Philip Morris International (PMI) has launched a global conversation on the future of human cognition in the age of artificial intelligence with the release of a new white paper titled “Human Cognition: The Next Frontier?” The paper calls for urgent dialogue among leaders in business, government, and academia to ensure AI enhances, rather than diminishes, uniquely human strengths such as critical thinking, creativity, and adaptability. As AI increasingly automates not just physical labor but also cognitive tasks like ideation, drafting, and analysis, PMI warns that human mental capabilities may be at risk. The company argues that in this new era of human-machine collaboration, protecting and nurturing cognition must become a strategic priority for organizations and societies alike. Moira Gilchrist, Chief Global Communications Officer at PMI, emphasized the parallels between the company’s own transformation and the broader societal shift required in the AI era. “In our strategic shift toward a smoke-free future, we learned that technology helps us move faster—but real progress depends on people,” she said. “That journey was powered by curiosity, creativity, and the courage to challenge assumptions. If we treat cognition like the scarce resource that it is and use AI to enhance—not replace—human strengths, organizations will make better decisions, and society will be more resilient in the AI era.” The white paper outlines five key cognitive risks that could undermine human potential if left unaddressed: Cognitive atrophy: As AI takes over mental tasks, individuals may lose the “productive struggle” essential for developing deep thinking, originality, and independent judgment. Over-reliance on AI could weaken the cognitive muscles that drive innovation. Attention erosion: Constant digital stimulation from notifications, social media feeds, and synthetic content fragments focus and promotes shallow processing. This undermines the ability to engage with complex problems and make high-quality decisions. The emerging cognitive divide: Access to time, mental focus, and advanced learning opportunities is becoming unequal. Without intervention, this could entrench socioeconomic disparities into a new form of cognitive inequality, where only a privileged few can thrive in an AI-driven world. Trust and verification challenges: The rise of deepfakes and synthetic media threatens the credibility of information. Navigating this environment demands new skills like lateral reading, digital skepticism, and critical evaluation—essential for informed civic and organizational decision-making. PMI’s initiative reflects its evolution from a tobacco company to a global leader in smoke-free alternatives. Since 2008, the company has invested over $14 billion in developing scientifically substantiated smoke-free products. As of June 30, 2025, PMI estimates that over 41 million adult consumers worldwide use its smoke-free products, which now account for 41% of its first-nine months 2025 net revenues. The company aims to become predominantly smoke-free by 2030. With a strong foundation in life sciences and a growing ambition to expand into wellness and healthcare, PMI sees human cognition as a vital frontier. The company invites stakeholders to join a global dialogue on how to shape an AI future that empowers people, strengthens human potential, and ensures inclusive progress.