Ginnie Carlier, EY Americas Chief Talent and Culture Officer, said the firm will invest $100 million in cash awards for U.S. staff who prove their human skills remain valuable in an AI-driven workplace. Spot awards can reach $500, while individuals or teams that make a material difference may receive up to $25,000.
Why the programme matters
Artificial intelligence is automating routine bookkeeping and audit tasks, making the accounting profession more attractive to younger talent but also raising doubts about the value of human expertise. By tying generous bonuses to business acumen, judgement and adaptability, EY hopes to signal that these capabilities are essential for client service and for justifying fees.
"How we reward our people defines what we value as a firm. And what we value are confident professionals who continuously push themselves to learn fast and drive a lasting impact," said Ginnie Carlier in a press release.
The move follows similar concerns voiced across the Big Four. At KPMG, 76 % of a recent intern cohort said future success will require both strong human skills and the ability to direct AI, while 43 % worried that overreliance on technology could erode critical-thinking abilities. Derek Thomas, KPMG U.S. national partner-in-charge of university talent acquisition, warned that evaluating information, applying context and explaining the "why" behind recommendations will be critical for aspiring leaders.
Margaret Burke of PwC U.S. echoed the sentiment, describing the moment as one of learning agility. She noted that AI can perform many tasks, but it still needs people who can think critically, ask better questions and apply judgement.
Challenges for the talent pipeline
A recent BambooHR survey highlighted that one-third of new accounting and finance hires quit within their first year as AI reshapes entry-level roles. The same data showed a three-to-one ratio of senior-level hires to entry-level hires, indicating firms are favouring experienced staff while expecting younger employees to acquire new competencies.
"I'm glad that a generative AI tool has let us generate something that's interesting, but is it right? Is it correct?" said BambooHR CFO Justin Judd.
These trends make the development of human skills even more valuable. As AI takes over repetitive work, employers need talent that can not only use the technology but also assess its output, design processes around it and decide where human judgement is required.
What comes next
EY's bonus scheme is likely to prompt other professional-services firms to create similar incentives, reinforcing the importance of human expertise in an increasingly automated sector. Employees will be encouraged to pursue training in business strategy, ethical decision-making and adaptability, while firms monitor retention and the balance between senior and junior hires. The success of the programme could shape how the accounting industry retains talent and convinces clients that human insight remains worth paying for.