The advent of AI has transformed the insight profession almost overnight, becoming an indispensable tool for research, analysis and strategy development. But as the sector evolves, what does this mean for the older generation, often referred to as the silver generation?

Contrary to outdated stereotypes, older professionals offer invaluable wisdom and expertise, making them crucial contributors to the AI-led workplace.

Outdated myths versus reality

One persistent misconception suggests that older individuals struggle with technology and cannot adapt to the demands of an AI-driven work environment. As a recruiter, I often encounter comments like “They’re not digitally native” or “They won’t be tech-savvy” when discussing older applicants, a troubling mindset that contributes to the challenges faced by professionals aged 55 and over in securing employment.

However, the data paints a very different picture. In the UK, over 90% of individuals aged 65–74, and more than 70% of those aged 75+, use the internet regularly (ONS 2023 ). Far from being technophobes, this demographic actively engages with technology, whether for online banking, health apps or Zoom calls.

Another myth claims that older people cannot learn new tech skills. While learning speed may vary slightly across age groups, individuals aged 55+ are more than capable of mastering new tools, especially when those tools hold relevance to their lives. For example, many older adults, including my 92-year-old father, have embraced advanced technologies such as electric vehicles, online dating platforms and artificial intelligence applications.

The demographic shift

Society’s perception of older workers must align with changing demographics. In 1975, just 25% of the population were aged over 50; today, that figure has risen to 40%. People are not only living longer but working longer. The average retirement age has shifted significantly, from 61 for women and 64 for men in 1975 to 64 for women and 65.1 for men in 2025.

This shift has profound implications for the workforce. The number of individuals aged 50+ actively working has skyrocketed by 143% since 1975, with 11 million more people in this age bracket employed today. By contrast, within the insight profession, entry-level recruitment is scarce. According to ENI’s latest census, only 3% of professionals in the field are aged 24 and under. As entry-level positions dwindle, organisations will increasingly rely on the silver generation to fill vital roles.

The value of wisdom in insight

Great insight is about more than just gathering and processing data; it’s about interpreting human complexity. Humans are often driven by emotions rather than rational thought, a nuance that even the most advanced AI struggles to fully comprehend.

While AI excels at data processing and information generation, it lacks the contextual understanding, judgement and deep analysis that come from lived experience.

This is where the wisdom and crystallised intelligence of older professionals shine. Wisdom, built over decades of experience, turns raw data into actionable, meaningful insights. It provides the ability to discern patterns, weigh variables, eliminate biases and interpret emotional nuances that enrich decision-making processes. In a world dominated by AI, these human capabilities are more indispensable than ever.

Embracing the silver generation

The insight profession must evolve to embrace the invaluable contributions of older workers. Their lifetime of experience offers a perspective that no algorithm can replicate. Far from being a liability, their resilience, historical perspective and deep understanding of human behaviour position them as key players in the evolving AI-enabled workplace.

Demographics demand this shift, but so does common sense. The silver generation is not only capable of thriving in the age of AI but is also uniquely equipped to ensure that insights remain grounded in humanity. As organisations in the insight profession plan for the future, integrating older professionals into their workforce will not be just a necessity, it will be an asset.

The silver generation deserves to be recognised not as a relic of the past but as a vital resource for the future. In the insight profession, where understanding human behaviour is paramount, the wisdom of age paired with the capabilities of AI promises a richer, more comprehensive approach to solving complex problems. Let’s embrace the change and empower older professionals to take their rightful place in this brave new world.

Liz Norman is founder of SIGn (Silver Insights Generation) and founder of Elizabeth Norman International (ENI)