OpenAI recently published Work at the Frontier, an analysis of over 800,000 real work conversations in the United States. The number that sticks: nearly half of those requests don't belong to the profession of the person asking.
Marketing asking for design help. Legal asking for analysis. Support writing copy. The line between jobs moves faster than any org chart.
The data point isn't about AI. It's about org charts
For years, the comfortable question was "what tasks can AI do?". The one this report puts on the table is different: if one person already crosses several disciplines inside a single chat, why do we still organize work as if each discipline lived in its own department, with its own ticket and its own "not my job"?
The short answer is that org charts were designed for a world without this tool. They haven't caught up yet.
In visual production, this was already true
At GROS we see this every week, no study required to confirm it. A single job crosses creative direction, visual production, technical judgment and delivery. It doesn't pass through four departments or four weeks of waiting between one and the next.
That's not a tool advantage. It's a structural one. Generative AI doesn't replace the judgment of whoever directs the piece. It removes the friction that used to force that judgment to be split across several people and several meetings.
The edge is no longer "the right department"
For a long time, professionalism meant knowing a lot about one single thing. Increasingly, the opposite matters more: knowing enough across several disciplines to close a result without losing anything between one handoff and the next.
Professions aren't disappearing. Whoever knows how to cross them delivers sooner, with fewer back-and-forths, without the client having to act as middleman between its own suppliers.
How we apply this at GROS
Our AI audiovisual production starts from exactly that: direction, production and delivery under the same judgment, without the chain of intermediaries it used to take to go from idea to finished piece.
Source
- OpenAI, How AI is expanding what people do at work: https://openai.com/index/how-ai-is-expanding-what-people-do-at-work/