With the massive introduction of AI tech to manage and develop the IP portfolio, the role of consultants and in house is consistently changing. Where should human focus their efforts in the future to keep a competitive advantage over machines? Based on several international surveys we seek a tendency of relying on tech for certain activities (searching, drafting, monitoring, docketing, benchmarking, etc) therefore also the IP internal department efforts will be shifted to a different organization model. Moreover, the impact of GenAI will also affect the skills requested during the hiring process. Time for rethinking our role?