How AI Transforms HR and Empowers the Employee Experience
In brief: EY integrates AI into HR to improve the employee experience and create real value. The approach centers on agility, role modeling, and appreciation to encourage AI-tool adoption. By introducing the concept of the Digital Ally, EY makes AI more accessible and personal for employees.
AI is changing how work gets done. For organizations, embracing this change with clear focus on value creation is essential. EY has positioned itself as 'Client Zero' by adopting AI internally first, testing what works, and developing responsible, sustainable AI integration. This hands-on experience provides insights to improve and advise clients confidently.
Maarten Lintsen, HR Director responsible for 5,000 employees in the Netherlands, highlights how regular evaluations help track employee progress and skill needs. "We shape our AI approach with employees, focusing on confidence and future-proofing."
AI and the HR Strategy
At EY, employees come first. The HR strategy revolves around the employee journey, which AI enriches by removing repetitive tasks and boosting well-being. Maarten explains, "Research shows repetitive administrative work lowers well-being. Our key HR focus is enabling AI-tool adoption that lets employees do work they enjoy and adds real value."
By framing AI positively, EY activates employee agility and engagement. The goal is to make AI a helpful partner, not a burden.
Responsible use of AI-tools is paramount during the transformation in our organization.
– Maarten Lintsen, HR Director EY Netherlands
Agility and AI
Agility means quickly learning new skills and adapting to change. Maarten points out that agility is influenced by three factors:
- Purpose: Clear communication about why AI-tools matter helps employees embrace them.
- Role modeling: When leaders use AI-tools, employees feel encouraged to follow.
- Appreciation: Recognizing employees’ efforts with AI—through compliments or time for training—increases adoption.
These elements build a culture where AI supports productivity and satisfaction.
How EY Can Help
EY.ai Value Accelerator uncovers AI opportunities for business growth. It helps identify and capitalize on AI to ensure investments yield meaningful results.
Implementation and the Digital Ally
To maximize AI benefits, broad usage of AI-tools is crucial. EY’s implementation program reflects purpose, role modeling, and appreciation. Challenges are mapped, engagement grows, and talent retention strengthens.
Employees get time for training and positive feedback. Communication campaigns bring AI closer to daily work. One key initiative is the Digital Ally—a digital assistant that supports employees. It currently includes tools like EYQ and Copilot, with plans to add more.
Responsible AI Use and KPIs
Clear guidelines ensure AI is used responsibly at EY. Maarten stresses, "Responsible AI use is non-negotiable. Policies reflect laws and evolving standards."
They also set measurable goals. Employees are expected to use AI-tools at least three days a week, with a 60% adoption target by July 1, 2025. Programs support reaching this.
Building an AI-Proof Future
Practical advice helps organizations avoid pitfalls and implement AI well. Maarten recommends setting a clear KPI and goal everyone can align with. Focus on agility, curiosity, and investing in skills.
He adds, "A clear future vision and employee mobilization are key. Think 'future back'—decide where you want to be in 10 years, then plan steps now."
AI literacy is critical, especially with advanced AI like Agentic AI widening knowledge gaps. Planning concrete actions now will make all the difference.
Summary
EY’s approach shows AI can enhance HR by empowering employees, improving well-being, and unlocking human potential. Their focus on purpose, role modeling, appreciation, and responsible use offers a practical path for HR professionals integrating AI into their organizations.
Your membership also unlocks:
