Concerns about the impact of artificial intelligence (AI) on the white-collar workforce are prompting some professionals to shift their careers toward industries that require physical labor or an in-person presence. This trend has grown in recent years as generative AI tools become increasingly integrated into office environments, raising fears about job security in certain fields.

Eugene Kuznietsov, a 34-year-old marketing professional based in Toronto, exemplifies this shift. Once employed at Dentalcorp, a company overseeing dental practices across North America, he specialized in search engine optimization (SEO), a role focused on brand strategy and driving online traffic. As AI began to automate many marketing tasks, Kuznietsov anticipated a significant reduction in demand for his skills. Although he embraced AI as a valuable tool, he foresaw that the profession would soon require fewer human workers. In 2026, he co-founded Installfix, a glazing company offering repair and installation services for glass doors and windows in the Greater Toronto Area. He now manages the business and relies heavily on AI technology to streamline administrative functions, including website design, client communications, and budgeting.

Kuznietsov’s experience reflects a broader trend. A survey conducted by FlexJobs in late 2025 found that over 60 percent of more than 3,000 white-collar professionals in North America would consider transitioning to skilled trades for greater job stability. In Canada, a February 2026 report by BorderlessAI revealed that 46 percent of workers believed AI would influence their long-term career plans, with university degree holders expressing the highest levels of job insecurity.

Educational institutions have noted increased interest in skilled trades programs among younger demographics. Adel Esayed, dean of applied science, construction, and engineering technology at George Brown College, observed a growing enrollment driven by the perception that these occupations are less vulnerable to AI disruption. “People will build houses and renovate houses. The jobs will be there, and I think that’s the kind of stability younger people are looking for in this economy,” he said.

Not all professionals have found it easy to adapt. Rahman Moyed, a 25-year-old freelance graphic designer from Kitchener, Ontario, described difficulties securing full-time work since graduating in 2024 and said he plans to leave graphic design behind. Moyed now focuses on handyman jobs through home-maintenance platforms while considering a complete career change, citing AI’s ability to perform much of the work he was trained to do.

Data from the job-search site Indeed shows a decline in demand for marketing and communications roles in Canada over the past year, with job postings falling by 8.2 percent and 15.2 percent, respectively. This contrasts with a modest 0.4 percent decrease across all job postings.

Jim O’Quinn, a 54-year-old former graphic designer from Burlington, Ontario, transitioned to a career as a fitness coach in 2023, anticipating AI’s disruptive effects on his industry. He expressed concern about how AI has devalued creative work, although he acknowledged businesses benefit from lower design costs. “Graphic design is a chapter that is closed to me,” O’Quinn said, while noting that many creative professionals continue to seek meaning in their work despite AI’s growing presence.

These individual stories highlight ongoing uncertainty in white-collar sectors amid rapid AI adoption, with some workers proactively seeking career paths perceived as more resilient to automation.