Elon Musk caused a stir at the recent UK AI summit when he told Rishi Sunak that AI will render all jobs obsolete, stating, there “will come a point where no job is needed”.

Whether or not this is totally accurate, it’s certainly a provocative comment - and poses a set of questions. Given that ‘entrepreneur’ is a job, and in fact often creates more jobs for the economy - how should entrepreneurs think about AI and their companies - and their companies’ futures? Can entrepreneurs and AI make peace if one creates jobs and one is expected to destroy them? What might the next few years in business look like as expected disruption plays out?

Predictions for the near future in business and entrepreneurship are likely to be out of date in short order with the rapid adoption and integration of AI as tech companies iterate powerful models ever faster. That said, one doesn’t need a crystal ball to suggest some behaviours are going to be more adaptive as we all learn to change with technology, business, society and a landscape of constant disruption. Here are three.

• Take an active interest in everything

OK, no one can keep up with, let alone understand everything happening in technology, your sector, and with the competition. That said, all entrepreneurs and leaders will need to become better. Better at researching, understanding, and forecasting. If Blockbuster downplayed the streaming revolution, we don’t want that example of complacency to be our guide. We want to be the Netflix in the story - unafraid to try new models and change delivery as customer expectations and the world around us change. Change means opportunity and failure, depending on what we make of it.

• Encourage team leaders and practitioners to test and iterate

Some people love trying out new shiny things, and some just keep their head down and focus on the job in front of them. It’s now vital to have a set of principles and guidance so that everyone understands what they can and can’t do with technology, and to be testing out new ways of working to explore the ups and downsides. Musk is saying what many other technologists and intellectuals have warned: That AI-led disruption may create dramatic, traumatic change.

It’s not just the CEO or CTO that must understand this. Every knowledge worker, salesperson, customer service representative, accountant… every role uses technology. Every role can look back at how most roles have changed over 50 years, year on year. If everyone feels a responsibility for keeping up with the latest tools and techniques in their field then it’s harder to be blindsided - and easier to find opportunities.

• Don’t become a T-800 - people still matter

Even the Terminator eventually got turned around to help humanity in those movies. But that’s the point of them: Technology has its own logic, and people have theirs. Humans, and our creativity and empathy and innate self-worth, mean something. Our teams and our customers want to feel they matter, and ensuring that the way businesses never lose sight of that is essential.

There’s a reason that people chose to call Innocent Smoothies’ ‘banana phone’ or email, and even visit ‘Fruit Towers’ and love the brand - there are real humans at the other end of it. Innocent was a pioneer of ‘wackaging’, and has always been creatively silly in a wonderful way. Being human and showing that humans matter can be a great business strength - even if you don’t want to be ‘silly’.

• Keep your customer at the heart of your plan

When I trudge through a set of options in a telephone tree’s automated system, I don’t tend to feel valued. When I try to find a contact form on a company’s site, but only find FAQs that don’t apply to my issue, I don’t feel understood. People like to feel valued and seen for what we are. The same goes for colleagues too, and I’d bet that failing to do this for people is a major contributor to customer and staff churn. That’s a sad thought -  a lot of bad feeling is avoidable. Never lose the humanity, empathy, and care that people need to thrive - whatever is most ‘cost effective’ and ‘scalable’ for the business.

Plan for a hybrid, human-AI organisation

It’s pretty obvious that AI has a strong future in business. In fact, deployed correctly, it can help people to do more business with people. Autocomplete, transcriptions, quicker scheduling - there is no shortage of tasks all workers want AI to do so they can do more interesting and rewarding activities, faster.

There are many use cases where AI can already augment colleagues. Some of these mean learning how to use new tools, or even new ways of thinking (understanding mental models and critical thinking should be on the school curriculum). As long as they offer the ability to spend more time with people, being creative and social, the business will be on the best path forward.

No one can clearly predict the future, but winning business for the long-term does mean bringing AI into the fold and ensuring that colleagues understand that only by learning to use it and adapt to changing circumstances do we prevail. Entrepreneurship is an adaptive mind-set, and it’s one that we all must keep as AI may change much of how we do business.

Sean Evers is VP of Sales & Partner, Pipedrive