How AI and Tech Are Changing the Role of Personal and Executive Assistants

The world of business support is evolving. Today’s Personal Assistants and Executive Assistants are not simply organisers or diary managers. They are increasingly strategic professionals who are confident with technology, proactive in their approach and central to the smooth running of a business.

At VWA, we have seen first-hand how digital tools and artificial intelligence are shaping what it means to be a Personal Assistant or Executive Assistant. While the core responsibilities remain, the way these professionals work, and the value they bring, is shifting. Below, we explore how technology is influencing these roles and what employers should consider when hiring.

Diary Management Has Become a Tech-Savvy Skillset

While scheduling remains a core function, it now involves far more than managing calendars. Assistants regularly work across multiple platforms, time zones and stakeholders, requiring not just technical knowhow but also judgement, foresight and diplomacy. The ability to use tools like Microsoft Outlook, Google Workspace or scheduling apps with confidence and efficiency is now essential.

AI Is Supporting, Not Replacing, the Assistant Role

Despite concerns in some quarters, artificial intelligence is enhancing rather than replacing the PA and EA profession. Tools such as Microsoft Copilot, Otter.ai and transcription software can take on time-consuming tasks like note taking, meeting summaries and initial draft writing. This allows assistants to focus on higher-value work that requires human insight, discretion and initiative.

Digital Confidence Is No Longer Optional

Support professionals are now expected to be fluent in a range of systems, from CRM platforms and document management tools to collaboration software such as Slack, Microsoft Teams or Notion. Clients increasingly value assistants who can quickly learn new systems, support others and improve digital processes across the business.

The Role Is More Strategic Than Ever

Technology has freed up time for many assistants to take on responsibilities that go beyond administration. This includes project coordination, communications, research and even stakeholder management. The best assistants are viewed as trusted extensions of the executive, able to act on their behalf and support wider business goals.

Remote and Hybrid Working Has Redefined Support

With many teams operating remotely or in hybrid environments, assistants play a key role in maintaining structure and connection. They must manage virtual meetings, coordinate across locations and ensure digital communication flows effectively. This requires excellent organisation, strong written communication and an intuitive grasp of team dynamics.

What This Means for Employers

When hiring a PA or EA, it is no longer enough to look solely at previous experience or traditional administrative skills. Today’s top support professionals combine organisational ability with digital fluency, emotional intelligence and a proactive mindset. They add value not just through what they do, but how they adapt, anticipate and support others to perform at their best.

At VWA, we assess every candidate with this broader skillset in mind. We look beyond the CV to understand a candidate’s digital capability, adaptability and interpersonal strengths, as well as their technical competence. Our consultative approach means we take the time to understand the evolving needs of each client, ensuring every shortlist is carefully tailored. Whether you are seeking someone to support a fast-paced executive, manage complex stakeholder relationships or bring structure to a hybrid working environment, we are committed to finding professionals who will not only meet expectations but bring lasting value to your team.

If you are looking to hire a PA, EA or other business support professional, we would be delighted to help you find the right fit. Contact the team today.