Jersey workforce could grow with rise of AI synthetic workers

Jersey could grow its economy without increasing its population by embracing artificial intelligence in the workplace, according to the chief executive of Digital Jersey.

Tony Moretta said the island could make greater use of so-called “synthetic workers” AI-driven systems that automate routine and complex tasks — to help businesses expand at a time when recruitment remains difficult.

Speaking ahead of Digital Jersey’s Annual Review, which takes place on Thursday, Moretta said the event would focus on how AI is already reshaping the workplace and how its adoption could be accelerated across the island’s key industries.

The review will feature speakers examining the impact of technology-led sectors on Jersey’s economy, alongside discussions on how organisations can integrate AI effectively and responsibly.

Moretta said it would be unrealistic to significantly increase Jersey’s workforce through population growth alone, particularly in sectors such as financial services, due to pressures on housing and infrastructure.

“Like many places, Jersey is facing challenges when it comes to recruitment,” he said. “The next step is to automate tasks using AI agents. In the industry, these are often referred to as synthetic workers.”

He said AI systems could carry out work faster and more competitively, enabling businesses to handle higher volumes without expanding headcount. This, he added, could allow the island to increase its economic output while avoiding further strain on public services.

Addressing concerns about job losses, Moretta rejected the idea that AI would inevitably replace human workers. Instead, he said the real risk lay in failing to invest in skills and training.

“Jobs will be lost if people are not given the opportunity to upskill or reskill, and if young people leave school without the capabilities needed for new roles,” he said. “Humans still need to work alongside AI — but they must have the skills to use it effectively.”

He described AI as both a major opportunity and a potential threat for Jersey, depending on how it is adopted.

“If we embrace the technology, we can improve productivity and competitiveness, particularly in financial services,” he said. “If we don’t, there’s a real danger we fall behind other jurisdictions, lose business and ultimately lose jobs.”

Public opinion on the growing use of AI remains mixed. Photographer Elizabeth Bosch said she does not use AI-generated images herself but believes the technology can be useful when applied carefully. She said she was not concerned about AI replacing her work, but warned that copyright issues were troubling.

“I’ve seen AI videos that look completely real,” she said. “It’s quite scary, especially for older generations — how do you tell the difference?”

Others were more sceptical. Harry Brown said he avoids using AI, describing it as “lazy” and warning that society was becoming overly dependent on technology.

“People use it for everything now, from booking holidays to writing emails,” he said. “There’s so much AI-generated content online — it’s actually pretty unsettling.”