In a new white paper, PMI argues that as artificial intelligence moves from supporting routine tasks to taking on more sophisticated cognitive work, the world must grapple with an urgent challenge: Ensuring that AI enhances uniquely human capabilities—rather than eroding them.
“Human cognition: The next frontier?” sets out a compelling case for why cognition should be treated as a scarce and strategic asset, one increasingly essential for resilience, progress, and social cohesion in a rapidly automated world.
A defining moment for the human mind
For decades, technology has automated physical labor in the pursuit of productivity. Today, AI is doing the same for knowledge work. Our white paper suggests this shift is profound—and potentially risky if society does not act with intention.
Capabilities such as critical thinking, creativity, and adaptability will soon become the human “super-skills” that distinguish thriving individuals and organizations. As machines take on more of the analytical and generative workload, humans will need to sharpen the abilities that algorithms cannot replicate.
“Technology moves fast—but progress depends on people,” said Moira Gilchrist, PMI’s Chief Global Communications Officer.
Technology moves fast—but progress depends on people
Moira Gilchrist
Chief Global Communications Officer
Reflecting on PMI’s transformation, she added that the company’s evolution “from a cigarette company a decade ago to one where smoke-free products account for 41 percent of net revenues”* was driven not only by scientific breakthroughs but by “reskilling, curiosity, and the courage to challenge assumptions.”
“If we treat cognition like the scarce resource that it is and use AI to enhance—not replace—human strengths, organizations will make better decisions, and society will be more resilient in the AI era,” she said.
Four cognitive risks that could shape the future
The white paper highlights the need to protect human cognition in the era of AI, outlining a set of accelerating cognitive risks that will shape whether society benefits from AI or becomes overwhelmed by it:
- Cognitive atrophy: As generative AI increasingly automates ideation, drafting, and analysis, people risk losing the “productive struggle” that once strengthened deep thinking, originality, and independent judgment. When machines do more of the mental heavy lifting, human cognitive muscles can quietly weaken.
- Attention erosion: An always on digital environment—notifications, feeds, dashboards, and synthetic content—fragments focus and pull people into shallow processing. This erosion of sustained attention undermines decision quality, critical reasoning, and the ability to engage with complex problems.
- The emerging cognitive divide: Access to time, focus, and advanced learning is becoming uneven. As cognitive demands rise, these advantages increasingly risk becoming privileges. Without intervention, socioeconomic divides could harden into a cognitive inequality gap, determining who can thrive in an AI-mediated world.
- Trust and verification challenges: The proliferation of synthetic media and deepfakes threatens public confidence in information itself. Navigating this landscape requires new habits of verification, lateral reading, and digital skepticism—skills that are becoming foundational to civic participation and organizational decision-making.
A call for global dialogue
PMI’s white paper reflects our broader transformation and commitment to continuous learning.
As we work toward being a predominantly smoke free company by 2030, we are investing heavily in new capabilities and cognitive development across our workforce.
But this is a conversation that must extend far beyond any single organization.
It requires a global, cross-sector debate on how to ensure AI strengthens human cognition rather than diminishes it.
We argue that societies must consciously design environments—educational, technological, regulatory, and workplace systems—that protect attention, foster deep thinking, and democratize cognitive opportunity.
Because while shaping the future of AI is important, shaping the future of human thinking matters even more.
* PMI Q3 earnings, 30 September 2025
