Forget job titles. The BA of yesterday documented requirements. The BA of today drives digital strategy.
With AI, digital transformation, and leaner teams, the lines between BA, Product Owner, Product Manager, and Digital Consultant are blurring fast.
Today, many BAs are expected to:
- Act like a Product Owner – managing backlogs, writing user stories, prioritising.
- Think like a Product Manager – aligning solutions with business strategy and customer value.
- Behave like a Business Consultant – challenging assumptions, advising leadership, and driving change.
No wonder we’re seeing hybrid roles like BA/PO, Digital Business Consultant, or AI-Enhanced Analyst emerging everywhere.
Why this shift?
- AI is automating repetitive work — documentation, reporting, analysis.
- Digital transformation demands broader thinking and cross-functional collaboration.
- Lean teams need adaptable professionals who can bridge strategy, delivery, and innovation.
The modern BA isn’t just gathering requirements anymore. They’re shaping product direction, guiding business change, and helping organisations use AI wisely.
How to stay ahead — and what are your options?
As the boundaries between roles blur, it helps to think in terms of the five pillars of Digital Transformation: Products, Platforms, Processes, People, and Business Models.
Each pillar offers a pathway to evolve your career and amplify your impact.
- Digital & Product Strategy (Products)
Move beyond requirements into product vision and strategy.
Understand how digital products deliver value, fit into ecosystems, and leverage AI or automation for differentiation. You’ll shape what should be built, not just document how it works. - Technology & Data Enablement (Platforms)
Every transformation relies on strong digital foundations. Build skills in data, AI tools, integration, and platform thinking to help organisations unlock insights and scalability.
Roles like Data Product Owner, Platform Analyst, or Digital Enablement Consultant live here. - Process Transformation (Processes)
If you love structure and problem-solving, specialise in process improvement and automation.
Use RPA, low-code, or AI-powered tools to streamline workflows and boost efficiency. Think Process Analyst, Automation Lead, or Digital Process Architect. - Change Management & Enablement (People)
Digital success depends on adoption. Professionals skilled in communication, culture, and transformation drive human alignment with technology. Grow into roles like Change Manager, Transformation Lead, or Digital Adoption Consultant. - Business Model Innovation (Business Models)
This is the ultimate goal of transformation — rethinking how the organisation creates, delivers, and captures value. By connecting insights from all four other pillars, you can shape new revenue streams, service models, and partnerships. That’s the realm of Digital Strategy Consultants and Innovation Leaders.
In short:
- Love strategy? Focus on Products and Business Models.
- Love data and tech? Explore Platforms.
- Love structure? Lead Process Transformation.
- Love people? Master Change Management.
"The future BA doesn’t fit into one box — they lead across pillars, guided by curiosity, adaptability, and smart use of AI.
A real-world example
On a large digital transformation program in the financial sector, you could find yourself spanning all five pillars:
- As a Business Analyst, you map the as-is journey, uncover pain points, and identify key friction areas for customers.
- As a Product Owner, you collaborate with delivery teams to build a new self-service platform powered by AI and data analytics.
- As a Product Manager, you ensure the roadmap aligns with the organisation’s digital strategy and long-term customer goals.
- As a Digital Consultant, you guide leadership on redesigning processes and change initiatives to support adoption.
- And as a Business Model Innovator, you help the company shift from a transaction-based model to a recurring digital services model that unlocks new revenue.
You’re no longer confined to a single job title — you become a transformation catalyst, connecting products, people, processes, platforms, and profit models to deliver real impact.
That’s what the modern digital professional looks like.
The takeaway
Whether your title says Business Analyst, Product Owner, Product Manager, or Digital Consultant, the real question is:
Are you helping your organisation use AI and digital tools wisely — or just adopt them blindly?
Those who blend human insight, product thinking, data fluency, and change leadership will not just stay relevant — they’ll lead the next wave of digital transformation.
