business

A marketing manager I spoke with recently had just finished a two-hour task in thirty minutes, thanks to a new AI-driven content tool. She was proud — until her boss, seeing the speed, handed her two more projects “while she had time.”

That’s the productivity trap in action: efficiency gains that should free us end up filling the same hours — or more — with extra work.

Economists call this the “rebound effect,” and it’s been quietly shaping labor markets for over a century. The technologies that make us faster, more accurate, or more organized can paradoxically tighten the workload rather than loosen it.