Automation and robotics create great opportunities, but Human Resources (HR) needs to engage in a much more active conversation within their own organisation. It is not interesting to see automation as a cost issue, rather focus on improving your service and customer experience. In a Dutch article I elaborate on the fact that practically no one is actively asking what work will look like and which skills sets will be important for employees. Organisations should proactively approach people with this line of questioning. Line management is opportunistic, and especially concerned with the short-term result. It is crucial for HR to take the lead in the ‘future of work’ discussion.