Creative Empathy and Critical Thinking Crucial

Uniquely human skills such as creative empathy and critical thinking are non-replicable and increasingly valuable in a future dominated by artificial intelligence, according to a new study by Philip Morris International and WSJ Intelligence. These findings were presented at the Cannes Lions International Festival of Creativity on 23rd June.

Surveying over 2,500 business professionals across the United States, United Kingdom, Italy, South Africa, and Brazil, the study identifies the indispensable value of human cognition as AI becomes more embedded in workplaces. Corporate leaders have a responsibility to enhance and protect human capabilities essential for sound judgement and decision-making.

Moira Gilchrist, Chief Global Communications Officer of PMI, stated, “At PMI, we believe that as AI becomes more embedded in businesses, leaders have a responsibility to ensure it strengthens – not weakens – the human capabilities that drive sound judgement, creativity, empathy, and responsible decision-making.”

Trust and Intuition in AI Integration

A ‘Trust Deficit’ is highlighted by the study, revealing a significant gap between AI tool usage and trust in their outputs. Although 83% of respondents use AI for research weekly, only 57% have a high level of trust in the outputs. 62% of professionals believe human intuition should prevail in creative and strategic decisions when AI insights conflict with human ones.

Over the next three years, human skills like creative empathy and adaptability are projected to experience the highest growth in corporate importance. The research also identifies a ‘Seniority Divide,’ with C-suite executives being twice as likely to report advanced AI proficiency compared to entry-level staff.

September will see the release of the full survey results, accompanied by a comprehensive report on preserving workforce cognition. WSJ’s custom content studio, The Trust, will also release a Custom Research Report later this year, delving into maintaining human cognition as a priority in future workplace ecosystems.

PMI and The Trust are collaborating on a four-episode vodcast series. This series will feature psychologists, neuroscientists, and industry leaders to discuss the impact of AI on human cognition in real-world business scenarios.

Last updated: 29 June 2026, 11:47 am