Firms are blaming AI for job cuts. Critics say it’s a ‘good excuse’

From tech to airlines, large global companies have been slashing staff as the real-world impact of artificial intelligence plays out, spooking employees. But critics say AI has become an easy excuse for firms looking to downsize.

Last month, tech consultancy firm Accenture announced a restructuring plan that includes quick exits for workers that aren’t first able to reskill on AI. Days later, Lufthansa said it was going to eliminate 4,000 jobs by 2030 as it leans on AI to increase efficiency.

Salesforce also laid off 4,000 customer support roles in September, saying that AI can do 50% of the work at the company. Meanwhile, fintech firm Klarna has reduced staff by 40% as it aggressively adopts AI tools.

Language-learning platform Duolingo has stated that it will gradually stop relying on contractors and use AI to fill the gaps.

The headlines are grim, but Fabian Stephany, assistant professor of AI and work at the Oxford Internet Institute, said there might be more to job cuts than meets the eye.

Previously there may have been some stigma attached to using AI, but now companies are “scapegoating” the technology to take the fall for challenging business moves such as layoffs.

“I’m really skeptical whether the layoffs that we see currently are really due to true efficiency gains. It’s rather really a projection into AI in the sense of ‘We can use AI to make good excuses,'” Stephany said in an interview with CNBC.

Companies can essentially position themselves at the frontier of AI technology to appear innovative and competitive, and simultaneously conceal the real reasons for layoffs, according to Stephany.

“There might be various other reasons why companies are having to get rid of part of their workforce … Duolingo or Klarna are really prime candidates for this because there has been overhiring during Corona [Covid-19 pandemic] as well,” the professor said.

Some companies that flourished during the pandemic “significantly overhired” and the recent layoffs might just be a “market clearance.”

“It’s to some extent firing people that for whom there had not been a sustainable long term perspective and instead of saying “we miscalculated this two, three years ago, they can now come to the scapegoating, and that is saying ‘it’s because of AI though,'” he added.

This pattern has sparked conversation online. One founder, Jean-Christophe Bouglé even said in a popular LinkedIn post that AI adoption is at a “much slower pace” than is being claimed and in large corporations “there’s not much happening” with AI projects even being rolled back due to cost or security concerns.

“At the same time there are announcements of big layoff plans ‘because of AI.’ It looks like a big excuse, in a context where the economy in many countries is slowing down, despite what the incredible performance of stock exchanges suggest,” said Bouglé, who co-founded Authentic.ly.

Jasmine Escalera, a careers expert, said this concealment is “feeding the fear of AI” with employees globally concerned about their jobs being replaced as a result of AI.

“So we already know that employees are scared because companies are not being honest, open and communicative about how they’re implementing AI,” Escalera told CNBC Make It. “Now companies are openly stating ‘We’re doing this [layoffs] because of AI’ so it’s feeding the frenzy.”

Escalera said big companies need to be more responsible as they set the tone for what’s the norm in business decision making and avoid greenlighting “bad behavior.”

A Salesforce spokesperson clarified to CNBC that the company deployed its own AI agent, Agentforce, which reduced the number of customer support cases and eliminated the need to “backfill support engineer roles,” they said.

“We’ve successfully redeployed hundreds of employees into other areas like professional services, sales, and customer success,” the Salesforce spokesperson added.

Klarna directed CNBC to its co-founder and CEO Sebastian Siemiatkowski’s comments on X where he explained that the company shrank its workforce from 5,500 to 3,000 people in two years but “AI is only part of that story.”

Siemiatkowski linked the workforce reduction to slimming down its analytics team to one “success team,” with many then leaving by natural attrition as well as the reduction of the company’s customer success team.

Lufthansa and Accenture declined to comment on the matter and did not share any further details on their AI restructuring strategy. Duolingo did not respond to CNBC’s request for comment.

The Budget Lab, a non-partisan policy research center at Yale University, released a report on Wednesday which showed that U.S. labor has actually been little disrupted by AI automation since the release of ChatGPT in 2022.

The lab examined U.S. labor market data from November 2022 to July 2025 using a “dissimilarity index” which measured how much the occupational mix—the share of workers in different jobs—has shifted since AI’s debut and compared it to other technological shifts such as the introduction of computers and the internet. It found that AI hasn’t yet caused widespread job losses.

Additionally, New York Fed economists released research in early September which showed that AI use amongst firms “do not point to significant reductions in employment” across the services and manufacturing industry in the New York–Northern New Jersey region.

It found that 40% of service firms said they were using AI this year, up from 25% last year, while manufacturing firms saw a similar jump from 16% last year to 26% this year, but very few were using AI to layoff workers.

Only 1% of the services firm reported AI as the reason for laying off workers in the past six months, down from 10% that had laid off workers using AI in 2024. Meanwhile, 12% of services firms said AI made them hire less workers in 2025.

By contrast, 35% of services firms have used AI to retrain employees and 11% have hired more as a result.

Stephany said there isn’t much evidence from his research that shows large levels of technological unemployment due to AI.

“Economists call this structural unemployment, so the pie of work is not big enough for everybody anymore and so people will lose jobs definitely because of of AI, I don’t think that this is happening on a mass scale,” he said.

He added that concerns about technology putting an end to human work can be seen throughout history.

“It reoccurred this century alone a dozen times, you can go back to ancient times where Roman emperors put hold to certain machines because they were worried about this and always the contrary happened. The machine made companies, industries more productive.

“It allowed for the emergence of entirely new jobs. If you think about the internet 20 years ago, nobody would have known what a social media influencer is, what an app developer is because it didn’t exist.”

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