. In the near future, HR’s role will grow beyond recruitment and employee management to become a key driver of innovation and organizational transformation, with AI playing a central role in shaping the future workforce.