Artificial intelligence offers countless business opportunities but also enables unprecedented control over humans at work. How can we embrace AI without compromising employees’ natural needs for autonomy, inclusion and self-development at work? What are the strategic questions that leaders should ask themselves to avoid the pitfalls of undue and counterproductive controls as exemplified by GAFAM? How does collaborative governance allow organisations to truly put people at the heart of their business? How can AI strengthen collaborative governance models in the post-covid era?