As generative artificial intelligence (GenAI) rapidly evolves, it is beginning to reshape the services economy—transforming how work is performed, organised, and valued in sectors like banking, telecommunications, and audiovisual media. These sectors are central to Europe’s digital transition, yet the growing use of GenAI also raises crucial questions about job quality, social equity, and the future of work. Ensuring that this technological shift supports both innovation and fairness is essential to building a more resilient and inclusive economy.
To support this goal, Visionary Analytics is leading the project “Shaping Generative AI for a Sustainable and Fair Services Economy”, commissioned by UNI Europa, the European trade union federation for services workers. The study is part of a broader EU initiative aimed at enhancing the capacity of social partner organisations to engage with the economic and social implications of GenAI.
Our research team will carry out both sector-specific and cross-sectoral impact assessments to:
- Analyse how GenAI is affecting work organisation, job content, and employment conditions in the audiovisual, banking, and telecommunications sectors;
- Identify shared trends and policy challenges across sectors;
- Document real-world examples of GenAI deployment and its effects on workers and employers;
- Develop forward-looking scenarios to support informed social dialogue;
- Provide regulatory and strategic recommendations to ensure the fair, sustainable adoption of GenAI technologies.
Using literature review, interviews, case studies, and thematic analysis, Visionary Analytics will also contribute to project events by presenting findings, gathering stakeholder input, and facilitating discussions.
This work will help ensure that GenAI development aligns with workers’ rights, democratic governance, and social progress—laying the foundation for a more equitable future in the digital economy.
The project is expected to be finished by December 2025.
