Translation: humans out, algorithms in.
The Dutch mapping giant — once synonymous with dashboard nav systems before Google Maps came through like a digital wrecking ball — has now trimmed its workforce by nearly 10%. Most of the cuts? Application layer, sales, and support teams. The very people who helped customers make sense of their tech.
Why the pivot?
Because TomTom sees the future, and it’s less about buttons and more about brains. AI brains.
They’re pushing hard into real-time, context-aware navigation and autonomous vehicle mapping — think predictive rerouting, instant traffic insights, and roads that “talk” back. Problem is, those innovations demand fewer reps on the phone and more neural nets in the cloud.
CEO Harold Goddijn said the layoffs were “not taken lightly,” which is code for: AI is now doing what humans used to, faster and cheaper.
But here’s the rub: while this might boost short-term margins, gutting your human touch could cost you the trust that built the brand.
One thing’s clear: the race to AI supremacy isn’t coming. It’s here. And it’s replacing your customer service agent.
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