Philip Morris International and Wall Street Journal survey finds human intuition is irreplicable in the age of AI

Philip Morris International (PMI) and WSJ Intelligence, the in-house thought leadership consultancy for The Wall Street Journal, have shared initial findings from a forthcoming study on the importance of human cognition. 

As organizations scale up their integration of AI, this study—the largest-scale research program ever conducted by WSJ Intelligence—surveyed over 2,500 business professionals across the U.S., U.K., Italy, South Africa, and Brazil. 

While full results will be released in September, initial findings highlight the growing value of a “Human Premium” for businesses operating in an increasingly AI-dominated world. 

The study highlights how human-centric skills, such as critical thinking and creative empathy, are irreplicable and among the most distinctive workplace advantages.  

Human advantage in an AI age

These findings mirror PMI’s recent white paper, Human Cognition: The Next Frontier?, which argues that although AI is a key asset for businesses to automate routine knowledge work, human skills are invaluable and should be treated as a strategic, and scarce, resource. 

The focus on human cognition also aligns with external recognition of PMI’s ability to adapt in a fast-changing business environment. The company has been included in the WSJ Leadership Institute’s inaugural “Best Companies for the Future” ranking, placing 97th overall and third in the Food, Beverage & Tobacco industry group, behind Coca-Cola and PepsiCo.

Reframing the conversation

Rather than focusing on the perceived threat of job replacement, the study emphasizes the concept of the “Human Premium” to offer a much-needed positive outlook. Key findings from the study show how the role of human skills such as intuition, ethical judgment, and critical thinking are imperative in today’s modern corporate landscape. For example, there is still a question of trust in the reliability of information sourced from AI tools. So, while 83 percent of respondents use AI weekly, only 57 percent have a high level of trust in its output. 

The study also found that AI is unsurprisingly used as a tool for efficiency, and that this allows users more room for creativity and deep work. And seven in 10 professionals use the time freed up by automation to invest in high-value, strategic work.

As AI takes on more routine tasks, the study suggests the real opportunity for businesses lies in giving people more space to do what only humans can: Think critically, act responsibly, and create with purpose.