This thesis investigates the impact of Artificial Intelligence on the transformation of tasks and skills, with a particular reference to the case of Stellantis and the adoption of the Customer Data Platform (CDP). Starting from historical evidence on the relationship between technologies and the labour market, and from the evolution of theoretical frameworks such as Routine-Biased Technological Change (RBTC) and job polarization, the research combines a literature review with a qualitative investigation based on interviews with different organizational roles. The objective is to understand how AI is reshaping task structures, employee perceptions, and upskilling needs, while outlining potential organizational and training strategies for an effective transition.