What’s the definition of insanity? Something about doing something over and over again and expecting different results?

AI spending may be on its way to meeting that criteria. Roughly half (52%) of business leaders will continue investing in the tech even if the AI bubble bursts, according to a recent Accenture report, and only 10% think there’s a “significant” AI bubble.

“AI investment and conviction holds,” Karalee Close, Accenture’s global lead of talent, told HR Brew. “[There’s] a real shift in the realization that it’s not a bubble, and to get the real value, you really need to dig deeper into the people and workforce topics.”

It’s not when, it’s how. AI is changing the workforce, Close said, and leaders are reworking roles and responsibilities to incorporate relevant skills. Most (78%) business leaders expect workers’ roles to change in the next year.

“People think about the technology first, and that’s where the investment has been,” Close said. “But now, it’s really about, ‘Okay, in order to get the value…we now need to think differently about how we scale that with people.”

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