AI is changing who gets promoted, not just who gets

What happened

For much of the AI boom, the conversation has centred on recruitment as employers race to hire prompt engineers, machine learning specialists and data scientists, while candidates rush to add AI skills to their CVs. Across EMEA, organisations are beginning to redefine leadership potential. Technical expertise and years of experience still matter, but they are no longer enough.

Promotions increasingly reward adaptabilityPerhaps the clearest indication of this changing mindset comes from employers themselves. Research published this week by HR technology company HiBob found that 63% of organisations already factor AI capabilities into promotion decisions, while 61% consider AI proficiency during performance reviews.

Gartner research suggests employees selected for their potential rather than complete proficiency are significantly more likely to perform successfully than organisations often assume.

Why it matters

The ability to work with AI, learn continuously, navigate ambiguity and lead organisational change is becoming a decisive factor in career progression. From experience-based careers to skills-based advancementTraditional career ladders rewarded tenure and accumulated experience. According to Gartner, AI is breaking down conventional career pathways by automating routine work, reducing traditional developmental experiences and forcing organisations to rethink how employees build expertise.

Rather than relying on experience as the primary indicator of readiness, organisations are increasingly moving towards skills-based advancement systems. The consultancy argues that promotion decisions are shifting towards employees who demonstrate learning agility, adaptability and the capacity to succeed in unfamiliar situations, even if they don't perfectly match historical promotion criteria. "That represents a significant departure from long-standing HR practices.

LinkedIn data shows that the number of C-suite leaders globally adding AI literacy skills—including generative AI and prompt engineering—to their profiles has tripled over the past two years. Leaders are also more likely than the broader workforce to acquire AI-related capabilities, while nearly nine in ten executives say accelerating AI adoption has become a strategic priority. This doesn't necessarily mean executives need to build AI models or write code.

What to watch

Rather than simply recognising employees who consistently execute existing processes, companies are rewarding those who improve workflows, automate repetitive tasks, experiment responsibly with AI tools and help colleagues adopt new technologies. Its Future of Jobs Report 2025 suggests employers expect AI to reshape workforce structures significantly over the coming years, with demand rising for analytical thinking, resilience, flexibility, curiosity and lifelong learning alongside AI-related capabilities. LinkedIn echoes this trend.