Some argue that humans could never become economically irrelevant cause even if they cannot compete with AI in the workplace, they’ll always be needed as consumers. However, it is far from certain that the future economy will need us even as consumers. Machines could do that too – Yuval Noah Harari

Will Humans Remain Economically Relevant? Insights from Yuval Noah Harari

In debates about the future of work and economy, a common argument suggests that humans will always hold a crucial position—either as workers or as consumers. The reasoning is that even if artificial intelligence and automation make human labor obsolete, our role as consumers will keep us relevant for the foreseeable future. However, recent reflections by historian and thinker Yuval Noah Harari challenge this assumption, proposing that the future economic landscape might not require human participation in either capacity.

A Self-Sustaining, Autonomous Economy

Harari illustrates a thought-provoking scenario: imagine an economy where automated corporations operate in a closed loop—mining companies sell iron to robotics firms, which produce robots that, in turn, purchase more iron, fueling further expansion. This cycle could extend beyond Earth’s boundaries, operating entirely with robots and digital systems, devoid of any human involvement. Such an economy would be driven solely by algorithms and artificial agents, capable of unlimited growth without the need for human consumers.

The Rise of Algorithms as Consumers

Today, we are already witnessing the early chapters of this shift. Algorithms are progressively taking on the role of primary buyers in financial markets—dominating trading floors by executing transactions in bonds, stocks, and commodities with minimal human oversight. Additionally, the advertising industry increasingly relies on algorithms to target consumers—not necessarily humans directly, but the digital preferences and behaviors that algorithms analyze and exploit.

For instance, Google’s search algorithm plays a pivotal role in shaping consumer choices. Web page creators tailor their content not just to human tastes but to appease search algorithms that determine their visibility. A website’s ranking can be more influential than the quality of its offerings; a vendor with better SEO ranks higher, regardless of whether their product is superior. Harari describes this phenomenon vividly: the algorithms “select things based on internal calculations,” thus shaping what consumers see and prefer based on computational preferences rather than human emotions or sensory experiences.

Algorithms as the New Gatekeepers

Harari emphasizes how sophisticated these systems have become, effectively creating “taste” in the digital realm. The ranking of ice cream vendors by Google’s algorithm is an example—those appearing first are most likely to succeed, irrespective of traditional quality measures like taste. As a result, businesses and consumers increasingly operate within a landscape dominated by algorithmic decision-making.

Harari recounts a personal experience: publishers work to optimize authors’ book descriptions to resonate with Google’s algorithms rather than solely appealing to