Scenario 1: Purpose-driven Conglomerates

Scenario 1: Purpose-driven Conglomerates

Government is behind + purpose-driven profit

Corporations now have a purpose-driven profit business model. In this scenario, microwork platforms offer Skills Packs training upgrades. Meanwhile, governments organize drone water-flights to attack forest fires across the globe. And it’s not unusual to see a microwork hub in a repurposed shipping container hub celebrating Blue Origin.

Note: SamaKar is a fictitious organization. Samasource, a microwork platform intentionally designed for measurable poverty reduction is its inspiration. References support the plausibility of the scenario. There is no connection between Samasource and TWIG’s microtasking project.

Scenario 1, Purpose-driven Conglomerates, was developed at the microworking session held on December 10, 2019. The related persona is Robin Esposito.

Purpose-driven action to remain competitive

Government policy hasn’t kept up with the demands of the cumulative shifts happening worldwide. Economic changes, corporate growth and environmental bursts triggered several alarming market swings. To remain competitive in an unpredictable market, corporations have shifted towards purpose-driven action. To allow for long-term impact, leaders recognize the need for a different approach.

Above all, three AI/M conglomerates are dominating the gig-market

All in all, the leading provider is the Global Microwork Exchange (GMX). Their headquarters are in San Francisco. Also, they have Toronto and Montreal satellite hubs, and work in 17 countries, on all continents. They have over 12,000 active daily workers in Canada and the US. Currently, GMX provides a large variety of AI and microwork services to Fortune 50 companies and impact clients alike.

SamaKar’s expanded network coverage and amalgamation with seven of their competitors triggered GMX’s creation. Largely, they did this to pool resources, and create bigger impact possibilities. Originally they were a not-for-profit. However, they have been a for-profit business (aka social purpose organization) since 2019.

In 2019, Samasource raised $14.8 M, and GMX raised 14.83 million USD. Then, GMX raised an additional 314.4 million in 2024. This large amount was attributed to their amalgamation and the high value of the mission. Also, this was the first time an Artificial Intelligence/Microwork (AI/M) corporation had a purpose-driven mission that was profitable for investors. As of 2030, GMX is a billion-dollar company, with impact projects globally. 

Today, GMX is a key example of large conglomerate AI/M companies, which are a growing trend

AI/M corporations have redefined their approach to the role of technology in their business models, and they recognize their impact on the world. As a result, GMX and other AI/M organizations are tackling some of the world’s most pressing problems with global approaches that break down geopolitical boundaries. 

In Toronto, we can see the difference. Because policymakers are beginning to work with the AI/M organization on sharing their missions and requesting project outputs. There is no precedent for this yet, and the government is approaching the possibilities with caution. Small government-based undertakings in AI, data, research, and CX are beginning to occur.

Microwork is an opportunity-filled space

In 2030, microwork is an opportunity-filled space where underemployed workers can earn a living wage. Torontonians earn a monthly average of $2,194.19, with flexible project schedules that allow for life’s complexities. Some even choose not to get paid, donating their wages to distributed workers on the global team. This is especially good since the GTA has seen a large influx of refugees over the past decade. Presently, the real numbers are unclear. Yet, it’s estimated that over 70% of new Torontonians have participated in some kind of AI/M work this year alone.

Workers say that it’s because the skills are approachable. Microwork organizations offer free, digital Skills Packs training upgrades. These upgrades are completed in tiny increments. You can join a project that requires you to have some tacit knowledge by upgrading your skills. Because the Skills Packs are digital and downloadable.

When they upgrade, Skills Packs graduates can enter a new workspace. Typically, workers switch between simple tasks, AI, data, research, and CX. When they contribute they can advance over time, and progress to more interesting projects. Work collected during training goes to paying clients and subsidizes their training further.

Purpose-driven gamification

The most interesting aspect is the increase in technology and its gamification features. AI/M organizations are providing top-notch infrastructure to workers. This includes fast and free internet connections, regardless of location. Container workspace hubs provide free tech terminals on a first-come-first-served basis. The workspace hubs are container buildings with super high-speed connectivity, available 24/7. These are like Internet cafes in the 2010s – but with a microwork purpose.

Overall, Ultra Skills Packs training upgrades come with free tech – delivered by Amazon

The really big Ultra Skills Packs training upgrades garner new technology, delivered next day by Amazon. Those who pass challenging upgrades have a new “tech-toy” in the morning.

Now, mid-to-advanced microtask projects look more like fun puzzle games, and less like work. The new AI/M game-play is enticing. Once they get past the initial learning curve, some people are just playing these projects for fun. Workers/Players (W/Ps) feel a sense of alignment and community with company missions, and want to lend a helping hand. If they choose to do, they can work on a project in the global sphere, or in their own backyard.

