Between AI and cultural transformation
What does the future of HR work look like for companies in Switzerland, Germany and Austria? Answers are provided by the new «Trend Barometer: People Management 2035» by the University of St.Gallen, a study conducted in cooperation with the consulting firm PwC.
At its core, the study paints a picture of a twofold transformation: on the one hand, there are technological disruptions such as artificial intelligence and people analytics, and on the other, the profound change in corporate culture.
«People management must do both in the future: integrate new technologies and new forms of collaboration at the same tim«»says Heike Bruch, Professor of Leadership at the University of St.Gallen and Director of the Institute for Leadership and Human Resource Management.
«Without a strategic realignment of HR management, many companies are at risk of losing touch,«» emphasizes the leadership expert from the Institute for Leadership and Human Resource Management (IFPM-HSG) at the University of St.Gallen and technical director of this study.
The results of the study are based on a survey of 256 HR experts in 2025 and 315 HR professionals in 2022 in Switzerland, Germany and Austria. The respondents assessed the relevance, characteristics and future viability of key HR functions and skills in the period from 2022 to 2035. The quantitative survey was supplemented by trend analyses that provide a differentiated picture of development areas and strategic gaps in people management.
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Four key measures for better people management
The study formulates four central fields of action:
- Firstly, digital skills need to be strengthened in a targeted manner, for example in dealing with big data, digital know-how and ethically practiced AI use.
- Secondly the «People Experience»i.e. the experience of the employees should be seen as a strategic lever: If you want to retain talent, you have toattractiveness tangible improvement.
- Thirdly is a culturalr new start is needed – with managers who are credible role models for trust, agility and inspiration. This is the only way to close the gap between aspiration and reality in people management by 2035.
- And finally, people management must renew itself and, first and foremost, increase its own attractiveness. Since strategische HR–Aufgaben rund um KI- und Kulturtransformation stark an Bedeutung gewinnen, gilt es, die besten Talente anzuziehen und zu halten.
