How APRA AMCOS is using robotics to shape the new workforce of today
How APRA AMCOS is using robotics to shape the new workforce of today
“Robotics takes care of time-consuming, manual work that was previously reliant on humans and turns it into efficient, automated workflows - at the click of a button. It’s something we could never have imagined 10 years ago.”
The digital landscape is moving at lightning speed. The organisations that do well, are quick to adopt new tech to boost productivity and efficiencies.
One technology that’s exploded the market is robotic process automation, or RPA. It’s tech that’s already transformed the finance and accounting industry. Now, smaller, niche organisations like APRA AMCOS are using it to create a ‘virtual’ workforce that complements its human workforce.
So, how is robotics benefiting them and what does it mean for the workforce we’ve come to know?
We reached out to Alex Bojahr, Manager of Enterprise Digital Operations at APRA AMCOS, to get his take on this emerging tech. Here, Alex shares his insights on how this music organisation is using robotics to boost productivity and shape the workforce of today.
First, who is APRA AMCOS?
APRA AMCOS ensures musicians and rights holders are fairly paid for their work. Every time a song is used in a commercial context, the songwriter is entitled to royalties. They also ensure every business, café, gym, cruise ship or school that uses music holds an APRA AMCOS licence.
Why did they introduce robotics?
Ensuring musicians get paid means collecting and analysing huge amounts of data from multiple sources.
Alex was brought on to establish the RPA function and automate this labour-intensive work, over time. “But then COVID hit and automating processes became that much more important.”
With a reduction in employees and an increasing backlog of work, Alex’s team had to accelerate the process.
How has robotics helped the workload?
Today, APRA AMCOS uses robots to gather information from external websites, perform data comparisons, and automate various manual tasks. As Alex says, “RPA takes care of time-consuming, manual work that was previously reliant on humans and turns it into efficient, automated workflows - at the click of a button. It’s something we could never have imagined 10 years ago.”
How is RPA shaping the workforce?
As a result of the work Alex and his team do, APRA AMCOS now boasts over 80 automated processes. This had led to significant productivity gains. The software bots make up the equivalent of five to six full-time employees, which has reduced the organisation’s manual workload. It’s also led to error and risk reduction across the business.
How has robotics impacted staff morale?
When RPA first came in, there was a lot of kick-back. People were worried this new tech would put them out of work.
This perception has shifted since Alex started at APRA AMCOS. “Instead of worrying that RPA will replace us, many can see how it supports and enhances our work.”
In fact, the software bots are now seen as part of APRA AMCOS’s workforce. And referred to as “virtual workers” or their "electronic workforce". RPA supports staff in their day-to-day tasks, and “people are happier because they can focus on the more interesting, higher value activities, leaving the boring, repetitive work to the bots” says Alex.
How will robotics impact our lives?
While 80%-90% of work scenarios will be automated, Alex reassures, “there’s always going to be a need for human interaction and decision-making in particular.”
Robotics should be seen as a supplementary tool, not a replacement. It can be used to streamline and improve job functions, like email and Google did. While certain roles will be more impacted than others, the widespread adoption of robotics won’t make everyone redundant or every job obsolete.
Alex emphasises that the soft elements of work, such as nuance, creativity, and decision-making, still require human involvement. While robotics can provide speed, accuracy, and efficiency, they don’t have the unique insights, broader industry knowledge and adaptability that humans bring to complex situations. “That's something I don't see robotics replacing in a hurry.”
What new jobs has robotics created?
As RPA continues to grow and become part of our daily lives, new job roles and opportunities are emerging all the time. APRA AMCOS has introduced RPA developers and automation engineers to their team. These new roles specialise in RPA tools that don’t use code. They’re a mix of tech expertise and business understanding, so they bridge the gap between end-users and the tech team – two areas where there’s always been a divide.
How can digital and tech talent keep up with this pace?
While robotics and automation may reshape certain job functions, they also create new avenues for work and specialisation. As Alex advises, “The key is being open to change and exploring things. Don’t be afraid of something you don’t know. Adapting to these changes now and building the necessary skills will ensure you thrive in new job market”.
What will the future of work look like?
Organisation have a huge opportunity to embrace robotics and create a new, augmented workforce like APRA AMCOS is doing. If there’s anything we’ve taken from our chat with Alex, it’s that the workforce of tomorrow will see humans and technology working side-by-side. This will lead to greater efficiencies, innovations and growth beyond anything we’ve experienced in our lifetime.
What are your thoughts on robotics?
What measures are you taking to transition from a traditional workforce to an augmented one? Is the emergence of robotics, AI and machine learning something to be feared, or celebrated? Let us know.