Toronto 2030

In 2030, Toronto’s AI/M_TO initiative helped solve the city’s decades’ long debate about transit. This made the GTA a major GMX hub. The AIM_TO conference showcases the AI/M_TO initiative’s success. The venue is Toronto’s waterfront arena, and attendance is free. Because attendees have to complete only five small segments of work to access their ticket.

GMX will be showing full video-coverage of the Vancouver forest fire drone water-flights. The drones were manned by over 3,000 people globally, for over 1,400 hours. According to rumours, over 200 houses and several acres of land were saved. In gratitude, the California fire department will be presenting a plaque. Currently, this project is part of a group of microwork initiatives offered to W/Ps. 

Experimental projects tackle otherwise impossible challenges. However, competition is fierce. Currently, ultra-microworkers are vying for position on these projects. In order to be fair, the final team is chosen by a lottery.

Critical events

2020-2030: Purpose-driven conglomerates

To develop the scenario, the group established critical events. If government policies and regulations fall behind and corporations move in the direction of purpose-driven profit, these events might actually happen.

• Co-working spaces increase in use. In fact, it’s ubiquitous for non-standard employment.
• An increasing number of people augment their salary with microwork and gig income. This challenges the designation of non-standard employment.
• SamaKar goes from a not-for-profit to a for-profit model. This secures a $1.83M USD investment.
• SamaKar and KarmaSchool amalgamate with seven other microwork and AI competitors. Consequently, this forms a super pack called the Global Microwork Exchange LLC. Collectively, they pool their network and resources. Meanwhile, the reach and impact increase. 
•  Fortune 500 organizations and emergent organizations that use new forms of AI and supply chain infrastructures are a crucial source of revenue.

When this happens, what communities exist and what happens to the government?

• Governments are over-tasked and under-funded due to environmental challenges, financial downturns, and misuse of technology (due to quickly shifting systems). Trepidation and unanticipated social costs trigger a breakdown of speed and action. I.E: a lack of alignment with policies.
• Because of growing tensions and conflicting interests, backlashes happen between lobbying groups. Various advocacy groups spring up.
• Reduced AI dependability on Human Intelligence Task (HIT) processing. All of a sudden, microwork is ‘macro’ in nature, and AI takes over simpler jobs.
• GMX releases the first Skills Packs training upgrades. Then, their competitors copy it.
• An African AI/M releases microwork hubs in repurposed shipping containers. Consequently, competitors produce copies of these hubs. 
• AI/M_TO releases Urban TO Skills Packs training upgrades. Suddenly, microworkers can onboard topical knowledge about Toronto-based projects. After that, other city packs follow.
• The first AI/M_TO Conference is held. In less than an hour, tickets sell out. Following its success, meetup groups happen on a monthly basis. At this point, there are meetup groups at every hub capital.
• AI/M’s begin to address growing social needs, as initial project pilots. Although some fail miserably, others are successful. 
• Suddenly, social video adverts spring up as popular media. These adverts feature water-drone activity in forest fires. Globally, these drones are manned by thousands of people.

Contributors

This scenario was written by Ana Matic. It was developed at the Microwork Drivers Workshop on December 10, 2019. It’s based on the contributions of the following people. With thanks.

Ann Holmes, Principal Consultant, Ann Holmes & Associates
Darcy MacCallum, Director of Family & Wellness, The Neighbourhood Organization
Undergraduate Student, University of Toronto Scarborough
Geordie McRuer, Founding Consultant, Bastet Strategy
Judy Doidge, Director, Partnerships, Social Capital Partners
Mahjabeen Mamoon, Lead Research Analyst, Toronto Workforce Innovation Group
Saddaf Syed, Integrated Learning Experience Coordinator, University of Toronto Scarborough

Microtasking posters

Are you planning to hold a discussion on microwork? The posters make great prompts for your group.

You can download the full set of eight posters from the project toolkit.

Astronaut graffiti on semi-Trailers by Pixabay from Pexels
Drone water fights by skeeze from Pixabay

All scenarios

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Ana Matic

Ana Matic borrows approaches from varied areas of expertise – including business development, brand/identity design, sociology and entrepreneurship – to drive innovation, facilitate change, and design sustainable, human-centric initiatives.

Latest posts by Ana Matic (see all)

• Aggregate action, complexity, and microwork - February 23, 2020
• Scenario 1: Purpose-driven Conglomerates - December 21, 2019
• Persona 1: Robin Esposito - December 21, 2019