Most of the headlines about artificial intelligence (AI) focus on the winners—companies building the tools, designing the chips, or leveraging automation to cut costs. But every revolution has two sides, and as investors we need to recognize that while AI will create massive opportunities, it will also disrupt—and in some cases devastate—certain business models.

Bank of America (NYSE: BAC) and other market strategists have begun highlighting sectors that face rising risks from AI adoption. For long-term investors, understanding these vulnerabilities is just as important as spotting the next NVIDIA (NSDQ: NVDA).

Creative and Content Platforms Under Pressure

One of the earliest casualties of AI’s rise has been companies whose core business involves creating or licensing digital content. Generative AI is now capable of producing images, videos, music, and even websites at a fraction of the traditional cost—and often with comparable quality.

Adobe (NSDQ: ADBE), long the gold standard for creative professionals, has stumbled in 2025, down more than 20%. The problem isn’t that Adobe lacks AI tools—it has actually launched several—but rather that AI commoditizes the very work Adobe enables. A Coca-Cola (NYSE: KO) ad campaign produced entirely with AI highlighted the existential question: if AI can design, illustrate, and edit at scale, how much do companies really need Adobe’s premium software?

The disruption is even sharper for companies like Shutterstock (NYSE: SSTK), which license stock images. With platforms like OpenAI’s DALL·E and Stability AI’s Stable Diffusion generating custom, royalty-free images, Shutterstock’s value proposition is under attack. Its shares have plunged nearly 30% this year.

And it’s not just images. Wix.com (NASDAQ: WIX), a leader in template-based web design, has fallen by a third as AI-driven website builders can now generate complete, customized sites in minutes. What used to be a point-and-click service is being leapfrogged by tools that handle layout, copy, SEO, and even e-commerce integration with minimal human input.

For investors, the lesson is clear: companies that monetize content are vulnerable if that content can be replicated cheaply by AI. Unless they pivot to embed AI deeply into their platforms, their moat is shrinking fast.

Staffing and HR Services in the Crosshairs

Another sector at risk is staffing and recruitment. AI is proving surprisingly adept at screening resumes, matching candidates to job descriptions, and even conducting preliminary interviews. This threatens the very foundation of traditional staffing models.

ManpowerGroup (NYSE: MAN), a global leader in staffing, is down nearly 30% this year. The pressure comes from both ends: corporate clients are automating HR processes, while job seekers themselves are using AI to optimize resumes and prepare for interviews—reducing the need for human intermediaries.

Robert Half International (NYSE: RHI) has been hit even harder, down nearly 50% and now at its lowest level in five years. When software can match candidates and employers in seconds, the value of high-overhead staffing firms is called into question.

This isn’t to say HR will vanish, but the old staffing agency model may not be able to withstand the efficiency of AI-driven platforms. Investors should be cautious about firms that rely heavily on manual, relationship-driven processes in industries where AI can streamline the workflow.

Consulting and Research: The Knowledge Business at Risk

The consulting and market research industries are also facing new headwinds. AI excels at synthesizing vast amounts of information, identifying trends, and even generating polished reports—functions that have historically commanded premium fees.

Gartner (NYSE: IT) shocked investors recently when it cut revenue forecasts, and the stock plummeted 30% in a single week. Analysts pointed to the rise of AI-driven research tools that can produce actionable insights without the steep subscription fees Gartner charges.

This is a classic case of knowledge commoditization. Once upon a time, accessing deep datasets and expert analysis required firms like Gartner. Now, increasingly sophisticated AI agents can replicate much of that functionality—sometimes for free. The industry isn’t disappearing overnight, but the pricing power of traditional research and consulting models is weakening.

Why These Sectors Are Vulnerable

What ties these industries together? A few key characteristics:

• High headcount, low automation: Companies with large workforces performing repeatable tasks are ripe for AI substitution.
• Content commoditization: When AI can generate art, copy, code, or data analysis instantly, the value of human-created content diminishes.
• Knowledge replication: AI can mimic the work of analysts, consultants, and recruiters, undermining fee-based models.

Investors should recognize that in many cases, these are legacy business models colliding with disruptive technology—a dynamic that rarely ends well for incumbents.

What Investors Should Do

If you’re an investor worried about AI-related disruption, here are some strategies:

1. Look for AI adopters, not resisters. Companies that embed AI into their platforms—rather than fight against it—are better positioned to survive. Adobe, for instance, still has a chance if it can integrate AI in ways that make its creative tools indispensable.
2. Diversify across sectors. Don’t overexpose your portfolio to industries at high risk of AI displacement. Consider balancing with utilities, healthcare, or infrastructure—areas where human labor and regulation provide more durable moats.
3. Watch the disruptors. Firms enabling AI-driven staffing, consulting, or design may prove to be tomorrow’s winners. Just as Uber (NYSE: UBER) disrupted taxis, AI-native companies could disrupt these incumbents.
4. Be cautious with valuations. If a stock is cheap, ask yourself whether it’s undervalued or simply in structural decline. A 30% drop in companies like Shutterstock may not be a bargain if the core business model is eroding.

Final Thought

Artificial intelligence is one of the most powerful technological shifts in decades. But while many investors are focused on the winners, it’s equally important to identify the losers. From creative platforms and staffing firms to research consultants, some business models may simply not survive in their current form.

For investors, the message is straightforward: don’t just chase AI hype—also pay attention to where AI is quietly destroying value. In a world of creative destruction, knowing what to avoid can be just as valuable as knowing what to buy.