Halfords says it is doubling down on human expertise and customer-focused service as new research shows parents are increasingly worried about how artificial intelligence will shape their children’s working lives.
The retailer and autocentre operator, which offers nationwide apprenticeships, is calling for greater emphasis on hands-on, technical training as the UK adapts to rapid technological change.
The study, which surveyed 1,000 parents and 1,000 children, found that two-thirds of parents (66%) are concerned about AI affecting future job prospects, with nearly one in four describing themselves as very concerned.
These anxieties are already influencing the advice parents give: almost nine in ten (89%) who are worried say they have altered what they tell their children about education and careers.
Despite the growth of digital industries, many parents now see practical skills as increasingly important.
Half of those surveyed said they place more value on hands-on abilities than they did two years ago, a view most strongly held by younger parents aged 18 to 34.
With long-standing shortages in engineering, construction and vehicle repair, 74% of parents said they would be happy to see their children pursue a practical career, far higher than the 18% who favour digital roles such as software development.
Parents also highlighted the personal attributes they believe will matter most in an AI-driven economy.
Creativity and problem-solving topped the list for 40% of respondents, while over a third pointed to the ongoing importance of technical competence.
Children are generally less fearful about automation, but almost 37% still believe AI could make it harder to find a job in the future.
That uncertainty appears to be shaping their ambitions: three-quarters (76%) said they want a career that involves working directly with tools, machines or technology.
Yet their current preferences still lean towards digital fields, with roles in coding, AI or gaming attracting the highest interest (33%). Professional careers such as medicine, law and engineering followed at 27%.
Less than one in five named trade or technician roles as their top choice, although a majority said they would be interested in jobs involving the maintenance or repair of complex technology such as vehicles, robotics or electrical systems.
Halfords says the findings reinforce the need for stronger investment in real-world, transferable skills.
The company is urging government to review vocational course content as part of the AI Skills Framework, arguing that practical training must sit at the heart of any future skills strategy.
Halfords CEO Henry Birch said the business is embracing new technology but remains committed to the value of human skill. “As technology develops, we’re adapting with it,” he said. “But practical expertise will continue to be vital for keeping Britain moving.
“Parents can see this, and they increasingly recognise the need to combine digital skills with hands-on experience. To prepare the next generation, we need more opportunities and clearer pathways into vocational careers.”
The company points to its long-standing apprenticeship scheme as an example of what can be achieved. Across its nationwide network, Halfords has taken on 450 apprentices working in garages, retail locations, support roles and leadership programmes, offering recognised qualifications alongside paid, real-world experience.
Halfords says its strategy places human interaction firmly at the centre of both retail and workshop operations.
Why it Matters
Practical skills are becoming more valued, giving workshops a chance to attract apprentices who want real-world experience. Human expertise remains a major point of difference as technology advances, and independent garages are well placed to showcase it. With vocational skills back in focus nationally, there may be more support for technician training and development.
