---
id: "quote-kaufman-unpleasant-truth"
type: "quote"
source_timestamps: ["¶4"]
tags: ["augmentation", "adaptation"]
related: ["entity-micha-kaufman", "entity-org-fiverr", "concept-ai-augmentation-strategy"]
speaker: "Micha Kaufman"
speakers: ["Micha Kaufman"]
quote: "[H]ere is the unpleasant truth: AI is coming for your jobs. Heck, it’s coming for my job too. This is a wake-up call."
sources: ["spine"]
sourceVaultSlug: "hbr-seg-spine"
originDay: 1
articleStem: "hbr-ext-19-augmentation-over-automation"
sourceUrl: "https://hbr.org/2026/04/why-companies-that-choose-ai-augmentation-over-automation-may-win-in-the-long-run"
sourceTitle: "Why Companies That Choose AI Augmentation Over Automation May Win in the Long Run"
---
# Micha Kaufman on AI and Jobs

> "[H]ere is the unpleasant truth: AI is coming for your jobs. Heck, it's coming for my job too. This is a wake-up call."
> — [[entity-micha-kaufman|Micha Kaufman]], CEO of [[entity-org-fiverr|Fiverr]] (¶4)

**Context.** Kaufman's blunt warning is framed *not* as a layoff announcement but as a call to adapt — the article's counterpoint to [[quote-dorsey-intelligence-tools|Dorsey's automation framing]] and the opening move of an [[concept-ai-augmentation-strategy-d1|AI Augmentation Strategy]]. Pairs with [[quote-kaufman-human-capabilities]].