Sunrise considers cutting 450 jobs: The company also aims to reposition itself with the help of AI

Sunrise is considering cutting up to 450 jobs, almost a fifth of its workforce. The telecommunications company is relying on AI for process optimization and cost reduction, which is leading to a realignment of competence profiles and automation.

Sunrise, the Swiss telecommunications provider, has announced that it is considering the reduction of up to 450 positions – a measure that could affect nearly a fifth of the total workforce and already represents the second round of consolidation within the current year. The planned restructuring aims to optimize the cost base, streamline processes, and strengthen competitiveness in a dynamic market environment. A central role in this realignment is played by the increased use of artificial intelligence (AI), which is intended to automate certain functions and require new skill profiles. The announcement was made on September 21, 2026, and underscores the ongoing pressure on established industry players to adapt to technological developments and changing customer needs.

The decision by Sunrise reflects an industry-wide trend in which companies are redefining their business models through the use of digitalization and automation technologies, particularly AI. For telecommunications companies, this often means a shift from traditional support and operational roles toward specialists in the fields of data analysis, AI development, and complex project management. The job cuts now under consideration could particularly affect administrative and repetitive tasks, while simultaneously creating a demand for new, highly qualified profiles capable of fully exploiting the potential of AI. The timing of the announcement, shortly after layoffs that have already taken place, indicates a profound change within the organization aimed not only at increasing efficiency but also at a strategic repositioning.

This development carries a dual message for (future) MBA students and executives. On the one hand, it illustrates the necessity of continuous further education and the acquisition of key competencies in areas such as digital transformation, strategic change management, and the implementation of AI strategies. MBA programs provide the necessary tools and network to understand and shape such complex corporate reorganizations. On the other hand, it highlights the challenges associated with the introduction of disruptive technologies: the goal is to manage the change in a socially responsible manner, to adequately train or support employees, and simultaneously ensure the long-term competitiveness of the company. Successfully navigating such phases requires not only technical expertise but also strong leadership qualities and a deep understanding of organizational psychological aspects.